Jetour, the Chinese brand that until now operated in Mexico through the importer LDR Solutions, has decided to take the reins of its business in the country. In a strategic shift, the company has established a direct subsidiary, eliminating intermediaries and thus allowing a reduction in costs that will translate into more competitive prices for consumers.
“We have decided to reintroduce the business, redesigning all its guidelines, trying to have more control over costs and increase our efficiency, and also trying to make our prices correct,” said Johnny Fang, CEO of Jetour Soueast in Mexico, in an interview with Expansión.
As part of this new strategy, the company will also launch a second brand in June, Soueast, with which it will expand its product portfolio and strengthen its presence in the market.
Price reduction and portfolio expansion
The change in the operational structure will allow the prices of Jetour models to drop by at least 10%. An example is the Dashing, the brand’s flagship SUV, whose current price of 699,900 pesos could be reduced to less than 600,000 pesos thanks to cost optimization and the integration of more efficient manufacturing processes in China.
This price adjustment is possible due to the elimination of intermediaries, which reduces logistics and administrative costs. In addition, the large-scale production capacity of Chinese manufacturers allows Jetour to offer more competitive prices without compromising profitability.
Along with these changes, the firm plans to close 2025 with a portfolio of three models for each brand. While Jetour will focus on the off-road and 4×4 segment, in competition with brands such as Jeep and Ford; Soueast will focus on offering more familiar and spacious options.
Jetour arrived in Mexico in 2023 under the import scheme with LDR Solutions, a company that was also in charge of bringing the Chinese Fotón trucks. However, the experience was not as expected. “They were bad years,” Fang acknowledged, referring to the operational and commercial challenges they faced under this model.
Now, with an independent structure and the support of the parent company, Jetour and Soueast will operate jointly in Mexico, seeking to close the year with at least 45 distributors in the country. To improve the customer experience, the company has strengthened its after-sales area, including an agreement with Estafeta to speed up the delivery of spare parts.
Mexico, key amid trade tensions
Jetour’s move comes at a time of uncertainty for Chinese manufacturers in Mexico, due to pressure from the United States to impose tariffs on vehicles from China. However, the company remains firm in its commitment to the country.
“We are not looking for government benefits, our key is to work hard. Production in China gives us efficiency and the ability to manage costs. The United States may want to affect, but we are prepared to solve it and we have the financial capacity to stay,” Fang said.
For 2025, the goal of Jetour and Soueast is to sell at least 6,000 units, which would represent double the sales that Jetour achieved in 2024, according to figures from Inegi.
In June, both brands will hold a launch event with an estimated investment of at least 10 million pesos. “For a brand, the launch is always the biggest challenge,” Fang concluded.
Source: expansion
