Chery wants to take Jetour upmarket as a premium off-road brand. The plan was laid out in a notice issued by Chery Group on October 7, which reshuffles the duties of its top executives to push ahead with what the company calls its “Globalization 3.0” strategy. In it, Chery said it aims to “build Jetour into a more globally competitive off-road brand”, with a focus on moving the brand into the high-end segment, as CarNewsChina and Sina reported.
Leading that push is Chery Automobile executive vice president Li Xueyong, who will oversee the Jetour brand division. He will also be in charge of corporate public relations and serve as executive deputy chairman of the company’s marketing and sales management committee.
