In a market characterised by intense competition and financial constraints, introducing a new brand of SUV is daring, but newly appointed Vice President for Jetour in South Africa, Nic Campbell, says that the brand is poised to establish a new standard of excellence in the local automotive industry.
Campbell has been in the motoring trade for over 14 years, with extensive experience working with international car brands and original equipment manufacturers in South Africa. He understands the needs and expectations of the key stakeholders within the value chain and what is needed from a South African perspective and says that finding the middle ground is key.
Dealing with international OEMS and understanding their expectations has positioned him well for this new role at Jetour South Africa, understanding the brand non-negotiables and adapting these to the South African setting.
While keeping dealers and staff happy is vital, putting the needs of the customer first is what Campbell says will set Jetour apart from its competitors.
“When a customer comes into a dealership at the end of their 10-year, one-million-kilometer warranty, we want them to be as happy as they were when they first bought their vehicle,” he says.
Globally, Jetour’s 10-year, one-million-kilometer warranty is a powerful offer that demonstrates the brand’s confidence in the durability and reliability of its vehicles, providing significant peace of mind for customers, and building trust in a brand that was first launched in China in 2018.
“Any new brand will create hype and excitement. How we interact with our customers and develop that trust means getting it right from the start, and that’s why we are driving so hard now to get everything in place,” Campbell says.
Excellent value for money, luxurious interiors, a range of advanced safety and tech features, retro design and robust performance. These are some of the reviews that the Jetour brand has been receiving since launching across the Middle East, Central and South America, Africa and Asia-Pacific.
With the 7-seater Jetour X70PLUS and 5-seater DASHING models arriving in South Africa in September 2024, Campbell says that the company is entering the local market with what customers want, affordable luxury, alongside a comprehensive strategy to ensure that parts are available, that dealers are on board and that aftersales service is in place.
Campbell says that introducing a new brand in a competitive market is very exciting but requires addressing the learnings and challenges faced by previous brands.
As such, Jetour has already started stocking R100 million in parts. This, alongside having secured 40 dealerships nationally, shows just how much detail has gone into the planning of their South African launch. Parts are also not being outsourced or kept off site, but at their headquarters in Kyalami, Johannesburg. “If there are issues, we’ll know about them,” Campbell says.
Another key priority is instilling Jetour’s brand culture and values across this extensive dealer network, with the understanding that for South African customers, their vehicle purchase is one of their biggest assets. “South African customers expect the best and they deserve the best,” he says. “Understanding the mobility needs of the South African consumer and servicing those needs is a key focus area of our network”.
Campbell adds that Jetour is not here to sell one car to one family but wants Jetour to be seen as a mobility solution for the extended family, and for families to become part of the Jetour ecosystem.
A training facility has been established at their headquarters in Kyalami, with intensive sales and after-sales training already underway.
Jetour, one of the fastest growing SUV brands in China, offers the type of vehicle that not only gets families from A to B during the week, but is also synonymous with lifestyle and travel, the perfect SUV in which to explore on weekends and holidays.
“I believe that this great product coming to South Africa is a step above anything we have seen locally before and is the reason I joined the Jetour team. We are leading the way to get this new brand well established from the start.
These cars are beautiful, we have the parts inventory ready, our dealer network is committed and onboard, and we are taking every step to ensure that our customers will be as happy and satisfied as possible”.
The official South African launch of Jetour takes place in Johannesburg on 20 September 2024.
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Zareef Minty is making waves in South Africa\’s politics, law and business industries. ZRF Holdings houses a PR company, a clothing company and a law firm. He\’s also a best-selling author of Empire, which is aimed at a young audience in need of life and career guidance. Minty is a motivational speaker and a One Young World ambassador. He\’s been named one of the Top 200 Young South Africans by Mail & Guardian and he\’s on the Forbes 2018 list of 30 under 30 African\’s to watch.