JETOUR enters the Romanian automotive market with four SUV models

The brand will initially introduce four SUV models in Romania: X50, X70 Plus, Dashing and T2, covering segments ranging from urban and family-oriented vehicles to models designed for more demanding off-road use.

Sales and after-sales operations will begin on 15 September, with an initial network of 10 authorised sales and service locations. JETOUR plans to expand the network to between 13 and 15 locations by the end of 2026, with further expansion expected as the brand builds nationwide coverage.

Founded in 2018, JETOUR has developed its product strategy around the concept of Travel+, positioning its vehicles around both everyday mobility and longer-distance travel and leisure use.

The company says it currently operates in more than 100 countries and regions, supported by a global network of over 2,000 sales and service locations. By the end of June 2026, cumulative global sales had reached 2,408,762 vehicles, while the T2 series had surpassed 530,000 units.

JETOUR's entry into Romania comes at a time when SUVs continue to account for a significant share of demand in the local passenger-car market. According to the latest registration data, 86,142 new passenger cars were registered in Romania during the first eight months of 2026, representing a 10.12% decline compared with the same period of 2025. In August alone, 9,552 new passenger cars were registered.

Against this backdrop, the arrival of another SUV-focused manufacturer adds a new competitor to an increasingly diverse Romanian market, where established European, Asian and emerging Chinese brands are competing for market share.

The X50 is positioned as the entry point to the range, while the X70 Plus targets customers looking for a larger family-oriented SUV. The Dashing is aimed at customers seeking a more design-focused model, while the T2 extends the range towards customers interested in outdoor and off-road applications.

According to Ionuț Lupu, General Manager of JETOUR Romania, the company's initial focus will be on establishing the brand and its customer infrastructure rather than pursuing sales volumes alone.  “Our objective is to build a relevant brand for Romanian customers, with an SUV range addressing different needs, from urban mobility and everyday use to family travel and off-road experiences. We are starting with four models and a network that will gradually expand nationwide. For us, success will not be measured only by sales volumes, but also by the trust we build around JETOUR through competitive products, quality services and a good long-term customer experience.”

The development of the dealer and service network will therefore be an important element of JETOUR's market-entry strategy, particularly as the company seeks to establish its after-sales infrastructure alongside its vehicle sales operations.

Romania's position as the brand's second EU market also gives the local operation a role in JETOUR's broader European expansion, as the company seeks to increase its presence beyond its existing international markets.