JETOUR Unveils "Travel+" Strategy at Beijing Auto Show With Alan Walker on Stage

Tashkent, Uzbekistan (UzDaily.com) — Chinese automaker JETOUR used the stage of the 2026 Beijing International Automotive Exhibition to formally unveil its "Travel+" global strategy, presenting an expanded two-brand framework that spans urban mobility and premium off-road segments, with brand ambassador and Norwegian DJ Alan Walker appearing alongside company leadership at the ceremony.

The announcement came during the JETOUR International Press Conference at Auto China 2026 on 24 April, where the company brought together more than 200 journalists and influencers from five continents. It marked the first time JETOUR and its sister brand SOUEAST have appeared jointly at a major international auto show, underscoring a strategic pivot toward a unified brand architecture designed to cover a wider spectrum of the global market.

JETOUR International President Ke Chuandeng took the stage to outline the company's vision, framing "Travel+" not simply as a product strategy but as an emotional and cultural proposition.

"At the heart of our global journey is a shared passion — we believe that everyone has a place in their heart for travel," Ke told the audience. "Travel Plus is here to make every journey more confident and more relaxed."

Ke described three core dimensions of the strategy: freedom — "follow your heart and find your true self during the trip"; ambition — "break the limits and move toward the world in your own way"; and challenge — "move toward the unknown and reach places that have never been found."

"What really moves us is not just a car — it's an emotion," Ke said. "We are a travel lifestyle service provider. We connect products, modification and global benefits for our customers. We want every journey to have warmth, meaning, and purpose."

Ke said the company has grown from its 2018 founding into what he described as the only automotive brand globally to surpass two million cumulative sales within seven years of establishment. As of the end of March 2026, JETOUR has sold 2,269,536 vehicles across more than 100 countries and regions, with more than 2,000 sales and service outlets worldwide.

"If you travel to Dubai, if you travel to Qatar, if you travel to Bahrain or Oman — you will find that JETOUR is everywhere," Ke said. "Every supermarket, every road, every parking lot. We are very proud of JETOUR's development worldwide."

Two Brands, Three Segments

Under the "Travel+" framework, JETOUR and SOUEAST are positioned as complementary rather than competing offerings. SOUEAST — established in 1995 and the older of the two brands — is dedicated to urban mobility under its "Ease Your Life" philosophy. JETOUR's own lineup is split between the T Series, focused on light off-road travel, and the G Series, which targets premium off-road performance.

Together, the three series form what JETOUR describes as a full-spectrum portfolio spanning daily urban commutes, weekend exploration and serious off-road adventure.

Four production models were on display at the JETOUR booth in Hall E1 at the China International Exhibition Center: the G700 all-terrain premium hybrid off-road SUV, the T2 i-DM travel hybrid, the T1 urban SUV and the SOUEAST S08 DM seven-seat family SUV. Several concept vehicles representing future product directions were also shown.

Hybrid Technology as the Core Differentiator

Underpinning the entire dual-brand lineup is JETOUR's in-house hybrid technology platform. The company's latest C-DM system uses a fifth-generation hybrid-specific engine achieving thermal efficiency of 45.95%, paired with a three-speed DHT transmission. The system has been applied across both JETOUR and SOUEAST products, covering use cases from urban commuting to off-road driving.

Complementing the hybrid powertrain are two proprietary systems: the XWD fully automatic intelligent four-wheel drive, which features a "7+X" driving mode suite and monitors wheel slip rates 100 times per second achieving up to 90% terrain perception; and the GAIA Architecture — JETOUR's all-terrain intelligent platform integrating the hybrid drivetrain, off-road chassis and body structure with advanced pilot and cockpit systems.

The G700, the range-topping model, pairs a 2.0TD engine with a longitudinal hybrid transmission to deliver 665 kW of total system output and 1,135 N·m of torque. It reaches 100 km/h in 4.6 seconds and is rated to a wading depth of 970 mm, with three locking differentials fitted as standard.

The T2 i-DM, built on the C-DM platform, produces 280 kW and 610 N·m, with a claimed combined range exceeding 1,000 km and fuel consumption as low as 0.8 liters per 100 km in dual-energy mode.

The SOUEAST S08 DM prioritizes family practicality over off-road capability, offering a seven-seat layout, 1,006 mm of second-row legroom and 89 km of pure electric range on the WLTC cycle. Its 1.5TD hybrid system produces 255 kW and 525 N·m.

Alan Walker on the Road and on Stage

Walker, who became JETOUR's brand ambassador in 2025, appeared on stage alongside Ke Chuandeng following a video address in which the producer drew parallels between music and travel.

"In music, I follow rhythm and the feeling of freedom," Walker said. "On the road, I seek the unknown and the unexpected. Feels like an unfinished melody — every journey becomes the overture to inspiration."

Speaking directly to the audience after taking the stage, Walker — who has more than 100 million followers across social media platforms — said his extensive touring career had shaped how he thinks about movement and discovery.

"I'm on the road so much, and I get a lot of inspiration visiting new places and meeting new people," Walker said. "It's all about encountering new people, cultures and places and being there — pleasantly being there in the moment. I really love the sense of freedom that the G Series brings. I've been combining my musical vision with its other pluses."

Walker composed an original piece of music for the G Series, which was performed during the ceremony. Ke said the collaboration reflected JETOUR's broader cultural philosophy.

"I think that perfectly aligns with our Travel Plus spirit and philosophy," Ke said. "We believe that Travel Plus will inspire more and more people to enjoy the journey."

Also present at the press conference was graphic designer Paula Scher, who has partnered with JETOUR to develop the G Series' global premium design language. Chery Automobile Chairman Yin Tongyun — head of JETOUR's parent company — joined the stage for the G Series unveiling ceremony.

Ecosystem Beyond the Product

Ke framed the "Travel+" strategy as extending well beyond the vehicles themselves, describing an ecosystem built around three components: "Travel+Lifestyle" curated products, "Travel+Benefits" services for existing owners and "Travel+Customization" personalization options available in more than 30 countries.

JETOUR has established more than 300 owner clubs globally and organized more than 500 club activities in 2025 alone. The brand counts more than 50 million social media followers and 2.2 million registered vehicle owners worldwide.

"We want travel to become something lasting and something alive," Ke said. "We built a global IP system that helps customers understand our culture and the travel culture. We never walked alone — we move forward with our global users."

On the cultural side, the company has sponsored football events across Africa, South America, the Middle East and Southeast Asia, and has served as a partner in events including Malaysia's National Marathon and the UAE's LIWA International Festival. ESG initiatives include a partnership with the Cheetah Conservation Fund in Namibia and school donation programs in Saudi Arabia, Kazakhstan and Angola.

"As we explore the beauty of the world, we also take the responsibility to protect it," Ke said. "Whenever you go, care follows — as every journey carries us."

Auto China 2026 runs through 3 May at the China International Exhibition Center in Beijing.