New logo for JETOUR Malaysia

Quick look

• The new logo merges the initials J and T to represent steady progress and the brand’s ‘Travel+’ philosophy which extends beyond vehicles.
• Further models will be introduced, including the rugged T-Series which is currently available with the T2 model.

JETOUR, which arrived in Malaysia in 2024, aims to elevate its brand presence in Malaysia in 2026. A visual example of this move is in the new logo which makes a new phase in JETOUR’s brand evolution.

The new logo draws inspiration from the Chinese character “行” (xing), symbolising ‘moving forward steadily’. The brand’s initials, J and T, are integrated into the design to resemble 行, creating a visual identity that conveys mobility, progress, and vitality. Its dynamic shape evokes an intersection of possibilities, reflecting JETOUR’s belief that every journey, whether across city streets or rugged terrain, can open up new experiences.

 

Commenting on the new logo, Fu Yong, CEO of JETOUR Auto Malaysia, said: “The new logo embodies the spirit of JETOUR and our philosophy of ‘defining travel by action’. It represents energy, optimism, and the limitless possibilities that lie ahead for our customers. In Malaysia and beyond, we aim to redefine what it means to travel, combining performance, technology, and lifestyle in ways that inspire new experiences.”

Beyond vehicles
Over the past 2 years, JETOUR Malaysia has pursued its ‘Travel+’ strategy, leveraging the insights of the travel industry and the capabilities of the auto industry to make cars that understand travel needs best.

On the product side, Travel+ delivers all-terrain off-road capability, spacious interiors, smart intelligent control, and environmentally friendly designs, creating safe, comfortable, and sustainable journeys. On the lifestyle side, it offers high-quality accessories, multifunctional travel stations, user benefits, and customised vehicle refits, enabling customers to personalise and elevate every travel experience.

Looking ahead, the brand will continue to strengthen its presence with a growing product portfolio, including the introduction of its T-Series models – starting with the T2 (pictured above) – as part of its long-term strategy for the Malaysian market. At this time, JETOUR is assembling its vehicles at Berjaya Assembly in Tampoi, Johor under contract.

About JETOUR
JETOUR (‘jet’ and ‘tour’) may sound like a French brand but it’s actually a Chinese company established in 2018 as part of the Chery Holding Group. While there is some sharing of technologies (eg engines), JETOUR carries out its own product development based on its philosophy and objectives.

The company has been appearing in world markets since 2023, and Malaysia is among its list of 65 countries and regions. Though having the same parent company, JETOUR Auto Malaysia is not connected to Chery Malaysia, unlike OMODA | JAECOO Malaysia and iCAUR Malaysia (and the forthcoming LEPAS brand). It operates as an entirely separate and independent business in this market with its own management team. The connections are only at the highest levels in China.

JETOUR T2 all-terrain SUV to be priced around RM178,888