Launching a new brand is akin to stepping into uncharted territory, with its array of challenges and uncertainties. The process extends beyond simply delivering suitable products; the pivotal task lies in synchronizing the brand’s narrative with its target demographic. This was the exact vision with which Jetour Auto Philippines Inc. embarked on its journey.
From the early dialogues between the Goho siblings of Gateway Motors Group and the Licup family of the Autospeedygo Group, to appointing the apt Managing and Marketing Directors, to finally announcing its arrival at the exclusive launch at Okada Manila, JAPI left no stone unturned in its quest for swift attainment of its brand objectives.
However, JAPI realized that a successful launch would require more than just an intriguing model lineup, competitive pricing, and the appropriate leadership. The brand needed a recognizable face, a personality that could instantly strike a chord with the Filipinos and embody the brand’s core values.
With its official launch just around the corner, JAPI was on a quest for an ambassador who could encapsulate the brand’s ideals and underscore the concept of Travel+. This unique proposition blends technology and innovation to create memorable experiences with every drive.
It’s rooted in the belief that every journey is special, and this philosophy is deeply etched in Jetour’s vehicle designs that aim to provide a ‘home away from home’ experience to its customers.
The search for the perfect face for the brand was intensive. The effort paid off when they identified a family that perfectly embodied the ideals of “Travel+” — The Kramer Family.
Composed of celebrity couple Doug and Chesca Kramer and their children Kendra, Scarlett and Gavin, the family was the embodiment of the prestige, luxury and ideals that JAPI aimed to convey.
The Kramers, who exemplify tradition, respect, and quality family time, proved to be the missing puzzle piece that JAPI needed. The hurdle was to convince the Kramers, who had been associated with other Japanese car brands in the past, to entrust their journeys to Jetour.
Once the decision to approach the Kramers was made, it was a waiting game. After weeks of persistent communication, JAPI finally found common ground with the Kramers, convincing them to be the faces of the brand they could trust for every journey.
The Kramers made their debut as Jetour brand ambassadors at the Manila International Auto Show in April, and that event was nothing short of a triumph. Despite being a newcomer in the Philippine market, Jetour saw a surge of reservation sign-ups from car buyers throughout the four-day motor show.
The Kramer’s favorite, the Jetour X70, a stylish 7-seater SUV, became a hit among the show’s attendees. The Kramers were also spotted driving the all-new Jetour Dashing, a youthfully vibrant vehicle loaded with top-tier tech features.
The collaboration between Team Kramer and Jetour swiftly gained traction on social media, making Jetour’s launch one of the strongest entries a Chinese automotive brand has ever made in the Philippines.
In a recent photo and video shoot at the ACEA Hotel at the Subic Bay Resort in Zambales, the brand showcased the ideal Jetour experience — a weekend filled with fun, bonding, and creating new memories. The highlight of the shoot was when Kendra Kramer, the eldest sibling, was surprised with a brand-new Strawberry pink Jetour Ice Cream Battery Electric Vehicle. This sleek and modern EV was Kendra’s personal choice as her first car.
With its robust model lineup, Jetour positions itself as a versatile partner for Filipinos desiring to maximize their travel experiences. This embodies the essence of Travel+, inspiring Jetour owners to embrace adventure, exploration, and live life to the fullest. The Kramers are living this adventure, with Jetour as their trusted companion on every journey, making their life’s journey perfect.
This powerful partnership not only marks a significant milestone in the automotive industry but also paves the way for an exhilarating future. The synergy between Jetour and Team Kramer presents a fresh narrative in the industry, proving that with the right alignment of values and vision, the journey ahead can be nothing short of extraordinary.
