Jetour Celebrates Global Success at Liwa Festival, Eyes Further UAE Growth

In a major customer engagement and brand enhancement, Chinese SUV manufacturer Jetour celebrated a milestone in its international expansion last week. It has hosted a spectacular global fan festival at the famous Liwa International Festival, reiterating its commitment to the UAE market and the overall Middle East region, one of the fastest-growing automotive markets in the world.

Global Audience

It was unmistakably a global event, which took off on December 20. It was a gathering of true enthusiasts of Jetour from over 30 countries at the iconic desert location, which is located a three- to four-hour drive from Abu Dhabi. The gathering was an attempt to showcase the brand's incredible journey from a startup founded just six years ago to a global automotive force operating across 100 countries and regions. This is indeed an incredible feat to achieve for any new brands, and Jetour has successfully achieved it. There was no better place to commemorate than the legendary desert, Liwa, for an off-road brand.

Category	Details
Category	Jetour Global Fan Festival at Abu Dhabi Liwa International Festival
Event	Jetour Global Fan Festival
Date	December 20, 2024
Location	Liwa Desert (around 3–4 hours from Abu Dhabi city)
Attendance	User clubs from over 30 countries
Vehicle showcase	G700 hybrid SUV, T-series range, customization zone
Special guest	Robby Gordon (American racing legend)
G700 UAE pricing	AED 179,000 – AED 240,000
Performance (G700)	900 hp, 0–100 km/h in 4.6 seconds
Global sales	2.1+ million vehicles sold in 88 months
Market presence	100 countries, 2,000+ sales and service networks
Jetour’s role	Chief partner of Liwa International Festival

The company chose a perfect time for celebration, as it came just weeks after Jetour launched its flagship G700 hybrid SUV in September 2025. The highly powerful and performance-orientated SUV gets an impressive 724 horsepower and goes from 0 to 100 km/h in just 4.8 seconds. It is now available in the UAE with prices ranging from AED 179,000 to 229,000, depending on the trim level.

Iconic Liwas Festival

The Liwa festival, which brings over 600,000 visitors annually, is set as an ideal platform for Jetour to display its fast-growing marquee SUV portfolio for overseas audiences. As the main partner for the event, the Chinese automaker displayed its entire lineup, along with the new G700 hybrid SUV. There was a dedicated customisation culture zone consisting of official modifications for the G700 and T-series models.
The Middle East, and particularly the UAE, is turning out to be a vital market for Jetour's global objectives. The region's potential for powerful SUVs suitable for both urban environments and challenging off-road terrain augurs well with Jetour's product philosophy and the adventurous lifestyle the brand represents and is trying to promote.
The Liwa gathering exhibited the brand's approach of bringing together owners and enthusiasts in a celebration that was equal parts automotive showcase, cultural festival, and community gathering. By hosting such events in iconic locations around the world, Jetour is working towards building a strong and special connection with customers which aims to go beyond traditional brand-consumer relationships.

Driving Experience 

During the event, all participants received a remarkable and fun-filled opportunity to experience Jetour vehicles in one of the world's most demanding environments. Liwa's towering dunes and challenging desert terrain have always made it a fascinating, sort of dream place for off-road enthusiasts, and Jetour strengthens this reputation to demonstrate the capabilities of its vehicles in real-world conditions.

The presence of American racer Robby Gordon, who shared key insights from his off-road expertise and techniques with media and fans. This has bolstered the overall atmosphere at the event. His presence underlined Jetour's serious commitment to the off-road segment and its desire to earn the reputation as a serious player in this competitive space.

Remarkable Journey 

Jetour’s growth has been remarkable and truly fascinating in more than one way. Founded in 2018, Jetour has managed to sell over 2.1 million vehicles globally within just 88 months of operations. It is most popular; the T2 series alone sold over 414,000 units in 26 months, which easily qualifies it as a bestseller across multiple international markets.

The brand's aggressive growth has been supported by an extensive network of over 2,000 sales and service centres worldwide. It covers both left-hand drive and right-hand drive markets, and this infrastructure has been vital in maintaining customer satisfaction and building long-term brand loyalty in diverse markets like the UAE.

Jetour's success focuses on what really matters in today's global automotive market; it's not just competitive products and widespread availability. But also with the personal touch of being an aspiration, a lifestyle choice brand to their customers rather than simply a vehicle manufacturer.

This philosophy highlights and explains Jetour's focus on what it calls Travel + Lifestyle integration. It goes way beyond just simply selling cars; the brand is working on several areas at the same time. With a goal of developing a community of like-minded enthusiasts and adventurers who treat their car as an enabler of experiences rather than a transportation convenience.

The company is highly focused on building a strong foundation in key regions like the Middle East, where the combination of factors like purchasing power, preference for SUVs, and a clear adventurous culture gives it ideal conditions for pursuing superior growth.

Jetour’s aggressive and well-planned growth in the Gulf region continues with plans to launch the G700 in Saudi Arabia soon. The model will most likely be priced between SAR 179,990 and SAR 229,990 in the Kingdom, making it highly desirable and competitive to take on some of the well-established brands in the premium SUV segment.

Conclusion 

The event certainly gave the UAE automotive market a special space in the Chinese brand's global strategy. Overall, as Chinese brands continue to seek global expansion, Jetour's strategy of combining competitive products with lifestyle branding and community building could serve as a successful model. Jetour is certainly positioning itself as a compelling option in a crowded marketplace for UAE car buyers seeking powerful, capable SUVs that also guarantee a good ownership experience supported by reliable networks.