ABU DHABI, UAE, Dec. 25, 2025 — Each winter, the LIWA International Off-Road Festival draws more than 600,000 global visitors and off-road fans to the golden sands of Abu Dhabi. More than just a premier competition, the LIWA Festival represents a dynamic celebration of desert culture and community. It serves as both a testing ground for off-road skill and a key destination for enthusiasts.
As an international automotive brand focused on the off-road market, JETOUR acted as the Chief Partner for LIWA. At the event, JETOUR also held its 2025 Global Fan Festival themed “GO WILD GO BEYOND”. Through diverse experiential scenarios and demonstrations of its vehicles’ advanced features, JETOUR once again successfully brought its “Travel+” strategy to life.
A primary factor in LIWA’s selection of JETOUR as a core partner is the brand’s strong performance in the Middle East. Within just seven years, JETOUR has built a competitive edge through deep localization. This includes the work of its Research Institute, which performs extensive road testing and creates region-specific enhancements, such as upgraded thermal management for extreme weather. This localized strategy is fundamental to JETOUR’s market success.
JETOUR has prioritized global growth since its inception. By November 2025, the brand had sold over 2.1 million vehicles worldwide in only 88 months. The T2 series alone achieved sales of 414,000 units in 26 months, becoming a leading model in numerous markets. Currently, JETOUR operates in 100 countries and regions, supported by a network of more than 2,000 sales and service outlets catering to both left- and right-hand drive markets, cementing its international presence.
In the current competitive global landscape, product quality alone does not guarantee long-term success. To overcome cultural divides, brands must develop ecosystems focused on user needs. JETOUR’s “Travel+ Lifestyle” shifts the brand from being a “product provider” to a “lifestyle co-creator.” By broadening use cases and nurturing genuine emotional bonds, JETOUR involves its global users as active participants and advocates. This strategy represents the soft-power methodology driving its worldwide expansion.
In line with its “Travel+” ethos of connecting with “everything users love,” JETOUR conducted product co-creation sessions at its fan festival. These gatherings assembled global distributors and users from various nations to collect detailed feedback on the design, performance, and experience of existing and future models. For premium vehicles, prospective users took part in individual interviews. This customer-centric method changes brand-user engagement from one-way communication to a collaborative cycle of active involvement.
While the “Travel+ Lifestyle” supplies the soft power for globalization, product capability is the essential base. Competing in the premium off-road category against established brands with long histories, JETOUR contends by innovating locally to meet regional demands and co-creating with users to refine the product experience. The outcome is globally leading technology that provides precisely tailored solutions, forming the bedrock of its rapid worldwide rise.
At the LIWA Fan Festival, JETOUR featured a dedicated area for vehicle modification culture. It did more than exhibit official custom builds like the G700 and T-Series to promote the “Travel+ Refit” concept. To address the worldwide trend toward personalized consumption, JETOUR uses its adaptable platforms and varied product lineup to provide modification choices, while also establishing exclusive owner clubs to build community. This “Product + Modification” strategy turns vehicles from simple transportation into expressions of personal identity, enriching the “Travel+” philosophy.
From serving as LIWA’s Chief Partner to successfully staging its Global Fan Festival, JETOUR has progressed from brand visibility to lifestyle integration, and from product display to user collaboration. This signifies a new stage in JETOUR’s global journey, driven by the “Travel+ Lifestyle.” Going forward, JETOUR will intensify its dual-powered strategy of product and lifestyle, replicating and tailoring this model across global markets. The aim is to provide not only high-quality vehicles but also an inspiring travel experience.
CONTACT: Weitong Liu SiaBao@jetourglobal.com
