JETOUR boosts Boxy SUV push with global Dunhuang event

JETOUR staged its second Global Boxy SUV Conference in Dunhuang, China, drawing more than 1,100 media, users and industry guests around its “Drive your future” theme. The event highlighted the automaker’s XWD all-wheel-drive technology, global sales momentum and growing Travel+ community as it seeks to broaden off-road driving beyond specialists.

Why it matters: - JETOUR is positioning Boxy SUVs as a lifestyle product tied to travel, outdoor exploration and off-road adventure, not just vehicle capability. - The company is using technology, community events and a global dealer network to make off-road driving more accessible to a wider audience. - JETOUR says that approach is helping expand its international brand and strengthen loyalty around its “Travel+” philosophy.

What happened: - JETOUR held its second Global Boxy SUV Conference in Dunhuang, China, under the theme “Drive your future.” - The event brought together more than 1,100 media representatives, users and industry guests. - JETOUR presented its XWD fully automatic intelligent all-wheel-drive technology and its Boxy SUV lineup. - Attendees took part in desert off-road test drives, camping under the stars and co-creation forums with users.

The details: - JETOUR said the Boxy SUV segment has evolved from pure off-road utility into a symbol of freedom, exploration and adventure. - The company has launched models including the JETOUR T1 and JETOUR T2. - XWD is designed to reduce the difficulty of off-road driving. - JETOUR says drivers without professional off-road experience can handle sand, mud and gravel more easily with the system. - The company says its Boxy SUV family has surpassed 700,000 global sales. - The JETOUR T2 reached 500,000 units sold in 33 months after launch. - JETOUR says that marks a world record for the fastest Boxy SUV to reach that sales milestone. - Leané Nieuwenhuys, owner of the 500,000th JETOUR T2 and a South African customer, said she sees the vehicle often on Instagram and in South Africa and likes its large central screen and infotainment system.

Between the lines: - JETOUR is leaning on product proof points and user experiences to turn off-road driving into a mainstream travel identity. - The company’s messaging suggests it wants Boxy SUVs to stand for a broader lifestyle category, which can help differentiate the brand in a crowded SUV market. - A growing club network gives JETOUR a built-in channel for events, word of mouth and customer retention.

What's next: - JETOUR is expected to keep expanding its Travel+ brand platform through global events, club activities and new vehicle launches. - The company’s international reach, with presence in 100 countries and regions and more than 2,000 sales and service points, gives it a base to scale that strategy. - JETOUR CLUB activity is likely to remain a key part of that effort, following more than 500 events organized worldwide in 2025.

The bottom line: - JETOUR is trying to make Boxy SUVs a global lifestyle category, and it is pairing sales growth with community-building to do it. - For more information, visit the company's website.