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Chery Group Brand Prepares Entry into Brazil with Robust Style SUVs and Shared Mechanics with the Tiggo 7, Revealed by Boris Feldmann, and is Expected to Compete with Models Inspired by Land Rover.
Jetour, a brand of the Chery group, is preparing for its debut in Brazil with its own operation and a focus on robust SUVs.
The arrival comes amid the expansion of Chinese manufacturers in the region, following recent moves by BYD and GWM.
The information was revealed by journalist Boris Feldmann on his YouTube channel while commenting on the new offensive of Chinese brands in the country.
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Founded in 2018, Jetour has gained space in the Asian market and is now structuring a team and office in Brazil to begin sales.
The design of part of its line is “blocky” and reminiscent of the style of Land Rover, while the mechanics use already known sets from the group, such as those applied to the Tiggo 7.
Independent Operation in Brazil
Unlike the historical partnership between Chery and Caoa in Caoa Chery, Jetour is arriving with an independent structure.
The operational model follows the logic adopted by Omoda & Jaecoo, a division also linked to the group that implemented its own base in Brazil.
As a result, Jetour will form a third operational pole of Chery in national territory, expanding offerings and positioning.
While the administrative network and headquarters are organized, the brand is working on the processes for approval of the first products.
The plan is to operate without ties to factories and structures of Caoa, adopting governance, contracts, and its own channels.
The definition of the dealership network and after-sales accompanies this initial setup.
Global Presence of Jetour
Born in 2018 as a sub-brand of Chery focused on SUVs, Jetour operates with models ranging from family to light off-road.
In international markets, the portfolio includes utilities with medium and large dimensions, as well as hybrid versions and, in some cases, plug-in.
This combination of adventure-appeal design with technological content has helped consolidate the brand in just a few years in countries across Asia, the Middle East, and Latin America.
For Brazilian consumers, the visual appeal is expected to attract attention.
Part of the range uses straight lines, a high hood, and prominent wheel arches, solutions that resonate with the imagery of “roots” SUVs.
The goal is to occupy a niche already explored by competitors with aesthetics inspired by trail vehicles, but with an urban use focus.
Style Reminiscent of Land Rover
Although not reproducing proprietary elements from other manufacturers, some models from Jetour adopt proportions and surfaces that recall the Land Rover Defender.
Verticalized silhouette, flat roof, generous approach and departure angles, and raised bumpers enhance the visual appeal.
This direction also appears in functional items, such as lower protections and roof bars.
The interpretation is of a utility prepared to tackle uneven surfaces but with the finish and technology of a modern SUV.
In Brazil, this visual language tends to position the brand’s products in segments where style and perception of robustness weigh heavily on purchasing decisions.
Mechanics Aligned with Tiggo 7
Technically, Jetour uses solutions already known from Chery, including ACTECO turbocharged engines.
In external markets, models from the brand share architecture and sets with the Tiggo family, which includes 1.5 turbo and 1.6 turbo options along with dual-clutch transmissions.
In Brazil, the Tiggo 7 Pro/Pro Max serves as a reference for this set by offering a 1.6 turbo GDI engine with 187 hp and a 7-speed DCT transmission.
This combination indicates the performance level that the audience can expect from Jetour here.
Nonetheless, the manufacturer has not disclosed which mechanical configuration it will bring to the country.
The definition depends on approval, pricing strategy, and global availability of powertrains.
Until then, the indication is of technical alignment with what the group already sells, a factor that tends to facilitate assistance, parts supply, and network training.
Models Considered for the Debut
Specialized press indicates that the debut should involve SUVs of distinct styles to cover complementary audiences.
One of them is the T2 (Traveler), a utility with straight lines and a light off-road proposal, precisely the one that most evokes the “Land Rover” look.
Another candidate is the Dashing, aimed at urban use with a sportier design. The presence of these models in tests in Brazil has been reported by trade publications.
Jetour has not officially confirmed which model will arrive first or the exact launch date.
While defining the initial lineup, the brand is moving forward with hiring and establishing an office in São Paulo, in addition to mapping the commercial network.
The announcement of warranties, connectivity packages, and delivery schedules is expected to occur in the final preparation phase.
Favorable Scenario for Chinese Brands
The movement of Jetour occurs in a favorable environment for Chinese brands. BYD has inaugurated its industrial operation in Camaçari (BA) and has begun local vehicle assembly starting in 2025.
GWM is making progress with the plant in Iracemápolis (SP), which will begin production this second semester.
This backdrop reinforces the perception that Brazil is experiencing a new phase of diversification of brands and products, especially among SUVs.
Even though Jetour has not detailed sales targets, the expansion of local infrastructure suggests intense competition in the sports utility segment. The competition for price, technological content, and delivery time is expected to intensify.
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