“To capture customers' attention when introducing a new brand, location plays a crucial role. Our Midrand dealership, positioned at the busy intersection of New Road and Lever Road, ensures high visibility as it's frequented by many passersby. This strategic location helps to raise awareness of the Jetour brand,” he adds.

“Additionally, hosting exhibitions, client events and engaging with the local community are key to establishing Jetour as a household name. Being part of a respected motor group like Supergroup is also a significant advantage in building trust and recognition,” Gerrie explains to Dealerfloor.

Mellissa Grobbelaar, Supergroup Dealership’s Regional Marketing Manager, who oversees Jetour and several other brands within the group, shares a similar perspective.

“We launched a successful pre-launch campaign to introduce Jetour to potential customers, focusing on showcasing the brand through digital and radio platforms to maximise reach.

"At present, we operate three Jetour dealerships in Midrand, Rustenburg and Mbombela. Each dealership runs its own tailored marketing campaign, and the interest from potential buyers has exceeded our expectations. In the first two months of business, Jetour South Africa sold 568 vehicles across our dealership network, with our dealership contributing a significant portion,” she says.

Mellissa further explains that the Jetour dealerships are embedded within multi-franchise environments but maintain distinct spaces to ensure each brand’s identity is preserved. “In Midrand, Jetour shares a premises with our Stellantis dealership, while in Mbombela and Rustenburg, we share with our Volvo dealerships,” she adds.

Jetour is also committed to corporate social responsibility, recently announcing its strategic partnership with the Cheetah Conservation Fund (CCF). As part of this collaboration, Jetour will support the care of two orphaned, non-releasable cheetahs annually and provide official vehicles to assist in improving cheetah habitats.

Gerrie tells Dealerfloor, that both the Jetour X70 Plus and the Dashing have proven to be popular choices, offering great value for money. “The high specification of both models, combined with their exceptional build quality, offers a level of luxury that can compete with any European brand.

“What is also impressive, is the speed and efficiency of Jetour's operations. Just a year ago, investors met with Jetour officials at an auto show in China, and within six months, we had 40 dealerships in the country and two product ranges. Next year, we’ll be launching the larger T2 SUV, with more models to follow in the future.

“Selling Jetour is not difficult,” Gerrie adds. “Given the intense competition and the influx of new brands into the local market, the key is to get our products in front of people. We need to make Jetour a household name and build customer confidence, supported by Supergroup Dealerships' legacy of exceptional customer service and a commitment to earning our clients’ trust.”