South Africa’s car market has a new rising star, and it’s not from Germany or Japan. Jetour, a Chinese automotive brand launched in the country in September 2024, has quickly established itself as a serious competitor, outselling Mercedes-Benz, Honda, and Mazda in just a few months.
A new player in the Game
Jetour is a subsidiary of Chery Holding Group, specializing in SUVs and crossovers. While the brand is relatively new, it has already sold more than 1.2 million vehicles globally since its debut in 2018, according to Chery International. The company’s focus is on producing safe, comfortable, intelligent, and eco-conscious vehicles, with an eye on disrupting the global luxury market.
Strong sales and growing popularity
According to MyBroadband, Jetour sold 620 passenger cars in South Africa in May 2025, surpassing well-known brands such as Mercedes-Benz, Honda, Jaguar Land Rover, Mazda, Mitsubishi, and Volvo. The brand’s success is largely attributed to its combination of affordability, stylish designs, and advanced technology, which have made it an attractive option for South African consumers.
Among Jetour’s standout models, the X70 Plus and Dashing have gained significant traction, offering premium features at competitive prices. The brand launched with 40 dealerships nationwide, and a major parts warehouse in Kyalami, Johannesburg, ensuring strong after-sales support, as confirmed by the Jetour South Africa Official Website.
Consumer testimonials
Jetour’s rapid rise has sparked mixed reactions among South African drivers. While many praise its affordability and modern styling, some consumers have raised concerns about reliability. A review on AutoTrader highlights the Jetour Dashing’s refined performance and spacious interior, while another on Hellopeter describes issues with fuel consumption and software glitches in the X70 model. Despite these concerns, Jetour’s growing customer base suggests that its appeal outweighs early challenges.
What makes Jetour stand out
Jetour’s rapid growth is fueled by a unique approach to vehicle design and marketing. The brand presents itself as an affordable luxury alternative, integrating advanced smart driving systems and eco-friendly innovations without the high price tag of traditional premium brands. Strong supply chain management has also contributed to its success, with dealerships reporting reliable stock availability and efficient service networks, according to a South African Auto Review.
Jetour South Africa’s Managing Director, Johnny Fang, has expressed confidence in the brand’s future, setting an ambitious goal of reaching 800 units sold per month within the first year of operation. The growing consumer trust in the brand suggests that it could soon become a dominant force in the local automotive industry.
The future of Jetour in South Africa
As economic conditions improve, South Africans are showing renewed interest in purchasing new vehicles, and Jetour’s momentum suggests that Chinese automakers are becoming serious contenders in the market. With continued investment and expansion, Jetour could soon challenge top-selling brands like Toyota, Volkswagen, and Suzuki, according to Naamsa.
The success of Jetour highlights a shift in automotive preferences, where affordability, innovation, and modern styling drive consumer decisions. Whether this is a temporary surge or a lasting trend remains to be seen, but for now, Jetour is proving that disruption in the industry is possible.
