Jetour South Africa may be a new name on the local motoring scene, but it’s quickly proving that understanding and engaging with customers is just as important as delivering great cars. As the fastest-growing Chinese automotive brand in South Africa, Jetour is setting a new benchmark for what it means to launch—and sustain—a new vehicle brand in a competitive market.
Following its debut in September 2024 with the striking five-seater Jetour Dashing and the spacious, versatile seven-seater Jetour X70 Plus, the brand hasn’t just relied on product appeal alone. Instead, Jetour has gone a step further—actively listening to its customers through targeted research to understand their preferences, expectations, and experiences.
“Introducing a new vehicle into a market is only the start; how you treat your customers is what sets you apart from the competition,” says Nic Campbell, Vice President of Jetour South Africa. “It’s not about doing things differently but about doing things better.”
What Customers Love
The feedback from early adopters has been overwhelmingly positive. Words like “safe,” “luxurious,” “excellent value for money,” and “a true showstopper” feature prominently in customer responses. Many highlighted the surprisingly premium feel of the cars, praising the level of comfort, spec, and styling typically reserved for higher-priced models.
But it’s the in-car technology that has turned the most heads.
According to Jetour’s research, features such as large touchscreen displays, seamless smartphone integration, and intuitive navigation systems are among the most frequently cited highlights. Customers also appreciate the user-friendly interfaces, which simplify access to entertainment, connectivity, and key vehicle functions—all helping to create a modern and satisfying driving experience.
High Value, Competitive Pricing
Another stand-out point for customers? The price. With the Jetour X70 Plus starting at just R454,900 for the Momentum model and R484,900 for the Deluxe, and the Jetour Dashing priced from R439,900 to R469,900, buyers are finding tremendous value in vehicles that don’t skimp on style or substance.
In a market where affordability often comes at the expense of features, Jetour has flipped the script by offering well-appointed vehicles at highly accessible price points.
Design, Safety, and Comfort: Ticking All the Boxes
In addition to tech and value, Jetour customers also noted the striking exterior design, refined interior finishes, and thoughtful safety features as key selling points. Both the X70 Plus and Dashing incorporate advanced driver assistance systems, enhancing not only convenience but overall road safety—an increasingly important factor for South African families.
Building a Better Brand Experience
Jetour’s decision to conduct this customer research wasn’t just about collecting compliments—it was about identifying opportunities to refine and improve. By paying close attention to both praise and critique, the brand is taking proactive steps to ensure an even stronger ownership experience.
From product development to after-sales support, these insights are now helping Jetour tailor its offerings to better meet the needs of South African drivers. And as brand loyalty begins to take root, the company is well-positioned to maintain its momentum in one of the most dynamic and challenging automotive markets on the continent.
Jetour’s approach proves that winning hearts in the auto industry requires more than just impressive cars. It takes genuine engagement, a willingness to listen, and the commitment to keep getting better. With this mindset, Jetour isn’t just entering the South African market—it’s shaping it.
