JETOUR has officially unveiled its new brand logo in Malaysia, marking a significant milestone in the company’s ongoing evolution and its ambitions for the local market. The refreshed visual identity reflects JETOUR’s drive to elevate its presence in Malaysia by 2026, while reaffirming its commitment to redefining travel — from daily urban mobility to adventure-focused journeys — as it works towards becoming a leading global hybrid off-road brand.

At the heart of the new logo is the Chinese character “行” (xing), which represents steady forward movement. By cleverly integrating the brand’s initials, J and T, into a form inspired by 行, the design communicates motion, vitality, and continuous progress. Its dynamic, intersecting lines symbolise the meeting of diverse paths and opportunities, reinforcing JETOUR’s belief that every journey — whether on city roads or challenging terrain — can unlock new experiences.

According to Mr. Fu Yong, Chief Executive Officer of JETOUR Auto Malaysia, the logo captures the essence of the brand’s philosophy. “This new identity reflects JETOUR’s spirit of ‘defining travel by action’. It represents energy, optimism, and the boundless opportunities ahead. In Malaysia and beyond, we aim to inspire new ways of travelling by seamlessly blending performance, technology, and lifestyle,” he said.

Since entering the Malaysian market in 2024, JETOUR has been guided by its “Travel+” strategy — an approach that combines deep insights from the travel industry with advanced automotive expertise. On the product front, this strategy delivers vehicles designed with all-terrain capability, spacious cabins, intelligent control systems, and environmentally conscious engineering to ensure journeys that are safe, comfortable, and sustainable.

Beyond the vehicle itself, Travel+ extends into lifestyle offerings. These include premium accessories, multifunctional travel stations, tailored user benefits, and customised vehicle modifications, allowing owners to personalise their vehicles and enhance every adventure, whether near or far.

Malaysia’s diverse geography and strong travel culture make it a natural fit for JETOUR’s travel-centric positioning. By debuting its new logo locally, the brand highlights Malaysia’s strategic role in its Southeast Asian expansion plans. Looking ahead to 2026, JETOUR aims to deepen its footprint through an expanded product lineup, including the introduction of its T-Series models as part of its long-term commitment to the Malaysian market.

As JETOUR continues to innovate and grow, the unveiling of its new logo represents more than a visual refresh. It signals the start of a new chapter defined by movement, exploration, and the pursuit of fresh possibilities — a journey that places travel at the heart of the driving experience.