— KUALA LUMPUR, Malaysia –JETOUR launched the T2 i-DM in Malaysia on Sept. 19, adding a plug-in hybrid SUV to its local lineup as the automaker builds a strategy around vehicles, community activities and partnerships.
The launch took place during the Sarong Music Run in Kuala Lumpur, where more than 20,000 people attended and JETOUR organized a convoy of about 100 vehicles. The company also formally signed a three-year memorandum of understanding with Malaysia Marathon for cooperation from 2027 to 2029, with the signing witnessed by YAB Dato’ Seri Anwar Ibrahim, Prime Minister of Malaysia.
Bringing a new model launch together with longer-term partnerships reflects JETOUR’s approach of developing its product lineup while building connections with the local market.
“Malaysia is opening its arms to travelers from around the world, and inviting them to discover all it has to offer,” said Ke Chuandeng, President of JETOUR International. “At JETOUR, we share that spirit. We are committed to traveling alongside our users across the globe, and answering this invitation from Malaysia.”
The T2 i-DM uses a plug-in hybrid system with five operating modes and is equipped with an 18.4-kWh battery and up to 3.3 kW of vehicle-to-load (V2L) output. JETOUR is positioning these features around different travel scenarios, including urban commuting, long-distance driving and outdoor activities, linking the vehicle’s technology to how customers use SUVs in everyday life and on trips.
The global sales of the T2 is said to have exceeded 570,000 units. That provides a base for growing the model family, but sales in overseas markets do not automatically translate into recognition among local consumers. The company still needs to establish a brand identity that Malaysian customers can relate to through its products, services and local partnerships.
Its “Travel+” strategy is intended to provide that link. JETOUR currently offers models including the T1, T2 and Dashing and plans to introduce the T1 PHEV, G-series models and battery-electric vehicles.
Beyond the vehicles, the company has established owner clubs in Malaysia to maintain contact with customers. It is also working with Tourism Malaysia on a travel-themed film connected to the country’s Visit Malaysia 2026 campaign, extending the brand’s user network into destination and travel content.
The partnerships serve different purposes. Sporting events provide opportunities for public participation, travel content connects the brand with consumers’ interests beyond driving, while owner communities can build a pool of user experience and interaction.
The value of these initiatives will depend on how consistently they are maintained, as well as whether the products and services meet customer expectations.
Cultural participation adds another dimension to the strategy. The Sarong Music Run draws on Malaysian clothing, music and sport, giving JETOUR an existing local setting in which to engage with consumers. The company first participated in the event in 2025 and has now moved toward a three-year agreement, indicating an effort to turn individual event participation into a longer-term arrangement.
Environmental activities are also becoming part of JETOUR’s travel positioning in Malaysia. The company has named representatives of the Turtle Conservation Society Malaysia, or TCS, and PULIHARA as “JETOUR Travel Ambassadors” and is supporting efforts to protect freshwater and marine turtles and their habitats.
The initiative follows JETOUR’s conservation activities involving cheetahs in Africa, Sindh ibex in Pakistan and Tibetan antelopes in China. Working with local organizations allows the company to connect its broader conservation efforts with environmental issues specific to each market.
On the evening of the Sarong Music Run, JETOUR staged a drone light show over the Petronas Twin Towers in Kuala Lumpur featuring the “TRAVEL WITH JETOUR” travel theme, celebrating the conclusion of the Sarong Music Run and building anticipation for the 2026 JETOUR Travel Season and World Tourism Day. The display echoed the Visit Malaysia 2026 tourism campaign, incorporated local Malaysian travel elements, and conveyed the “Travel+” spirit to audiences in Malaysia and around the world.
Malaysia offers an example of how the automaker is applying a common brand strategy to a local market. Its global positioning can remain consistent, while products, cultural activities and partnerships are adapted to local conditions.
For JETOUR, building a presence in local market is therefore extending beyond adding vehicles to the market. The company is seeking to develop longer-term relationships with customers through travel, culture and local partnerships alongside its broadening product lineup.
Contact Info:
Name: Tina Liu
Email: Send Email
Organization: JETOUR International
Website: https://jetourglobal.com
Release ID: 89203828
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