January 20, 2025, By Jasper Cheng, Founder of Roadbook Media (Shanghai)

On January 22, JETOUR, a rising star under China’s Chery Group, dropped a bombshell with the launch of its premium plug-in hybrid off-road lineup JETOUR Horizon, marking a bold declaration that Chinese automakers are no longer followers, but rule-makers.

Chery Group Chairman Yin Tongyue didn’t mince words: “JETOUR Horizon will become the new heavyweight in the world’s luxury off-road market.” Behind this audacious claim lies years of technological groundwork and a pivotal shift from quantity to quality in China’s automotive industry.

BREAKING THE MOLD: A NEW KIND OF LUXURY OFF-ROADER

For decades, Chinese automakers were stuck in a narrative of catching up. Now, they’re rewriting it. JETOUR Horizon isn’t just filling a gap – it’s using hybrid tech to reshape the global off-road hierarchy.

The brand’s three debut models – the G700 (hardcore SUV), F700 (luxury pickup), and the headline-grabbing G900 (the world’s first mass-produced amphibious SUV) . With 1,252 global travel outposts, 320 service partners, and an in-house tuning division (JMK), it’s turning off-roading from an extreme sport into a subculture.

Think about it: Buying a JETOUR Horizon isn’t just purchasing a car- it’s buying into a  connected adventure network. While traditonal brands rely on dealerships, JETOUR is embedding itself into users’ lifestyles – smart move.

TECH OVER TRADITION: THE RISE OF THE “ENGINEERING NERD” APPROACH

Where heritage brands lean on history, JETOUR Horizon is betting on sheer technological dominance. Its JETOUR Horizon Architecture – a dedicated off-road platform – combines ICE, PHEV, and BEV tech, even borrowing from marine engineering for its amphibious models.

The Kunpeng Super Hybrid CDM-O system is a prime example:

• 45.5% thermal efficiency (best in class)
• 10,351 Nm wheel torque (yes, ten thousand)
• 800V fast-charging (80% in 10 minutes)

Then there’s the CEM-O twin-motor amphibious system – 18,000 Nm torque, IPX8 waterproofing, and an actual 800V water-jet thruster. This isn’t just about specs; it’s about redefining what’s possible.

But the real game-changer? AI-driven chassis control can achieve

• 150mm air suspension lift
• 350mm ground clearance
• Active pre-scan suspension that eliminates body roll

Even safety gets sci-fi treatment:

• 1,300MPa steel battery armor
• Medical-grade oxygen cabins (for high-altitude escapes)
• Satellite SOS via low-orbit comms (because getting stranded in no-man’s-land shouldn’t be deadly. Very impressive features).

THE GLOBAL PLAY: WHY JETOUR HORIZON COULD WIN WHERE OTHERS HAVEN’T

JETOUR’s timing is perfect. China’s auto exports (1.14M units for Chery in 2024) are surging, but the real test is cracking Europe and North America. Here’s Horizon’s edge:

1. Hybrids beat EV anxiety – No charging deserts? No problem.
2. “Asymmetric competition” – Why fight history when you can out-tech legacy brands?
3. From exporting cars to exporting ecosystems—The “Travel+” network creates sticky brand loyalty.

Middle East markets (Qatar, UAE) are already warming up, and with region-specific variants (e.g., sand-proof editions). JETOUR isn’t just entering markets – it’s tailoring conquests.

THE FINAL WORD: A TURNING POINT FOR CHINA’S AUTO INDUSTRY

JETOUR Horizon isn’t just another product launch, it’s a symbol of China’s automotive ascendancy. For years, Chinese brands were dismissed as budget copycats. Now, they’re setting benchmarks in luxury, tech, and user experience.

But the road ahead isn’t easy. Brand perception doesn’t change overnight, and legacy off-road marques have decades of cult followings. Yet, if JETOUR Horizon can marry its technical prowess with cultural resonance, the phrase “world-class Chinese premium” might just stop sounding like an oxymoron.

As Yin Tongyue put it: “Let the world fall in love with luxury off-roading.” The subtext? This time, China’s writing the rules.

“Kunpeng” – From Zhuangzi’s “Free and Easy Wandering”, it symbolizes boundless transformation (fish-to-bird), representing limitless potential and Taoist transcendence.