Chery is pushing Jetour further upmarket as part of a management reshuffle tied to its Globalisation 3.0 strategy.
In an official announcement on Oct 7, Chery said executive vice-president Li Xueyong will take direct charge of the Jetour brand business unit.
His job scope includes expanding Jetour and accelerating its move towards a higher-end position, while building it into a more globally competitive off-road brand.
The change also places Li in charge of Chery’s corporate public relations department and gives him an executive role in the group’s market and marketing management committee.
Jetour has already been moving in this direction through products such as the G700, which the brand describes as an all-terrain premium hybrid off-road SUV.
The plug-in hybrid flagship uses a 2.0-litre turbocharged engine with dual electric motors and is positioned as the anchor model for Jetour’s premium off-road ambitions.
The G700 also underpins Jetour’s broader push into overseas premium off-road markets, with launches across the Middle East and Latin America following its global debut in Dubai in late 2025.
Chery’s latest move does not mean Jetour will replace Exeed as the group’s top-end marque.
Chery Holding still describes Exeed as the “top of the pyramid” in its multi-brand structure, while Jetour is being developed around its own travel and off-road positioning.
Chery said the wider reshuffle is intended to bring its domestic and overseas operations closer together under Globalisation 3.0, while giving its specialist brands more room to grow.
