New car brand sells more cars than BMW, Mercedes-Benz, and Nissan

Amid a boom in popularity for Chinese cars, Jetour has surged in popularity, now outselling established manufacturers like BMW, Mercedes-Benz and Nissan in South Africa.

The name ‘Jetour’ is derived from the words ‘Jet’ and ‘Tour’, translating to “convenient journey”.

Jetour is owned by Chery Holding Group, a major Chinese automotive manufacturer, and was launched in August 2018 with its first product, the Jetour X70. 

Today, the manufacturer has four major product series – the Jetour X70, Jetour Dashing, and Jetour T1 and T2.

Its launch in South Africa would only come in September 2024, but the brand has seen a meteoric rise since, finding itself among the country’s top 15 vehicle manufacturers by sales.

The brand initially launched in South Africa with two models, targeted to suit the current needs and wants of local consumers – the 7-seater Jetour X70 Plus and the 5-seater Jetour Dashing.

The brand now has all four of its models available in South Africa, with over 50 dealerships nationwide. According to Naamsa data, Jetour has sold 12,296 new vehicles in the country between January 2025 and February 2026, with sales increasing by 270.95% over that period.

Prior to launching in South Africa, Jetour reportedly conducted extensive research among local consumers, with 60% of those surveyed saying they would be willing to consider new brands.

“Loyalty to traditional automakers is a significant challenge for new brands,” Jetour South Africa Vice President Nic Campbell said in February 2025. 

“Building trust in such an environment requires a clear, consistent message and a unique value proposition, especially when competing against well-established brands with strong followings.”

He explained that a lot of the work started long before Jetour’s official launch in South Africa, with the brand conducting research into what South African consumers really want, from value and budgets to changing lifestyle trends.

The graph below shows the growth of Jetour’s sales in South Africa compared to legacy brands BMW, Mercedes-Benz, and Nissan, based on new vehicle sales data from Naamsa.

The rise of Chinese cars in South Africa

The rise in popularity of Chinese car manufacturers has put established brands under significant pressure.

While Chinese vehicles have been available in South Africa for decades, it is only in the past few years that the brands have truly made their presence known.

This has been attributed to various factors, including the lower prices associated with Chinese vehicles compared to local manufacturers.

However, the popularity of luxury Chinese brands like BYD and GWM, which offer vehicles that cost well over R1 million, shows that there are other factors behind their rise as well.

For Jetour, it has differentiated itself not only based on price but also by its value proposition and after-sales infrastructure.

From the outset, the manufacturer has invested heavily in this infrastructure, with its warehouse in Midrand stocked with parts even before the brand’s first models hit showroom floors.

This has meant that its dealer network is currently supported by a 98% parts supply rate. “We’re confident in saying we’ll keep your vehicle on the road,” Campbell said in July 2025.

Jetour also prides itself on its warranty offerings, which include a five-year/60,000 km service plan, five-year/150,000 km factory warranty, and a notable 10-year/1 million km engine warranty.

Campbell said Jetour’s rapid rise reflects a broader shift in South Africa’s automotive landscape, where legacy luxury brands are seeing a slowdown in sales and consumers are increasingly looking for smarter, more affordable alternatives that still offer premium features. 

“South African consumers are savvy, but they are under pressure,” said Campbell. “People are paying more than ever just to maintain their lifestyles. So, when a new player comes in and offers real value, it resonates.”

“It’s still fiercely competitive out there, and that’s what makes it fun and interesting. It keeps everyone on their toes, and you really have to be on top of your game as a brand.”