During ArabGT’s coverage of the Beijing Auto Show 2026, and alongside the reveal of the new Jetour F700 6×6, Suhaib Shaasha conducted a quick interview with Ke Chuandeng, discussing the brand’s strategy and the reasons behind its growing presence in Middle Eastern markets.
A Brand With a Vision Beyond the Product
When asked what differentiates Jetour from other Chinese manufacturers, Chuandeng explained that the company is not solely focused on producing and selling cars. Instead, it follows a strategy known as “Travel + Culture.”
This approach reflects a broader vision that sees the car as part of a lifestyle—connected to travel and exploration, rather than just a traditional means of transportation.
He added that this philosophy also shapes the company’s relationship with its customers, as Jetour regularly organizes user-focused events. One example is an event held in Liwa, Abu Dhabi, where more than 1,000 users from around the world participated in off-road driving experiences using several of the brand’s models. These activities aim to strengthen engagement and provide real-world product experiences.
Focus on User Needs
Regarding products, Chuandeng noted that some Jetour models have performed well in the Middle East due to their suitability for the region’s usage conditions, both in terms of durability and features.
He emphasized that the company relies on understanding user needs in each market, taking into account different driving environments—from daily urban use to desert conditions.
Tailored Modifications for the Middle East
On regional customization, Chuandeng explained that Jetour implements specific adjustments for each market. In the Middle East, high temperatures are a key factor, prompting the company to enhance cooling systems, including improving air conditioning efficiency and adding components to ensure performance in extreme conditions.
These adaptations also extend to cultural considerations, such as equipping some models with a compass to indicate the Qibla direction—reflecting sensitivity to local user needs.
What’s Next
The interview concluded with a brief mention of upcoming models expected to launch in the region, without revealing specific details, while highlighting the brand’s intention to expand into segments of strong interest in the Middle East.
