In a groundbreaking collaboration between Discovery Channel and Jetour, the new documentary Return of the Cheetah sheds light on the critical efforts to save one of the world’s fastest and most iconic predators. Featuring renowned conservationist Hazen Audel and Dr. Laurie Marker, the founder of the Cheetah Conservation Fund (CCF), the documentary offers an intimate look into the rehabilitation and release of Jet, a rehabilitated cheetah, back into the wild—a powerful symbol of the fight to protect this endangered species.
At the heart of this remarkable project lies the significant partnership between Jetour, one of China’s fastest-growing SUV brands, and the Cheetah Conservation Fund. This alliance was officially announced in September 2024, aligning with Jetour’s expansion into the South African market. The company committed to supporting the annual care of two orphaned or non-releasable cheetahs while providing official vehicles to enhance cheetah habitats. This partnership marks Jetour’s first foray into wildlife conservation, amplifying its Travel+ strategy and reinforcing its commitment to environmental, social, and governance (ESG) initiatives on a global scale.
“We are honored to be a part of this mission. We recognize 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 organizations to contribute to the Protect the Cheetah initiative,” said Ke Chuandeng, Vice President of Jetour Auto, during the South African launch event. The commitment is an essential part of Jetour’s broader vision, which seeks to prioritize regional economic growth while protecting the natural and cultural environments tied to travel.
Founded in 1990, the CCF, led by Dr. Marker, has been a trailblazer in cheetah conservation efforts worldwide. As a world leader in cheetah research and conservation, CCF has been instrumental in tackling the myriad challenges facing the cheetah population—habitat loss, human-wildlife conflict, and the illegal wildlife trade. Dr. Marker underscores the importance of long-term commitment to cheetah conservation and expresses gratitude for Jetour’s support.
“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 to maintain ecological balance together,” says Dr. Marker.
With their habitat shrinking by a staggering 91% compared to historical levels, cheetahs now face an existential threat. Return of the Cheetah showcases the innovative conservation strategies employed by the CCF, from anti-poaching initiatives to groundbreaking research. The documentary’s heartwarming narrative follows the release of Jet, a rehabilitated cheetah, into Namibia’s wild spaces—an essential part of CCF’s mission to secure a future for these magnificent creatures. Today, fewer than 7,500 cheetahs remain in the wild, making each successful release a victory for the species.
The documentary also highlights the vital role of apex predators like cheetahs in maintaining the health of ecosystems. As Dr. Marker emphasizes, cheetah conservation offers cascading benefits for biodiversity, the protection of rangelands, and sustainable human development. “This documentary is a celebration of the progress we’ve made, but also a reminder of the urgent work still ahead. Seeing Hazen experience the release of a cheetah into the wild reflects the hope and possibility that drives our mission every day,” Dr. Marker shares.
Set in Namibia, a beacon of success in African animal conservation, the documentary features Hazen Audel navigating the rugged sand dunes of the Namib Desert in a Jetour T2 4X4 SUV. The striking backdrop serves as a poignant reminder of the vast and untamed beauty that still exists in our world—and of the responsibility humanity carries to preserve it.
Dr. Marker’s call to action is clear: “We’ve been loving this species to death for millennia. We need to shift our mindset to loving cheetahs by protecting them in the wild.”
As Jetour’s partnership with the CCF deepens, the brand hopes to bring much-needed attention to the cheetah’s plight, encouraging more people and organizations to support conservation efforts globally. The Protect the Cheetah initiative is an urgent rallying cry for a species that plays a crucial role in the delicate balance of our ecosystems.
The Return of the Cheetah documentary is a powerful reminder of the fragile nature of our planet’s wildlife and the collective effort required to ensure a future for these magnificent creatures.
To watch the documentary and learn more about Jetour and the Cheetah Conservation Fund’s vital work, visit: https://youtu.be/UiiQiw6D8qY.
