Jetour wins SA Car of the Year

The South African automotive industry experienced a significant milestone recently when the Jetour T2 became the first Chinese vehicle to win the renowned South African Car of the Year competition. Being a brand that entered the local market a short time ago, this remarkable achievement is far more than just a trophy. It reflects changing consumer attitudes, growing confidence in Chinese automotive brands, and Jetour’s rapid rise in one of the world’s most competitive vehicle markets.

Nic Campbell, Vice President of Jetour South Africa, says this award has generated enormous pride throughout the organisation. While being named a finalist was already a significant achievement, taking the top honour reinforced what many customers have already been saying about the T2.

The vehicle has quickly become a favourite among South African buyers, and Campbell believes the award confirms that the brand’s efforts to deliver a compelling product resonates with consumers and industry experts.

Despite the prestige associated with winning South African Car of the Year, Campbell is quick to point out that awards alone do not create a successful automotive brand. He believes long-term success depends on strong relationships with customers and dealer partners, backed by consistently high levels of service.

“You can have the best product on the market,” he explains, “but if your customer service levels are poor, you will not achieve success.”

For Jetour, the award serves as motivation to continue improving every aspect of the ownership experience, from sales and after-sales support to customer care and dealer engagement.

The endorsement carries particular weight because the Car of the Year competition is judged by some of South Africa’s most respected motoring journalists and the AI components increases objectivity. Judging examines everything from technology and performance to safety, value, innovation and back-up.

Campbell describes the accolade as a tremendous honour, noting that the judging panel’s extensive industry experience makes their recognition especially meaningful.

So what helped the T2 stand out from the competition?

According to Campbell, the answer lies in a combination of factors. The T2’s distinctive styling, robust build quality, modern technology, and strong overall performance all contributed to its appeal. The SUV’s rugged, boxy design has attracted considerable attention, while its comprehensive specification and after-sales support package have helped build trust among buyers.

The vehicle’s success also highlights how dramatically perceptions of Chinese vehicles improved in South Africa.

Only a decade ago, many consumers viewed Chinese automotive brands with scepticism. Now, those attitudes are changing rapidly as buyers focus less on a vehicle’s country of origin and more on the value, quality and technology it offers.

Campbell believes South African consumers are increasingly willing to consider a wider range of brands, provided they deliver a compelling product and ownership experience. Build quality, advanced technology and a growing presence on local roads have all contributed to this shift in perception.

The significance of Jetour’s achievement extends beyond a single brand. Campbell sees the award as a broader milestone for the whole Chinese automotive industry. Chinese manufacturers are gaining market share around the world, driven by their ability to innovate fast and respond to changing customer expectations.

One area where Jetour believes it has a particular advantage is its customer-focused development process. The company regularly conducts customer engagement programmes globally to better understand what buyers want from their vehicles, allowing it to tailor products more effectively to market demands.

The T2’s commercial success has mirrored its critical acclaim. Since its launch, sales have surpassed 4,000 units, reflecting strong consumer interest and healthy showroom traffic. While Jetour always expected the model to perform well, the pace of growth has exceeded many expectations.

The response to the Car of the Year award has been equally enthusiastic. Dealers across the country have embraced the recognition, viewing it as further validation of a product they already believe in. Campbell says the award has also encouraged previously hesitant consumers to take a closer look at the brand.

Like any fast-growing manufacturer, Jetour continues to face questions about parts availability, dealer support and long-term commitment to the South African market. Campbell says these concerns have been a priority since day one.

The company maintains extensive parts inventory at its Midrand headquarters and works closely with dealers to ensure sufficient stock levels are available throughout the network. Recent industry rankings have also highlighted Jetour’s strong parts supply performance, particularly within the vehicle repair sector.

Although occasional delays are inevitable, Campbell says the company’s focus remains firmly on resolving issues quickly and keeping customers on the road.

Commitment to customer support forms part of a broader strategy that has helped Jetour become one of South Africa’s fastest-growing automotive brands. The company recently achieved eighth place in the national sales rankings, a remarkable accomplishment for such a young brand.

Campbell attributes this growth to a combination of attractive products, strong dealer support and a customer-centric approach that extends beyond the initial purchase.

Ultimately, he believes that while technology and design may attract customers to a showroom, long-term success still comes down to people.

“People buy cars from people,” he says.

As for what the Car of the Year award means for Jetour moving forward, Campbell sums it up simply: it is both a source of immense pride and a powerful motivation to keep improving.

For Jetour, this historic victory is not the destination. It is the beginning of the next chapter.

www.jetour.co.za