Chery, a rising Chinese automaker, is set to compete with Toyota’s LandCruiser and Land Rovers’s Defender with the newly unveiled Traveller SUV under the Jetour premium sub-brand, which has returned to the Australian market after years of absence. The Traveller’s boxy design seems to be inspired by the Land Rover Defender and is only available in four-wheel drive. It is part of Jetour’s family of hardcore off-road vehicles and features utilitarian styling with bulges and black highlights, squared-off spare wheel cover, and exposed hinges for its swing-out tailgate. The retro-styled SUV has more modern elements, including a backlit brand name across the bluff grille and twin digital screens inside.
The Traveller is equipped with a choice of four-cylinder turbocharged engines and a plug-in hybrid system that could provide a pure electric off-road experience. The interior carries the utilitarian theme with oversized air vents, prominent central grab handles, and an aircraft-style gear selector.
Jetour’s decision to release the Traveller signals its intention to penetrate the off-road market dominated by Toyota, Land Rover, and Jeep. The brand will sell the SUV in China in May, and the release of two larger off-road models and a four-door ute alongside the Traveller hints at the brand’s future direction.
Although Jetour has previously sold family-friendly SUVs with mainstream chrome-infused styling, the Traveller represents a big change of pace. Chery is returning to Australia after almost a decade away and has signaled its intention to expand the family locally to include sub-brands such as the luxury-focused Exeed. Jetour is likely to be an obvious future addition, given the enduring Australian love for all things rugged and off-road.
While it might be a challenge for Chery to convince Australian buyers to trade in their LandCruisers, the Traveller might provide competition for Great Wall Motors’ Tank 300, which has some Jeep-like styling. The Tank sub-brand is part of GWM’s ambitious plan to expand its footprint in Australia by focusing on the rough road heartland. Chery appears to be following a similar path, which could be a challenging journey.
