Chery wants to take Jetour into the premium off-road SUV segment. But here's something interesting: in Malaysia, the brand's rugged-looking SUVs are already doing much of the heavy lifting.
According to JPJ registration data compiled by Paultan, Jetour recorded 1,239 new vehicle registrations in August 2026. Of those, the Jetour T1 contributed 433 units, while the T2 accounted for another 425.
Together, that's 858 registrations, or approximately 69% of Jetour's monthly total, coming from just two models.
It's an interesting development, especially now that Chery is preparing to give Jetour a more premium, off-road-focused identity.
But does this mean Malaysian buyers are ready to follow Jetour further upmarket?
The big change: Chery wants Jetour to become a more competitive premium off-road SUV brand globally.
Malaysia's numbers: The T1 and T2 accounted for approximately 69% of Jetour's August 2026 registrations.
What's next: The G700 offers a glimpse of Jetour's premium ambitions, although its Malaysian launch details remain unconfirmed.
The bigger question: Can Jetour turn interest in its existing rugged SUVs into demand for more expensive premium models?
Chery Has Bigger Plans For Jetour
The development follows a Chery Group management restructuring dated 7 October, introduced as part of its wider Globalization 3.0 strategy.
According to CarNewsChina's report published on 7 October, Chery Automobile executive vice president Li Xueyong is set to oversee Jetour's brand division as part of the group's latest restructuring.
The move is intended to strengthen Jetour's global position in the off-road SUV segment, with a greater emphasis on higher-end vehicles.
That's quite a shift for a brand that has largely built its identity around travel-oriented SUVs and value-for-money offerings.
Exeed ET8 Shooting Brake
Chery already has Exeed targeting the conventional luxury market. Jetour, however, appears to be heading in a different direction, with premium off-road vehicles becoming a bigger part of its identity.
And Malaysia's latest registration figures offer an interesting perspective on that strategy.
Malaysia's T1 And T2 Registrations Stand Out
Let's look at the numbers. In August 2026, the T1 and T2 led Jetour's Malaysian registrations, ahead of the more conventional Dashing and seven-seater VT9.
| Jetour Model | August 2026 Registrations |
|---|---|
| T1 | 433 |
| T2 | 425 |
| Dashing | 240 |
| VT9 | 141 |
| TOTAL | 1,239 |
Source: JPJ registration data compiled by Paultan. Figures refer to new vehicle registrations, not necessarily retail sales completed during the same month.
The T1 narrowly led with 433 registrations, just eight units ahead of the T2. Meanwhile, the Dashing and VT9 recorded a combined 381 registrations, accounting for the remaining 31%.
In other words, Jetour's two adventure-inspired SUVs registered more than twice as many units as its other two models combined that month.
For readers unfamiliar with the newer model, the Jetour T1 was officially launched in Malaysia in July 2026, with prices starting from RM129,800.
The T2, meanwhile, arrived earlier and offers a more off-road-oriented character. Our first drive of the Jetour T2 explored how that rugged approach translates to everyday driving.
These figures cover August 2026 only. The T1 had just launched locally in July, so its registrations may partly reflect initial customer deliveries. One month of data cannot establish a sustained sales trend or prove demand for more expensive premium SUVs.
Nevertheless, the figures offer a useful snapshot of Jetour's current Malaysian market, particularly as Chery prepares to strengthen the brand's premium off-road identity.
From Affordable SUVs To Premium Off-Roaders
So, how different is Jetour's new direction from what Malaysians can buy today? Quite different, at least when it comes to pricing and positioning.
Jetour's Malaysian range starts with the Dashing at RM109,800 and VT9 at RM118,800. The T1 starts from RM129,800, while the T2 is priced from RM156,800. More recently, Jetour expanded its electrified offerings with the T2 i-DM plug-in hybrid, launched at RM162,800.
These models largely compete in the accessible SUV market rather than the premium off-road segment Chery now wants to pursue.
