In a fiercely competitive market with tight financial constraints, launching a new SUV brand is a bold move. However, Nic Campbell, the newly appointed Vice President of Jetour South Africa, is confident that the brand is set to redefine excellence in the local automotive industry.
With over 14 years in the automotive sector, Campbell brings extensive experience from working with international car brands and original equipment manufacturers in South Africa. His deep understanding of stakeholder needs and expectations, combined with insights from the South African market, has positioned him well for this new challenge. Campbell emphasizes the importance of finding a balanced approach to meet these needs effectively.
Having engaged with international OEMs, Campbell is well-acquainted with their expectations and is adept at aligning these with the South African context. While maintaining dealer and staff satisfaction is crucial, Campbell believes that prioritizing customer needs will distinguish Jetour 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,” Campbell states.
Globally, Jetour’s 10-year, one-million-kilometer warranty underscores the brand’s confidence in the durability and reliability of its vehicles. This promise provides significant peace of mind and builds trust for a brand that debuted 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 adds.
Jetour has garnered positive reviews for its excellent value, luxurious interiors, advanced safety features, retro design, and robust performance since its launch across the Middle East, Central and South America, Africa, and Asia-Pacific.
With the arrival of the 7-seater Jetour X70PLUS and 5-seater DASHING models in South Africa in September 2024, Campbell is confident that Jetour’s entry into the local market aligns with customer desires for affordable luxury. The company has implemented a comprehensive strategy to ensure the availability of parts, dealer readiness, and effective aftersales service.
Campbell acknowledges the excitement of introducing a new brand but also recognizes the need to learn from past challenges. Jetour has already invested R100 million in parts and secured 40 dealerships nationwide, reflecting meticulous planning for their South African launch. The parts are stored at their headquarters in Kyalami, Johannesburg, rather than being outsourced or kept off-site. “If there are issues, we’ll know about them,” Campbell remarks.
A significant focus is also on instilling Jetour’s brand culture and values across its extensive dealer network. Understanding that for South African customers, purchasing a vehicle is a significant investment, Campbell asserts, “South African customers expect the best and they deserve the best. Understanding the mobility needs of the South African consumer and servicing those needs is a key focus area of our network.”
Campbell envisions Jetour as more than just a vehicle provider; he wants the brand to be a mobility solution for families and to integrate into the Jetour ecosystem. A training facility at their Kyalami headquarters is already in operation, offering intensive sales and after-sales training.
Jetour, known as one of China’s fastest-growing SUV brands, promises not only a vehicle for daily commutes but also a lifestyle companion for weekend adventures 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,” Campbell concludes.
The official launch of Jetour in South Africa will take place in Johannesburg in September 2024.