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Who’s behind Jetour Auto Philippines?

March 30, 2023
Jetour Auto Philippines recently showcased its new models at an exclusive media preview on March 2023.

However, the company announced in a press statement that its distribution agreement with Jetour Auto International had been signed on February 2023. 

Established in 2018, Jetour is headquartered in the Wuhu Hi-tech Industrial Development Park on the bank of the Yangtze River. 

The brand is a subsidiary of Chery Holdings, which also handles the Chery auto brand that is distributed locally by the United Asia Automotive Group Inc. 

The name Jetour originated from classic Chinese literature and translates to mean “successful career” and “the world returns to the same place which different paths.”

“With our joint efforts, I believe the Jetour brand will grow very quickly and achieve great success in the Philippines,” said Jetour Auto International general manager Jicai Chen.

“We are truly excited to join forces with a reputable and successful automotive group,” said Jetour Auto Philippines managing director Miguelito Jose. 

“We are committed to working together to provide our customers with the best possible experience, from sales to after-sales,” he added.

Young blood

Jetour Auto Philippines executives include president Yves Licup (third from left) and COO Michael Goho (fifth from left). PHOTO BY VJ BACUNGAN.

At the helm of the newest Chinese car brand to enter the Philippines are two young executives who have extensive experience in the local car industry.

Yves Licup, 31, was named Jetour Auto Philippines president. His family is well-known for handling the Autospeedygo Group car dealership network.

Meanwhile, 33-year-old Michael Goho was appointed the brand’s vice president. He is also vice president of the Gateway Group, which is a nationwide car dealership network based in Cebu.

Youth-oriented models

The expected best-sellers in the local Jetour lineup include the X70 and the top-spec X70 Plus seven-seater crossovers. PHOTO BY VJ BACUNGAN.

Jetour Auto Philippines is going in hard in its market debut, specifically naming and targeting established models in the market.

The Jetour X70 seven-seater crossover will take on popular crossovers like the Geely Coolray and Ford Territory, along with multi-purpose vehicles like the hot-selling Toyota Innova.

Meanwhile, the Jetour Dashing five-seater crossover will also directly compete with the Coolray, along with established turbocharged crossovers like the Honda HR-V.

Finally, the Jetour Ice Cream mini electric vehicle (EV) is going head-to-head with the Wuling Mini EV, which is still a gray import in the Philippines.

“Of course, if we do a new brand, we want it to succeed kasi [because] we’re very familiar with previous China brand attempts,” Goho said. “Maraming nag-fail [many failed] We really want that advantage. We really want to start the brand on a high note.”

Licup told AutoFun Philippines that the company has no plans to release further models for 2023.

Pioneering warranty

The fledgling brand is also going for the jugular with its warranty package.

All Jetours come with a six-year/unlimited mileage warranty, along with a 10-year engine warranty.

Jetour Auto Philippines also plans to stock up heavily on parts to minimize turnaround times for repairs.

“We’re able to assess and compare problems,” Goho told AutoFun Philippines. 

“Of course, we prioritize parts supply and stable inventory. So we wanted to make sure before venturing into this, in place ‘yan [these are in place],” he added.

What do you think of Jetour’s chances in the Philippines?

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