For a closer look at where the T1 sits against other Malaysian SUVs, we've also compared the Jetour T1, Jaecoo J7 and GWM Haval H6 HEV.
But Jetour already has a much bigger vehicle waiting in the wings.
Vehicle type: Full-sized, body-on-frame plug-in hybrid SUV
Combined output: 904 PS and 1,135 Nm
Malaysia appearance: Previewed at KLIMS 2026
Local launch and pricing: Not officially confirmed
The Jetour G700 was previewed at KLIMS 2026, giving Malaysians an early look at the brand's more ambitious off-road offerings. Unlike the T1 and T2, the G700 features a body-on-frame construction and a high-output plug-in hybrid powertrain.
Its 904 PS and 1,135 Nm combined output also puts it in an entirely different performance category from Jetour's existing local SUVs.
Jetour Malaysia subsequently teased an upcoming premium off-road SUV during the T1 launch in July, with the G700 widely expected to be the model in question. However, the company has yet to officially confirm its Malaysian launch date, final specifications or pricing.
There's also no confirmation that Jetour intends to discontinue its more affordable models as part of the global repositioning.
Malaysia Could Play A Bigger Role Beyond Sales
Jetour's ambitions in Malaysia aren't limited to selling SUVs. The brand began locally assembling the Dashing and VT9 at Berjaya Assembly's facility in Tampoi, Johor, in 2025.
In its official manufacturing announcement, Jetour outlined plans to invest approximately RM1.4 billion in Malaysia to support additional locally assembled models and future exports to neighbouring ASEAN markets.
The company has also outlined ambitions to establish Malaysia as a regional export and research and development hub.
Plans reported in July 2026 include a new CKD operation at the Chery Smart Auto Park in Lembah Beringin and an Asia-Pacific R&D centre.
Local assembly: Jetour already has CKD operations in Johor.
Future expansion: Additional assembly operations are planned at Lembah Beringin.
Regional ambitions: Malaysia is being positioned for export and R&D activities.
These developments suggest Malaysia could play an increasingly important role in Jetour's international operations. However, there has been no confirmation that premium off-road models such as the G700 will be locally assembled here.
For now, Jetour's manufacturing expansion and its new premium positioning should be viewed as related developments, not proof of a confirmed premium-model production plan.
Are Malaysian Buyers Ready For A More Premium Jetour?
That's the big question. The T1 and T2 accounted for almost seven out of every ten Jetour registrations in August, giving the brand an encouraging snapshot of interest in its adventure-inspired SUVs.
But there's a considerable difference between choosing a T1 or T2 at today's prices and spending significantly more on a premium off-road vehicle. The challenge isn't just about styling or performance.
At higher price points, buyers may also place greater emphasis on aftersales support, long-term reliability, ownership costs and the overall brand experience.
Whether Jetour can translate its existing Malaysian momentum into demand for more expensive models remains to be seen.
What is clear is that Chery's new global direction comes at a time when the T1 and T2 are already contributing substantially to Jetour's Malaysian registrations.
Jetour's Malaysian registration figures show that its rugged-looking SUVs are already making a meaningful contribution to the brand's local business. But whether that interest can support a move into genuinely premium off-road territory is another question entirely.
Frequently Asked Questions
Chery wants to strengthen Jetour's position in the premium off-road SUV segment. That doesn't necessarily mean it will become a conventional luxury brand like Exeed.
The Jetour T1 led with 433 registrations, followed by the T2 with 425. Together, they accounted for approximately 69% of Jetour's 1,239 registrations that month.
There has been no confirmed announcement that models such as the Dashing or VT9 will be discontinued because of Jetour's new global strategy.
The G700 has already been previewed in Malaysia, but its official local launch date, final specifications and pricing have not been confirmed.
For Jetour, moving upmarket could be about more than introducing bigger, more powerful SUVs.
It may also mean convincing Malaysian buyers to see the brand differently.
And with the G700 potentially joining its local lineup, Jetour's next challenge may not simply be selling more SUVs, but proving that it belongs further upmarket.
