From "Travel+" to "Zongheng": The Advanced Path of the Jetour Brand

—As the Jetour G700 drives onto the battlefield of electric off-road vehicles, Chery's high-end leap officially begins.


I. Starting from "Travel+": Jetour's First-Stage Mission: Build a Car That Can Take the Family to Distant Places

In 2018, when most domestic brands were still caught up in price wars over sedans and SUVs, Chery took a different path and created a brand-new sub-brand—Jetour (JETOUR).
Its starting point was not "performance" or "intelligence," but two words—travel.

The proposal of the "Travel+" concept directly addressed the core needs of Chinese family users—it could handle daily commuting while also taking the family to distant places.
From the earliest Jetour X70 and X90 series to the later Dasheng and Traveler, Jetour completed the accumulation of one million users in just a few short years.

In recent years, Jetour's path has been very steady—it did not blindly pursue high-end positioning, but instead pushed "space, comfort, and practicality" to the extreme; it did not chase "concepts," but instead made every detail of family travel resonate deeply.

But for a brand to continue growing, it cannot remain forever at the "practical" level.
When users are no longer satisfied with "being able to set off," but hope to "reach farther and more difficult places," Jetour's brand direction naturally extended to the new proposition of "Zongheng between heaven and earth."


II. From "Travel+" to "Zongheng": A Brand Evolution from "Setting Off" to "Conquering"

If "Travel+" solved "family travel freedom," then "Zongheng" aims to solve "all-domain exploration freedom."
At the end of 2024, Jetour—this was not merely an upgrade of a product line, but a redefinition of the Jetour brand spirit.

Zong means depth—moving toward more ultimate technology and scenarios;

In addition, the Chery Group reintegrated its internal resources for this purpose, launched a dedicated longitudinal hybrid platform, and, based on a body-on-frame architecture, created its first electric off-road SUV—the Jetour Zongheng G700.
This car is not just "a new member of the Jetour family," but also Jetour's breakthrough work in entering the new energy off-road segment.

Its significance is like when Toyota launched the Land Cruiser—giving a "family brand" an off-road soul.



Traditional off-road SUVs have an iron-like faith, yet often also carry the impression of being "rough, bulky, and gas-guzzling."
The arrival of the G700 gives this category new possibilities.

First, it is built on a body-on-frame chassis + longitudinal hybrid architecture, which is extremely rare among new energy SUVs.
The powertrain system 2 is composed of front and rear dual electric drive, with a combined power of up to 665, combined torque of 1,135 N·m, and a 0-100 km/h acceleration of only 4.6 seconds.
Even when facing the million-yuan-class Tank 700 Hi4-T or Fangchengbao 5, the G700 still has the confidence to confront them head-on.

At the same time, it has hardcore configurations such as three locks, a 100L fuel tank, an 800V high-voltage platform, and IP68 waterproof rating, with a combined range of over 140.
This means it can both cross no-man's lands and drive quietly in the city—truly achieving the dual experience of **"hardcore yet not rough, intelligent yet not delicate."**

It can be said that the G700 is not only a car, but also a redefinition of the "boundaries of new energy off-roading."


IV. From Mechanical to Intelligent: Jetour's Technological Leap

Chery has always been a representative of "engineer culture," and the G700 gives this underlying technological belief an "intelligent" outer garment.
The Huawei Qiankun Intelligent Driving® ADS 4 system it carries realizes L2.9-level intelligent driving capability—it can automatically change lanes on highways, automatically enter and exit ramps, and automatically identify terrain and adjust the chassis in off-road environments.

More importantly, the G700 introduces for the first time the **"Off-road NCA" scenario**, achieving intelligent recognition of terrain such as sand, mud, and snow through the linkage of chassis, intelligent driving, and power—turning the past era of "off-roading by experience" into a new era of "off-roading by algorithm."

And the Zongheng Inspiration Cockpit inside the car also blends luxury and technology just right:

Four-screen linked design (35.4-inch instrument cluster + 15.6 central control + 17.3 cinema screen + 8.88 rear screen)

Lexicon 18-speaker audio system, with power up to 1504W

16 intelligent scenario modes, supporting immersive experiences such as family movie viewing, camping lights, and in-car oxygen cabin

When you sit in the G700, you will find that it is no longer just an "off-road tool," but a mobile space where you can roam heaven and earth and settle your spirit.


V. Ecosystem Layout: From Building Cars to Building Culture

Jetour Zongheng is not just building cars, but also building an ecosystem.

The "Zongheng Road" off-road ecosystem: 13 exclusive routes and 50 Zongheng off-road bases;

The JMK official customized modification plan: launching personalized models such as the Ring Tower Edition, Super Realm Edition, and Top Fire Edition;

And the exclusive community for car owners, the "Zongheng Club," making every user a member of the "Explorer Community."

This transformation from products to user culture is precisely the key to Jetour's brand evolution.
In the past, what Jetour advocated was "taking the family traveling";
Today, what it advocates is "taking faith to distant places."

G700 users are no longer just car owners, but more like members of a brand community.
The implementation of this system finally gives Jetour's brand spirit a true home.


VI. Brand Landscape: Chery's Second Growth Pole

From the perspective of group strategy, the birth of Jetour Zongheng is the "second arrow" in Chery's brand upgrading.
Chery already has the "Tiggo series" for the mainstream market and "Exeed" for the high-end new energy direction, while Jetour Zongheng fills the gap in the segmented track of "electric off-road."

In the wave of new energy transformation, whoever masters the technical capability of "longitudinal hybrid + body-on-frame architecture" can stand on a higher stage.
This architecture not only supports the G700, but will also become the core foundation for multiple future models of Jetour Zongheng.

It can be foreseen that the future Jetour Zongheng will form a product sequence from **G700 (flagship) - G500 (mid-size) - G300 (light off-road)**, building a complete electric off-road family.

And within Chery's entire group system, it will also become, after Exeed, the globalization output window with the strongest brand momentum.

VII. Conclusion:

In six years, Jetour went from a blank sheet of paper to one million users, from the X70 to the G700, completing a brand advancement rarely seen among domestic brands.
It has not forgotten its original aspiration—it is still "for the family, for distant places";
But it is also constantly expanding its boundaries—so that exploration no longer stops on highways, but goes deep into mountains, rivers, and the world.

The arrival of the G700 marks the opening of a new era:
An era belonging to Chinese electric off-road SUVs.

In this era, Jetour Zongheng is not only meant to "take you off,"
But even more to let you roam heaven and earth and travel without boundaries.