At the 2025 LIWA International Festival, JETOUR hosted its Global Fan Festival, showcasing the brand’s Travel+ strategy through off-road adventures, community engagement and product co-creation in the Middle East.
ABU DHABI: On the golden sands of Abu Dhabi’s LIWA International Festival, JETOUR Auto made a bold statement by hosting its 2025 Global Fan Festival, marking a new milestone in the brand’s international “Travel+” strategy. As Chief Partner of the region’s premier off-road event, JETOUR turned the dunes into a dynamic platform of user engagement, immersive product testing, and lifestyle co-creation.
Drawing over 600,000 visitors annually, LIWA blends desert culture with high-octane entertainment, including stunt shows, freestyle drifting, and a desert off-road championship. JETOUR, known for redefining SUVs as lifestyle companions, brought global media and fans to experience their T Series and flagship G700 through thrilling off-road drives and a first-of-its-kind “Off-Road Master Class” with Dakar Rally legend Robbie Gordon.
“After testing, I was impressed by the G700’s strong power delivery and the balance of off-road capability and driving comfort,” said Gordon. “JETOUR’s smart features empower even first-time off-roaders to feel confident.”
During the 2025 Global Fan Festival at LIWA, in an exclusive conversation with The Brew News, Ke Chuandeng, President of JETOUR International, confidently stated, “We are JETOUR. We are different.”
The Brew News: The LIWA Global Off-Road Festival is JETOUR’s first large-scale global user event held in the Middle East. In your view, how does an event like this align with JETOUR’s brand strategy and strengthen the brand’s image among global users?
Ke Chuandeng: Hosting this event in LIWA perfectly aligns with JETOUR’s brand strategy, which focuses on travel and adventure. JETOUR was created as a brand that promotes a travel lifestyle, not just transportation. This location is iconic — not just for UAE residents but also for many global travellers, including visitors from China.
LIWA provides the ideal setting to showcase the capabilities of our vehicles, whether it’s the T1, T2, or G700. The terrain allows users to truly experience performance, from steep climbs to smooth rides. Through this fan festival, we invited over 500 JETOUR users, many of whom drove from across the GCC. It’s a celebration of our community and our shared spirit of exploration.
Events like these are about more than just cars — they represent the lifestyle JETOUR stands for. Our goal is to create meaningful, memorable experiences with our customers, and this region is the perfect place to strengthen that philosophy. We plan to continue holding similar global events every year.
The Brew News: In recent years, many Chinese automotive brands have emerged and are expanding rapidly. Do you see this as competition or a threat to JETOUR?
Ke Chuandeng: Not at all. We don’t see other Chinese brands as direct competitors to JETOUR. When we created JETOUR, our mission was clear — we’re not just selling vehicles; we are building a lifestyle brand.
Our “Travel Plus” strategy is unique. It’s not just about selling cars but about helping our customers live a richer life. For example, we organise off-road experiences, and even take our users to China to explore our country, visit our factories, and experience our culture. These aren’t things you get from a typical automotive brand.
In the Middle East, we’ve made significant investments to improve customer experience. We’ve established a robust showroom, sales network, and spare parts centre in Jebel Ali, Dubai. This ensures that our customers receive fast, reliable aftersales service. For us, it’s not about price wars or devaluing our products post-sale — it’s about long-term brand value and user satisfaction.
We’ve even brought over 1,000 users to China in the past year to participate in cultural exchanges and factory tours. Everyone loved it. That’s what makes us different.
We are JETOUR. We are not just another car brand. We are different.
JETOUR also showcased its Modified Vehicle Ecosystem, featuring custom-built T-Series models, camping-ready SUVs, and the G700 Topfire Edition — each a visual embodiment of the “Travel+ lifestyle.” Over 100 owner vehicles joined a vibrant desert parade, creating a global stage for automotive personalisation.
In a co-creation workshop, 60+ dealers and users from over 30 countries gave live feedback on product design, features, and local needs — solidifying JETOUR’s belief that users are not just customers, but collaborators. “Our Travel+ strategy turns users into partners,” a JETOUR spokesperson said. “That’s what makes this brand different.”
The fan festival also premiered the JETOUR Global User Anthem, led by star owner Cleyton M, who fused traditional Arabic melodies with electronic beats in a live performance — adding cultural resonance to brand celebration.
With more than 2.1 million global sales in just 88 months, and over 414,000 T2 units sold in 26 months, JETOUR has expanded into 100+ countries. Its success in the Middle East is rooted in region-specific R&D upgrades — such as enhanced thermal systems for desert climates — and a strategic focus on community building.
JETOUR’s approach transcends selling vehicles. Through its scalable platforms and owner clubs, it offers modification options and lifestyle experiences that connect with off-roaders, explorers, and adventure-seekers alike.
From LIWA’s festival grounds to the heart of user-driven design, JETOUR has demonstrated that the “Travel+ lifestyle” is more than a slogan — it’s a strategy uniting product innovation with authentic global community building.
