MOBILITY | GAC goes global as JETOUR taps Philippine holiday shoppers
As Chinese automakers continue to expand outward, campaigns like those seen in Riyadh, Kuwait, Hong Kong and Metro Manila point to a playbook that blends technology, localization and lifestyle marketing
Source: Jetour
Global automakers from China are accelerating their overseas expansion, with state-owned GAC Group deepening its push into the Middle East while JETOUR Auto Philippines rolls out a high-profile holiday campaign in Metro Manila. The moves underscore how Chinese brands are using a mix of international motor shows, localized partnerships and lifestyle-driven marketing to grow market share.
In the Middle East, GAC used the Riyadh Motor Show in Saudi Arabia to formally launch two of its new energy vehicle lines, AION and HYPTEC, as part of a broader strategy to scale its presence across the region. In the Philippines, JETOUR partnered with Araneta City on a months-long retail activation anchored on a raffle for a plug-in hybrid SUV and extended mall displays through 2026.
GAC launches AION, HYPTEC in Saudi Arabia
GAC announced the debut of its AION and HYPTEC new energy vehicle series during the Riyadh Motor Show, which opened Dec. 9. The company introduced three models to the Saudi market — the AION V, AION ES and HYPTEC HT — marking a key step in what it described as the accelerated rollout of its Middle East strategy.
At the motor show, GAC displayed eight models across its three brands — GAC, AION and HYPTEC — covering both electric and fuel-powered vehicles. The lineup was positioned to address a range of use cases, from urban commuting and family travel to business transport.
Company officials framed the Saudi launch as part of the “One GAC 2.0” strategy, which emphasizes localization and long-term partnerships. GAC has been expanding its regional footprint through product launches, retail investments and local collaborations, positioning Saudi Arabia as a strategic market for new energy vehicles as the kingdom pursues transport electrification.
Kuwait flagship showroom opens
Days after the Riyadh event, GAC opened its largest global flagship showroom in Kuwait, a 4,500-square-meter facility developed with local partner Mutawa Alkazi Group. The opening coincided with the launch of the GS4 MAX and the HYPTEC HT for Kuwaiti consumers.
Built to GAC’s global service standards, the Kuwait showroom is designed as a regional demonstration center, offering a more immersive brand experience. The company said the facility reflects its commitment to deeper localization, with a stated philosophy of “In Kuwait, for Kuwait.”
Hong Kong and regional activities
GAC also maintained a strong presence in Greater China, supporting major sporting events and auto exhibitions. In December, the company served as the exclusive official automotive partner of the 12th National Paralympic Games and the 9th National Special Olympic Games, providing 365 vehicles, including customized E9 PHEV wheelchair-accessible units.
In Hong Kong, GAC showcased six new energy vehicle models at the International MotorXpo Hong Kong, alongside its GOMATE robots, and launched the AION UT, a compact electric vehicle positioned for urban mobility. These activities form part of the company’s broader regional strategy to build brand recognition beyond mainland China.
JETOUR targets holiday shoppers in Metro Manila
While GAC focused on the Middle East, fellow Chinese brand JETOUR turned its attention to the Philippine retail market through a partnership with Araneta City, one of Metro Manila’s largest mixed-use developments.
JETOUR Auto Philippines and Araneta City launched “Dashing Through the Glow,” a holiday campaign running from Nov. 7, 2025, to Feb. 1, 2026, giving shoppers a chance to win a JETOUR T2 Lightning i-DM plug-in hybrid electric SUV.
Under the promo, shoppers earn a raffle entry for every P1,500 single-receipt purchase at participating Araneta City malls, including Gateway Mall 1 and 2, Ali Mall and Farmers Plaza. The raffle anchors a broader lifestyle activation that extends beyond the holiday season.
“This collaboration with Araneta City allows us to meet customers where they are — at the heart of lifestyle, retail and community spaces,” said Cherry May De Los Santos, marketing director of JETOUR Auto Philippines. “Through the raffle promo and the ongoing mall displays in 2026, we’re making it easier and more exciting for Filipinos to discover what JETOUR has to offer.”
Mall displays extend into 2026
Beyond the raffle, JETOUR said it will roll out vehicle displays across Araneta City malls throughout 2026, allowing consumers to view and interact with its lineup outside traditional showrooms. The displays are intended to highlight design, features and electrified powertrains, reflecting a growing emphasis on experiential marketing in the auto sector.
Araneta City, which bills itself as the “City of Firsts,” said the partnership aligns with its push to work with forward-looking brands that enhance the overall mall experience and draw foot traffic during and after the holiday season.
China brands scale globally, localize aggressively
Taken together, the GAC and JETOUR initiatives illustrate how Chinese automakers are balancing global scale with local relevance. In the Middle East, GAC is betting on early-mover advantage in new energy vehicles, backed by large-format showrooms and government-aligned events. In the Philippines, JETOUR is using retail partnerships and consumer promotions to build brand familiarity in a crowded SUV market.
For Southeast Asian consumers, these strategies translate into wider model choices, more electrified options and increasingly aggressive brand engagement beyond conventional dealerships. For the brands, the challenge will be sustaining momentum as competition intensifies and as markets demand not just new models, but reliable after-sales support, charging infrastructure and long-term value.
As Chinese automakers continue to expand outward, campaigns like those seen in Riyadh, Kuwait, Hong Kong and Metro Manila point to a playbook that blends technology, localization and lifestyle marketing — a combination that is reshaping how new entrants compete in global auto markets.
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