On September 20, 2024, JETOUR marked a significant milestone in both its corporate journey and global wildlife conservation by announcing a strategic partnership with the Cheetah Conservation Fund (CCF) at their official launch in Sandton, South Africa. This collaboration highlights JETOUR’s commitment to environmental stewardship, with the Chinese automaker pledging long-term support for cheetah conservation in Africa. Through this partnership, JETOUR will provide vital resources for the care of two orphaned and non-releasable cheetahs, as well as donate official vehicles to aid in habitat protection efforts.
Championing Cheetah Conservation: A Critical Cause
Cheetahs, the world’s fastest land animals, face a dire threat to their survival. With less than 7,500 cheetahs remaining globally, their population has dwindled alarmingly due to habitat loss, human-wildlife conflict, and the illegal wildlife trade. Conservation efforts like those led by the CCF, founded in 1990 by Dr. Laurie Marker, are critical to reversing this trend. Dr. Marker, a world leader in cheetah conservation, has dedicated decades to studying and protecting these magnificent creatures, focusing on maintaining ecological balance and restoring their natural habitats.
JETOUR’s collaboration with CCF signals more than just financial support—it reflects the automaker’s belief in long-term environmental responsibility. As Dr. Marker emphasized, “Cheetah conservation requires long-term commitment, and JETOUR, with its dedication to long-term goals, is a perfect partner. We are grateful for their support, and we will deepen our cooperation to inspire more people to join our global ‘Protect the Cheetah’ initiative.”
A Global Partnership for Wildlife Preservation
JETOUR’s Vice President, Ke Chuandeng, echoed these sentiments, expressing pride in the company’s involvement in this critical cause. “We are honored to be a part of this mission. We recognise the importance of wildlife conservation and the enormous challenges it faces. We hope JETOUR will bring global attention to the cheetah’s plight and encourage more people and organisations to contribute to the ‘Protect the Cheetah’ initiative.”
The numbers paint a bleak picture—cheetahs’ current habitat has shrunk by 91% compared to historical levels. Today, these majestic animals are confined to small regions in South Africa, Namibia, Botswana, and East Africa, with Namibia being the stronghold of the global cheetah population. CCF’s International Research and Education Centre, located in Namibia, plays a crucial role in the conservation of cheetahs and the preservation of ecosystems they depend on.
Travel as ESG: Enriching JETOUR’s “Travel+” Strategy
The partnership between JETOUR and CCF is a natural extension of the automaker’s “Travel+” strategy, which seeks to balance regional economic development with environmental and cultural conservation. Earlier in 2024, JETOUR’s collaboration with the Discovery Channel took the company to Namibia, where it witnessed firsthand the challenges facing cheetah populations. The urgency of the situation compelled JETOUR to act, leading to this powerful collaboration with the CCF.
In addition to their direct support for cheetah care and habitat improvement, JETOUR is set to work with the Discovery Channel to produce a documentary that raises awareness of cheetah conservation on a global scale. This documentary will promote the “Protect the Cheetah” initiative, encouraging public participation in preserving these endangered animals.
JETOUR’s commitment to environmental, social, and governance (ESG) practices is reflected in this new partnership. Since its inception, JETOUR has incorporated ESG goals into its global strategy, making this collaboration its first foray into wildlife conservation. It enriches JETOUR’s “Travel+” philosophy, which emphasizes exploration, creating value, and contributing to sustainable development. Moving forward, JETOUR will continue to advocate for conservation and inspire its users to find happiness and purpose through their journeys, not just by traveling, but by making a tangible impact on the environment.
A Bright Future for Cheetah Conservation
JETOUR’s partnership with the Cheetah Conservation Fund marks an inspiring development in the automotive industry’s approach to ESG practices. By combining their resources and influence, JETOUR and CCF aim to protect the remaining cheetah population, improve their habitats, and ultimately inspire global action in wildlife conservation. As JETOUR grows, it remains committed to its belief in “Travel as ESG Practices,” where exploration goes hand-in-hand with protecting the natural world.
This new partnership is a vital step forward in the global effort to save cheetahs, and with JETOUR’s support, the future of these iconic creatures looks brighter than it has in years.
