Jetour redefines Nigeria, South Africa’s SUV markets with arrays of models

In less than three years of its entry into Nigeria, Jetour, the Chinese automotive brand, has transformed the nation’s automobile landscape, carving a niche as the fastest-growing SUV brand and setting new records with a robust lineup of models.

Jetour’s strategy has been bold yet calculated — focusing exclusively on Sport Utility Vehicles (SUVs) designed for Nigeria’s rugged terrain, while combining cutting-edge design, comfort, and fuel efficiency.

With more than seven SUV models now available locally — including the X50, X70, X70 Hybrid, X70 Plus, X90, Dashing, T2, and T2 Hybrid — the brand has achieved what no other automaker has managed in such a short time.

Industry watchers recall Jetour’s unconventional debut in Nigeria, which came without the typical flamboyant unveiling.

The brand quietly introduced four models — X70, X70 Plus, Dashing, and X90 — yet quickly caught the attention of the Nigeria Auto Journalists Association (NAJA). Recognising the quality and performance of its vehicles, NAJA awarded Jetour “Fastest Growing Auto Brand” in 2024 at its annual awards in Lagos.

Since then, Jetour has not looked back, rapidly expanding its portfolio with newer models such as the X50 and its hybrid variants, the T2 Hybrid and X70 Hybrid.

Analysts say Jetour’s success lies in its deliberate decision to tailor its lineup for Nigeria’s challenging driving conditions. SUVs dominate its portfolio, making them ideal for navigating rough roads across the country.

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In addition, the brand has aligned itself with the Federal Government’s call for eco-friendly vehicles, introducing two powerful hybrid models that are already market leaders in their segments. With rising fuel costs, these models have attracted a new class of Nigerian buyers seeking efficiency without sacrificing performance.

A satisfied customer shared his experience: “I wanted to buy a popular brand but was advised by a friend to try Jetour. I went for the X70, and it surpassed my expectations. I was also left with a huge sum that I invested in my business.”

As Jetour’s popularity grows, dealerships are rushing to partner with the brand, boosting customer confidence nationwide. A new dedicated showroom by NewEra Autovehicle Services Ltd was recently unveiled in Lekki, Lagos, underscoring the brand’s expanding footprint.

At the launch, Chief Michael Ade-Ojo, one of Nigeria’s most respected auto industry leaders, praised Jetour for its durability and relevance to Nigeria’s unique terrain.

“Jetour is not just a stylish automobile but a durable companion built to meet Nigeria’s peculiar demands,” Ade-Ojo said. “Its ruggedness and advanced features make it an excellent choice for individuals and corporate organisations alike.”

Jetour’s success is not limited to Nigeria. In South Africa, the brand has outperformed established names like Mercedes-Benz, Honda, and Jaguar Land Rover in certain segments. According to Naamsa’s May 2025 sales statistics, Jetour sold 620 passenger cars in a single month, beating several long-established rivals.

“We are excited to mirror Jetour’s worldwide success in South Africa and become the top choice for travel vehicles amongst local customers,” said Johnny Fang, Managing Director of Jetour South Africa.