JETOUR 2025 Global Fan Festival in Liwa Signals a Confident Push Into the GCC Off Road Future
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JETOUR’s momentum in the GCC was on full display during the 2025 Global Fan Festival, held alongside the iconic LIWA International Off Road Festival in Abu Dhabi. Cars of Arabia was invited among international media and global JETOUR community members to take part in a three day experience that underlined one clear message: JETOUR is not slowing down after its recent regional success, it is accelerating.
Our journey began early morning on Friday, December 19, departing Dubai after an overnight rainstorm that swept across the UAE. The Cars of Arabia team headed to Abu Dhabi, checking in at W Hotel Yas Marina, where we were welcomed by JETOUR’s regional team and introduced to the brand’s growing lifestyle identity through its Jetour Life merchandise. Later that evening, a media gathering and dinner was hosted at Erth Hotel, bringing together international press, regional media, and JETOUR leadership.
During the evening conference, Mr Yan Jun, Executive Vice President of JETOUR International, and Mr Tan Liwei, Vice President of JETOUR International, addressed questions around the brand’s direction, testing philosophy, and product roadmap. The event also gave us our first close look at the upcoming JETOUR G700, alongside the T1 and the highly successful T2, vehicles that have played a major role in the brand’s rapid rise across the GCC.
A notable highlight of the evening was the presence of off road and motorsport legend Robbie Gordon, who spoke about his technical collaboration with JETOUR. His involvement immediately added credibility to the brand’s off road ambitions, particularly in a region where capability is tested not by marketing claims but by sand, heat, and endurance.
On Saturday, December 20, the convoy headed south to Liwa, the heart of the UAE’s off road culture. At the press center, JETOUR showcased the G700, T2, T2 Hybrid, and T1 in a dedicated media environment designed for content creation and technical walkarounds. Due to the recent rainfall and the resulting sand conditions, test drives were understandably postponed for safety reasons. While we did not get behind the wheel, the transparency around this decision reflected a responsible approach rather than a rushed demonstration.
Instead, media and guests attended an Off Road Mastery session delivered by Robbie Gordon, which proved to be one of the most valuable technical moments of the event. Rather than focusing on raw power, Gordon emphasized that true off road driving comes down to preparation, reading terrain, managing momentum, patience, and respecting the desert. Drawing from real world testing of the G700 in extreme environments, he highlighted the vehicle’s adjustable suspension, advanced terrain modes, traction systems, locked differentials, and electric driven drivetrain that delivers instant torque with strong control.
From a safety and engineering perspective, Gordon stressed the importance of chassis rigidity, a low center of gravity aided by battery placement, rollover protection, and durability under sustained off road stress. His assessment positioned the G700 as a vehicle designed not only to perform in extreme conditions but to do so with confidence and composure.
Following the session, a press conference was held with Mr Ke Chuandeng, President of JETOUR International, who outlined what customers in the GCC can expect next. He confirmed that mid 2026 will see the introduction of the F700 pickup, based on the G700 platform, followed by a smaller SUV known as the T0 toward the end of 2026. He also emphasized that JETOUR aims to introduce one to two new models every year, all developed with extensive testing for extreme climates like those found across the UAE and the wider GCC.
The second half of the day shifted from technical focus to community and lifestyle, as JETOUR hosted the main Global Fan Festival site in Liwa. Hundreds of JETOUR owners, fan clubs from around the world, media representatives, and brand partners gathered in a vibrant desert setting filled with food, music, and hands on experiences. Modified vehicles took center stage, including a new G700 variant known as the Whistling Arrow, showcasing JETOUR’s growing focus on customization and off road personalization.
On the main stage, JETOUR leadership presented the brand’s evolution framework, from JETOUR 1.0 urban focused models, to 2.0 off road vehicles, and now 3.0 premium hybrid off road products. The introduction of a Global Customization Center further reinforced the brand’s intention to move beyond selling vehicles and toward building a connected ecosystem around travel, adventure, and personalization.
Awards were presented to more than twenty JETOUR owner clubs from across the globe, recognizing their role in shaping the brand’s community driven growth. The evening concluded with music, celebration, and a festival atmosphere that reflected JETOUR’s Travel Plus philosophy in action.
From an editorial standpoint, it is evident that JETOUR is positioning itself directly against long established American and Japanese SUV brands that have dominated the GCC for decades. The difference lies in JETOUR’s aggressive value proposition, rapid product development, competitive pricing, and growing confidence in quality and after sales support. Models like the T2 have already proven that the brand understands what this region demands.
While it was disappointing not to drive the G700 in Liwa’s dramatic desert landscape, the decision was dictated by safety and weather conditions rather than limitation. For now, we take JETOUR at its word, supported by the confidence of its engineers and the involvement of a figure like Robbie Gordon, who is not easily impressed. The G700 left a strong first impression in terms of design, presence, and perceived quality, and everything we were shown and told points toward a vehicle that is engineered to be as capable off road as it is comfortable on road.
We look forward to a future opportunity to drive the G700 and deliver a full, honest review once conditions allow. Until then, JETOUR’s showing in Liwa makes one thing clear: the brand is no longer testing the waters in the GCC, it is fully committed to shaping the future of the region’s off road SUV landscape.
