Chinese auto giant Chery plans to significantly reposition its Jetour brand, moving it into a higher-priced segment and turning it into a global SUV marque. The decision is part of the company's new strategy, dubbed Globalization 3.0, according to infohub.kz.
On October 7, Chery announced a management reshuffle. Executive Vice President Li Xueyong will now oversee the Jetour division, tasked with steering its development in a higher segment and promoting it in the global SUV market.
At the same time, the core Chery brand was folded into a single global system. That effort will be led by Executive Vice President Zhang Guibin, who also oversees international business, design, human resources, legal affairs and other global divisions.
The company does not attribute the reshuffle to sales problems or weakness in individual sub-brands. It comes amid a sharp surge in exports: in the first three quarters of 2026, Chery Group sold 2.2 million vehicles, of which 1.5 million went to overseas markets. Overall sales rose 9.9%, while exports jumped 65.6%.
Betting on Jetour makes sense precisely within the framework of global expansion, especially since the brand is already moving toward more expensive SUVs. A telling example is the Jetour G700. It is a body-on-frame plug-in hybrid (PHEV) measuring 5.2 meters long, with two electric motors and a combined output of up to 905 hp. On its website, the model is positioned squarely as a premium hybrid SUV.
Chery's lineup already includes the Exeed marque, which occupies a more traditional premium niche. Now Jetour is to be set apart, with a focus specifically on all-wheel-drive and "boxy" models.
In essence, Chery is trying to steer its brands in different directions: the core Chery into a single global system, Exeed into classic premium, and Jetour into more expensive SUVs. Whether this scheme works will be shown by sales of the new models.
Earlier, Kursiv Auto reported that the Jetour G700 had reached territory long ruled by Jeep.