Chinese Automaker Introduces Third Internal Combustion Engine/Hybrid Brand in Europe
Chinese automaker Chery is expanding its presence in Europe with its latest brand, Jetour. The company plans to launch Jetour in Europe by the end of 2025, focusing on hybrid and electric vehicles that cater to the region's strict emissions regulations.
Key Elements of Jetour's European Expansion Strategy
Hybrid Model Prioritization
Jetour is adapting its product lineup to include hybrid variants that meet European emission standards and appeal to eco-conscious consumers.
Regional Customization
To cater to local preferences, Jetour will offer diverse engine options and trim levels tailored to specific markets.
Expansion of Sales Infrastructure
Jetour is building flagship stores and retail networks, with a focus on Kazakhstan, a strategic hub close to Europe. The company is also investing in local production through KD (knock-down) assembly to respond quickly to market demand.
Phased Market Entry
Jetour has started rolling out models such as the T1 and T2 SUVs in nearby markets like Russia and Kazakhstan. These markets will serve as stepping stones toward broader European expansion.
Focus on Competitive Pricing and Premium Service Quality
To build brand loyalty and market share rapidly, Jetour is investing in after-sales support and convenient customer experiences.
Jetour's Move into Europe
Jetour's move into Europe is driven by intense vehicle price competition in its domestic market. The company is also seeking less competitive markets as it expands, joining brands like BYD, Xpeng, and Nio in Europe.
Tariff-Free Trade for Some Models
Chery's Omoda and Jaecoo brands are already finding traction among U.K. consumers due to tariff-free trade for their battery-electric-vehicle products. However, tariff-free trade is not available for battery-electric-vehicle products in the European Union economic bloc.
Jetour's Electric Model Launch
Jetour is launching its first full-electric model, the T0, by the end of 2026. President Ke Chuandeng predicts Jetour's sales should hit 800,000 this year and that the international market will surpass or equal the domestic market for Jetour in the near future.
Production Sites in Europe
President Ke Chuandeng also expressed that it is not realistic to always import cars from China and hinted at the possibility of setting up production sites in Europe.
References:
- Reuters report
- Automotive News Europe report
- Jetour's official website
- Jetour's press release
- Jetour's presentation at the Moscow International Automobile Salon (MIAS)
- Jetour, in its expansion strategy, aims to cross into diverse sectors of the European market, particularly focusing on finance and insurance partnerships to enhance customer experiences and support after-sales services.
- To solidify its footing in the European market, Jetour plans to collaborate with local companies in the energy sector to ensure the availability of charging infrastructure for their hybrid and electric vehicles.
- Seeing potential growth opportunities, Jetour is also set to explore partnerships in the technology and transportation industries, with the goal of incorporating innovative features and adapting to the evolving trends in smart mobility solutions.
