Jetour Malaysia launches new logo, heralding a new chapter

KUALA LUMPUR: Chery’s sub-brand Jetour entered the Malaysian market last year with the launch of two striking SUVs, the Dashing and VT9, followed by the opening of order books for the Jetour T2 all-terrain SUV slated to arrive in Q1 2026. Well, ahead of that, the automaker has unveiled its new logo for Malaysia, marking a new phase in the brand’s evolution. 

With the rollout of the refreshed identity, the company aims to elevate its presence in the local market, while reiterating its commitment to setting new standards for everyday mobility and adventure-led travel experiences. It supports Jetour’s long-term vision of becoming the world’s leading hybrid off-road brand.

Jetour’s new logo: Meaning and significance

• Inspired by the Chinese character “行” (xing), the new JETOUR logo symbolises “moving forward steadily.” 
• It features the brand’s initials, J and T, integrated into the design to resemble 行, conveying mobility, progress, and vitality.
• Reflecting JETOUR’s belief that every journey can lead to new experiences, the logo boasts a dynamic shape suggesting an intersection of possibilities, ranging from city streets to rugged terrain.

Mr. Fu Yong, Chief Executive Officer of JETOUR Auto Malaysia, said: “The new logo embodies the spirit of JETOUR and our philosophy of ‘defining travel by action’. It represents energy, optimism, and the limitless possibilities that lie ahead for our customers. In Malaysia and beyond, we aim to redefine what it means to travel, combining performance, technology, and lifestyle in ways that inspire new experiences.

Jetour’s Travel+ Strategy

Jetour has pursued its “Travel+” strategy since entering Malaysia, delivering all-terrain off-road capability, spacious interiors, smart intelligent control, and environmentally friendly designs, for safe, comfortable, and sustainable journeys. It also enables customers to personalise and elevate their travel experience by offering high-quality accessories, multifunctional travel stations, user benefits, and customised vehicle refits.

Due to varied landscapes and travel culture, Malaysia aligns with the brand’s travel-led positioning, playing a key role in the automaker’s Southeast Asian growth plan. 

Also read: Malaysia-bound Jetour T1 and Jetour T2 grab 5-star ASEAN NCAP rating