By Prashirwin Naidu
Jetour, one of China’s fastest-growing automotive brands, has been steadily carving its place in the South African market. Exactly a year since its local launch, the company is making a bold push to win consumer trust through value-driven SUVs, strong after-sales support, and a clear long-term vision. For Nic Campbell, Vice President of Jetour South Africa, the focus is simple: deliver “affordable luxury” while ensuring that every touchpoint with the customer exceeds expectations.
What were some of the main barriers Jetour faced when entering the South African market?
One of the biggest hurdles was consumer scepticism about parts availability and after-sales service. Customers told us, “I’m not going to buy a car if I can’t get parts.” Whether those concerns were based on past experiences or not, we had to take them seriously. That’s why we set up our own parts warehouse in Johannesburg before sales really took off. Today, we’re running at a 97–98% first-pick ratio from that warehouse. In fact, panel beaters and industry benchmarks rank us number one in supply within our segment. This means that when a customer comes in for a routine service, they’re not left waiting overnight for something as simple as brake pads. Those details matter, and they build trust.
How does the South African market compare with Jetour’s performance globally?
Globally, Jetour is one of the fastest-growing brands. We’ve only been around for seven years, but in markets like Egypt and Mexico, we’re already in the top five in sales. South African customers deserve new entrants. They deserve fresh choices and good-looking, reliable vehicles that truly fit their needs. It’s a busy, crowded market, but we’re bringing something different — vehicles that deliver real value for money. I hope that South Africans will come to see Jetour as their own brand. Come into our showrooms, have a coffee, and experience the cars. Even if you’re not buying today, you’ll remember us tomorrow.
Which models are resonating most with local buyers?
The Dashing is a real standout — it’s the flavour of the month right now. It’s a striking, well-priced SUV that customers love. The X70 Plus, our seven-seater, is also doing very well with families who want space and comfort. Even though both models share the same 1.5-litre powertrain, they feel completely different. Each has its own personality, which is part of the appeal.
What is your vision for Jetour’s success in South Africa?
Our vision is customer-focused. At the end of every decision we make, there’s a customer who has invested a huge amount of their money into one of our vehicles. They deserve a certain level of service, and it’s our job to deliver that every time. It’s also about collaboration. We work closely with our dealers so they feel part of the Jetour family and buy into our ethos of “affordable luxury.” My philosophy is simple: it’s not about doing things differently anymore — it’s about doing things better.
What leadership lessons have you carried into this role?
Never bury your head in the sand. Always listen to your customers, especially when it comes to complaints. Whether they’re valid or not is immaterial; what matters is how you respond. Selling the first vehicle is the easy part. The real challenge is keeping that customer in your brand for the second, third, and fourth purchase. Customers typically leave a brand only when the service fails them. If we get that right, there’s no reason someone couldn’t own four, five, or six Jetours in their lifetime.
How do you foster agility and innovation in such a fast-moving market?
It’s a very crowded launch environment right now, with new products arriving constantly. That makes it exciting but also challenging. For us, the key is to stay true to our values. We’ll differentiate ourselves in two ways: by offering exceptionally good-looking, great-value cars, and by ensuring every customer touchpoint — from the showroom to aftersales — is excellent. A customer should walk into a Jetour dealership, trust the people they meet, and know they’ll get great service long after the purchase.
How do you view the rise of Chinese brands in South Africa?
The landscape is definitely shifting. There’s going to be a fight for market share, particularly in the small-to-medium SUV segment, because that’s where pricing pressure is highest. But while competition will be tough, it will also be exciting and ultimately good for consumers. Legacy brands will remain, but new entrants like Jetour are bringing fresh energy, design, and value into the market. That’s going to reshape the industry over the next decade.
What does the next five years look like for Jetour in South Africa?
The next five years will be our most challenging but also our most exciting. We’ll expand our model range, introduce more derivatives, and roll out new technologies, including plug-in hybrids and fully electric vehicles. We’ve laid a strong foundation with our dealer network and parts support. Now it’s about building on that with more products and ensuring each one is 100% right for this market.
When can we expect electrified Jetour models locally?
I’d say within the next 18 months. Our progression will follow the global trend — we’ll start with hybrids, move into plug-in hybrids, and then EVs. Plug-in hybrids in particular will play a significant role in the local EV market. There should be no reason for a South African customer to leave our brand. If we deliver on service and keep innovating, we can be a trusted mobility partner for years to come. Our upcoming models, like the T1 and T2, are going to be phenomenal, and we can’t wait to share them with the market.
Are there plans for local assembly or manufacturing?
Not at this stage, but it’s something that could be considered in the future. Local assembly is complex — you need volumes of around 50,000 units a year, which means you’d have to export to make it viable. I’m sure our HQ is exploring the idea, because South Africa is a fantastic, well-run vehicle market with great potential. In the long term, I think we’ll see Chinese factories on South African soil, but for now, our focus is on delivering high-quality imports and building trust with consumers.
