Following Jetour’s historic South African Car of the Year victory late last month, Nic Campbell, Vice President of Jetour South Africa, unpacks what the award means for the brand, the growing influence of Chinese automotive manufacturers, and what’s next for Jetour in the local market.
Q: The Jetour T2 has just become the first Chinese vehicle to win South African Car of the Year. What was your reaction when the winner was announced?
From being announced as finalist, we at Jetour South Africa have felt an immense sense of pride, not only in the T2 but in our brand. Being recognised on such a large scale in a relatively short amount of time as a brand, and within an even shorter space of time since the launch of the T Series, has inspired us even more. The T2 is undoubtedly a South African favourite and to win the title of South African Car of the Year instills massive pride in our organisation.
Q: What does this achievement mean for Jetour as a relatively new entrant to the South African market?
The success of Jetour cannot solely be based on awards, but rather on the relationships we build with our dealer partners and our customers. You might have the best product on the market, but if your customer service levels are poor, you will not achieve success. The momentum we have gained from winning the award will be a focused effort on being excellent in all aspects of the value chain. We are immensely proud of our dealer network and head office staff and will continue to strive to offer world-class service to our customers.
Q: The Car of the Year award is judged by some of the country’s most respected motoring journalists. How significant is that endorsement for the brand?
The panel of judges for this year’s competition brought a wealth of industry and product knowledge spanning decades of being the best in the motoring game. The panel really knows what to look for when it comes to product, specifications, technology, performance and the judging is rigorous. This endorsement from the motoring judges is a really big accolade and we are truly honoured to have won this accolade.
Q: What do you think impressed the judges most about the T2?
All round performance, solid build, technology and good looks. The T2 offers a customer a great SUV with a boxy design that is packed with the latest technology and backed by reliable after sales service. Our service plans and warranty are designed to instill trust in our customers and build value in our brand.
Q: The T2 competed against some well-established global brands. What does this victory say about how consumer perceptions of Chinese vehicles have evolved in South Africa?
Jetour is an international brand that competes with well-established global brands not only in South Africa, but also globally. In the Middle East region, Jetour is second only to Toyota. I believe South African consumers are moving away from traditional stereotypes and perceptions about a vehicle’s country of origin, embracing a broader acceptance of brands that offer genuine value, quality and innovation. The build quality, the technology, the number of vehicles on the road all play a major factor. In the segments where our vehicles feature, we have managed to build our brand in such away that we are on the consideration list. With so many choices in each segment, customers are faced with several options. In building our brand, we believe that we have a product and service offering that should be considered and investigated.
Q: Chinese automotive brands have made significant gains in recent years. Do you see this award as a broader milestone for the Chinese automotive industry, not just Jetour
Absolutely, I think the adoption of Chinese motor brands worldwide is growing daily, not just here in South Africa. The global automotive industry is in a new era, and all manufacturers are looking to produce the latest and greatest. I think what Jetour as a brand does exceptionally well is to listen to our customers wants and needs and try to tailor specific models to the needs of customers. Globally, Jetour has run over 80 different focused customer events, with over 2100 participants to get a better understanding of the needs of customers.
Q: Sales of the T2 have already exceeded 4 000 units since launch. Were these the types of numbers you targeted when launching?
The T series volumes are growing at a really strong pace. We have found that the interest has been great, with our showrooms receiving many customers and conducting test drives. We believed that the product would do well and will continue to drive our volumes at a responsible pace.
Q: How has the response from dealers, customers and the wider industry been since the award was announced?
The response has been amazing. Our dealers are all very excited about the award – they believe in our product and brand and together we aim to take Jetour to new heights. I think what the Car of the Year award has done is give consumers who may have been on the fence about our brand the confidence to take a closer look at our products and seriously consider making a purchase. Of course, on the flip side, we have those out there that are intent on trying to find the negative, but by us staying true to our brand culture, we will navigate that too. On a whole, the entire Jetour community is on a high, and we hope that our customers feel the same pride as we do.
Q: Many consumers still ask about parts availability, dealer support and long-term commitment from newer brands. How has Jetour worked to address those questions?
From the onset, parts availability, technical support and dealer capability has been priority number one for us. We keep a very healthy supply of parts at our head office in Midrand, and strive to have industry leading pick and fill rates to our dealers. We have also assisted our dealers in advising on minimum stock quantities to be held at dealerships to ensure efficient service to our customers. In the latest result published by professional panel beating and vehicle body repair specialist, Automatrix, we are ranked number one in terms of supply rates to our accredited panel beaters. Of course, there are instances where we encounter delays or issues, but the focus is always on getting the parts as quickly as we can and customers back on the road. Meeting customers expectations can sometimes be tricky, but with our dealer partners, logistics partners and teams at head office, we will resolve issues as quickly as we possibly can.
Q: Jetour has quickly established itself among South Africa’s top-selling automotive brands, most recently being named at the 8th bestselling brand in May. What have been the key factors behind this rapid growth?
At Jetour, we focus on the entire value chain, from the customer experience to the full journey before and after purchase. Our products are of excellent quality and among the best-looking vehicles in South Africa, and we believe we have introduced models that meet the needs of the South African consumer.
We have the backing of our dealer network that lives our brand ethos and is committed to delivering the highest level of customer service. Ultimately, people buy cars from people.
Q: Finally, if you had to sum up what this award means for Jetour in one sentence, what would it be?
Motivation to keep striving to be better, while feeling extremely proud to be part of the Jetour Brand.
