JETOUR, SOUEAST Expand in LatAm with Brazil Launch

JETOUR and SOUEAST have launched operations in Brazil with three plug-in hybrid SUVs, marking the next phase of a coordinated Latin America expansion strategy. The companies introduced the T1, T2 and S06 models during an event in São Paulo, positioning Brazil as a core market following their earlier joint entry into Mexico. The launch included initial deliveries and agreements with Safra Finance, Carbon and Sertrading to support financing and distribution. 

The Brazil entry follows a global strategy presented at Auto China Beijing 2026, where both brands outlined a coordinated international expansion model. Mexico served as one of the first markets to implement this dual-brand approach, providing a reference for regional scaling. Ke Chuandeng, President, Jetour International, said Brazil is a strategic market within the company’s roadmap. He stated that the expansion “is not only a commercial move but also a cultural exchange driven by the ‘Travel+’ philosophy,” adding that the approach aims to connect users with mobility experiences across different use cases and geographies.

The product lineup targets multiple segments. The T1 integrates a 1.5-liter turbocharged hybrid system paired with an electric motor, delivering a combined range of up to 1,400 kilometers. The T2 uses a similar configuration with total torque of 450 lb-ft, designed for varied terrain conditions. The S06 focuses on urban mobility, combining a 1.5-liter turbo PHEV system with a dual hybrid transmission, generating 355 horsepower and 391 lb-ft of torque, supported by a 19.43 kWh battery. 

JETOUR reported that its T Series has surpassed 600,000 users globally, with strong performance in markets such as the United Arab Emirates, Qatar and Kuwait, where it leads the light off-road SUV segment. The company said global sales reached 622,590 units in 2025, a 9.5% year-over-year increase, while cumulative sales exceeded 2.15 million units within seven years. By March 2026, cumulative sales had surpassed 2.26 million units. Chuandeng said, “Over the past eight years, JETOUR has grown from a startup into a global brand, staying true to the ‘Travel+’ strategy,” adding that the company has developed “a product matrix and ecosystem for diverse travel scenarios.” 

Brazil’s automotive market provides a favorable context for expansion. According to consultancy K.Lume, sales reached 257,801 units in March 2026, a 46.1% increase from February. The market recorded 2.55 million registrations in 2025 and is expected to match or exceed that level in 2026 despite high interest rates. 

Chinese automakers are increasing their presence in Brazil, led by BYD, which placed four models in the top 50 and sold nearly 14,000 units in March, compared with 260 units in 2022. Other companies, including Great Wall Motor, Caoa Chery and Omoda, have also expanded their footprint. While established brands such as Fiat, Volkswagen and Toyota maintain about 70% market share, Chinese brands account for more than 80% of electric vehicle sales, indicating a shift in competitive positioning. 

Across Latin America, similar dynamics are emerging. In Brazil, data from Fenabrave confirms continued growth, while Chinese brands are expanding across Chile, Colombia and Argentina. Governments are responding with trade measures, including Brazil’s planned increase in electric vehicle import tariffs to 35% by July 2026 and Mexico’s 50% tariff on imports from non-free trade agreement countries.