China’s automaker Jetour has chosen Dubai as the global launch city for its new G700 hybrid SUV, signaling the UAE’s growing importance in the brand’s international strategy. With Chinese carmakers expanding their footprint across the Gulf, Dubai offers a competitive environment and a clear view of global consumer trends.
Jetour Vice President Ke Chuandeng described the UAE as a “window to the world,” highlighting that success in Dubai can set a benchmark for the company’s performance in other markets. “Dubai is an international city and a window to the world. If we make a big success here, it’s a very good benchmark for all of our markets worldwide,” he said.
The G700 is the first model in Jetour’s new premium off-road series, designed to combine hybrid efficiency with a luxurious driving experience. The vehicle will gradually roll out across Gulf markets, with Saudi Arabia scheduled to receive the model later due to regulatory approvals.
G700 Hybrid SUV: More Than Just a Vehicle
The G700 is positioned as a lifestyle vehicle, reflecting the UAE’s culture of adventure and off-road driving. Jetour is linking the model to the Liwa Desert Rally, part of the Liwa International Festival, held in Abu Dhabi’s Al Dhafra region at the base of Tal Moreeb, the country’s tallest dune.
The festival features motorsport events such as dune bashing and UTV racing, as well as cultural activities and entertainment. Jetour plans to invite G700 owners to participate in off-road driving sessions guided by professional instructors. “The car is not only a car, it is lifestyle,” Ke said. “We aim to build a community around outdoor experiences.”
By associating the G700 with adventure and cultural events, Jetour is creating a unique position in the premium SUV segment and appealing to consumers who value experiences as much as vehicles.
Rapid Expansion in Gulf Markets
Jetour has grown rapidly in the Gulf over the past two years. The company now ranks third in the SUV segment in the UAE and fourth overall among all brands. In countries like Oman, Qatar, and Bahrain, Jetour is ranked second among all automakers, thanks to strong partnerships, professional local distributors, and aggressive expansion strategies.
Other Chinese automakers, including BYD, MG, GAC, and Changan, have also seen growing success in the Middle East. Competitive pricing, hybrid powertrains suited to Gulf driving conditions, and rising consumer confidence in Chinese-built vehicles have all contributed to this growth.
Strategic Moves to Strengthen Brand Recognition
Jetour plans to introduce additional models in 2026 to strengthen its position in the premium hybrid SUV category. Saudi Arabia, the region’s largest market, is a key focus, with plans to expand sub-dealer networks to ensure broad accessibility once the G700 is officially launched there.
Ke emphasized the company’s ambitious approach: “We are ready for next year and have a very aggressive plan. With our partners’ support, we can achieve more success in this market and provide excellent products and services to local customers.”
This strategy reflects Jetour’s goal to establish a long-term presence in the Gulf and build brand recognition in a competitive segment traditionally dominated by Japanese and American automakers.
Understanding the UAE Market
Dubai’s automotive market offers unique insights for international brands. Large SUVs are highly popular, and the retail environment is competitive, with customers expecting premium quality, advanced technology, and engaging experiences. By launching the G700 in Dubai, Jetour can assess consumer reactions and adapt its strategy for other markets.
The UAE’s diverse population and preference for luxury vehicles make it an ideal platform to introduce premium models. Success here allows Jetour to refine product offerings, pricing, and marketing strategies for broader international markets.
Lifestyle and Community Integration
Jetour’s approach emphasizes more than just vehicles. By integrating the G700 into lifestyle and outdoor experiences, the brand builds a community of enthusiasts who connect with the car through shared adventures.
Events like the Liwa Desert Rally allow owners to experience the SUV’s capabilities firsthand while fostering loyalty and engagement. This approach is increasingly common among premium automakers who aim to combine product excellence with cultural and social experiences.
The Growing Appeal of Chinese Automakers
Chinese carmakers are increasingly being seen as premium options rather than budget alternatives in the Gulf region. Vehicles like the G700 offer hybrid technology, luxury features, and performance suited to Gulf driving conditions, making them attractive to local consumers.
Hybrid SUVs, in particular, benefit from fuel efficiency and adaptability in desert environments, giving them a competitive edge. Rising trust in Chinese-built vehicles has also helped brands like Jetour expand rapidly, challenging traditional market leaders.
Looking Ahead: Jetour’s Vision
Jetour plans to continue its aggressive growth strategy in the Gulf and beyond. New model launches, expanded dealer networks, and lifestyle-focused events are central to this approach.
Ke emphasized the importance of partnerships and local support: “Our success depends on professional partners who share our vision. Together, we can provide high-quality products and services that exceed customer expectations.”
By combining hybrid technology, premium design, and lifestyle integration, Jetour is positioning itself as a leading player in the hybrid SUV market and aiming to compete with established global brands.
Conclusion
Jetour’s launch of the G700 hybrid SUV in Dubai highlights the UAE’s role as a strategic gateway for global expansion. By integrating lifestyle experiences, leveraging local partnerships, and focusing on hybrid technology, Jetour is building brand recognition and market share across the Gulf.
Dubai serves as more than a launch city; it is a testing ground for international success, providing insights into consumer preferences and retail dynamics. With plans for 2026 model launches and dealer expansions in Saudi Arabia, Jetour is poised for continued growth and increased visibility in the premium SUV segment.
Success in Dubai will not only strengthen the brand in the Gulf but also provide a template for Jetour’s global ambitions, establishing it as a serious contender in the international automotive market.
Do follow UAE Stories on Instagram
Read Next – AD Ports Group to Expand CMA Terminals Capacity by 50 Percent
