The more interesting thing though about this new Jetour logo is that it technically was launched back in China in 2023.
Despite only having been here for less than a year, Jetour has nevertheless decided that now is the right time to rebrand. The Chery offshoot has recently unveiled a new logo in Malaysia, one that may look fresh to local eyes but has in fact been in use in its home market since 2023.
Now before getting to the slightly confusing part about the timing and rollout though, it is worth taking a closer look at the new logo itself first. This new Jetour emblem apparently carries a fair bit of meaning, as it draws inspiration from the Chinese character “行” (xing), which symbolises moving forward steadily.
The brand’s initials, J and T, are subtly integrated into the design to echo the form of 行, resulting in what the automaker says is a visual identity that conveys motion, progress, and vitality. Finally, its sharp, intersecting lines are meant to evoke a crossroads of possibilities, reflecting Jetour’s belief that every journey, whether across urban streets or rugged terrain, can open up new experiences.
Commenting on the new visual identity, Mr Fu Yong, Chief Executive Officer of Jetour Auto Malaysia, said: “The new logo embodies the spirit of Jetour and our philosophy of ‘defining travel by action’. It represents energy, optimism, and the limitless possibilities that lie ahead for our customers. In Malaysia and beyond, we aim to redefine what it means to travel, combining performance, technology, and lifestyle in ways that inspire new experiences.”
It has to be said too that the timing of this rebrand is also no coincidence, as it comes as Jetour has already begun teasing the upcoming Malaysian launch of its Defender-esque T1 and T2 boxy off-roaders. There are also reports of the marque exploring local entry into the pickup truck segment, potentially with a first-of-its-kind PHEV powertrain.
So far, Jetour’s local rollout has been modest but encouraging. Since deliveries began in April 2025, the brand has delivered well over 1,000 vehicles in Malaysia. At present, there are two models on sale: the Dashing five-seat SUV and the VT9 seven-seat SUV. Both are locally assembled in Johor, with prices starting from RM 109,800 and RM 118,800 respectively.
And now finally, back to the slightly confusing part about why Jetour did not go with this logo during its local launch inn the first place, this remains a relative mystery to all but the brand for now. In any case though, the “JETOUR” wordmark that the brand has used since its debut in 2018 was technically replaced by this new emblem back in 2023 already. And in China, the logo has primarily been associated with the Jetour Shanhai range, which serves as this Chery sub-brand’s own new-energy sub-brand.
While on the topic of Jetour being part of the Chery Group though, its familiar heritage does therefore lend itself to some degree of branding complexity. This is, after all, an automotive giant that sells essentially the same vehicle worldwide under no fewer than three different names, across three different sub-brands. In that context, Jetour’s evolving logo strategy feels less like an oddity and more like business as usual.
