KUALA LUMPUR, MALAYSIA -  Media OutReach Newswire - 21 September 2026 - A three-year partnership with Malaysia Marathon and the launch of a new plug-in hybrid SUV are giving Chinese automaker JETOUR a platform to deepen its presence in the Malaysian market, as the company looks beyond vehicle sales to connect with the country's tourism, sports and lifestyle sectors. 

JETOUR joined the Sarong Music Run as the event's official automotive partner on Sept. 19, 2026, with about 100 vehicles taking part in an owner convoy. On the same day, the company launched its T2 i-DM plug-in hybrid SUV in Malaysia.

The moves form part of JETOUR's "Travel⁺" strategy, which seeks to link its vehicles with travel experiences, local communities and cultural activities rather than position them solely as a means of transport.

Putting the vehicle into everyday life

The T2 i-DM is being introduced to Malaysian consumers across a range of driving environments, from daily urban commutes and family trips to weekend outdoor activities.

The plug-in hybrid SUV combines electric and combustion power, while its vehicle-to-load (V2L) function allows it to supply electricity to external equipment - a feature that can be used during activities such as camping and outdoor gatherings.

For JETOUR, the Sarong Music Run provides a local setting to introduce the vehicle. The event combines the sarong, a traditional garment widely worn across the region, with music and running, bringing together cultural and sporting elements.

Rather than launching the vehicle through a conventional automotive event, JETOUR is using the occasion to place the T2 i-DM within a broader setting that reflects how Malaysians spend their leisure time.

The approach is part of the company's wider "Travel⁺" strategy, which covers products, partnerships and cultural activities.

Building a local network

Rather than treating Malaysia simply as a market for vehicle sales, JETOUR is seeking to build a broader local network spanning sports, tourism, culture and community initiatives.

JETOUR formally signed a three-year memorandum of understanding with Malaysia Marathon for cooperation from 2027 to 2029, with the signing witnessed by YAB Dato' Seri Anwar Ibrahim, Prime Minister of Malaysia. The partnership is intended to further connect the automaker with local travel culture and outdoor lifestyles.

"Malaysia is a key market in JETOUR's global strategy. Since entering Malaysia, we have focused on the local market, guided by user needs and local culture as we bring our 'Travel⁺' philosophy to life," said Ke Chuandeng, President of JETOUR International. "Through more meaningful initiatives, we hope to build stronger connections with local users and continue to develop products and services that meet diverse mobility needs and create better travel experiences for consumers."

Its local owner community is also developing through activities including vehicle convoys, with the company seeking to involve owners in travel experiences rather than limiting engagement to vehicle-related activities.

JETOUR is also working with Tourism Malaysia on a travel-themed film featuring the country's landscapes and cultural diversity.

Environmental conservation is another part of the company's local approach. Under its "In Somewhere, For Somewhere, Be Somewhere" philosophy, JETOUR has been working with local organisations on the protection of freshwater turtles, sea turtles and their habitats.

During the Sarong Music Run, representatives from the Turtle Conservation Society Malaysia (TCS) and PULIHARA, an organisation focused on sea turtle and marine ecosystem conservation, were named "JETOUR Travel Ambassadors".

The initiatives reflect a broader shift in JETOUR's approach - from bringing products into the market to becoming more closely involved in the local travel and lifestyle ecosystem.

A wider "TRAVEL WITH JETOUR" platform

The Sarong Music Run also provided the setting for JETOUR to highlight its travel theme through a drone light show over Kuala Lumpur's Petronas Twin Towers on the evening of the event.


The display featured the "TRAVEL WITH JETOUR" travel theme and echoed the Visit Malaysia 2026 tourism campaign, incorporating local Malaysian travel elements to convey the "Travel⁺" spirit to audiences in Malaysia and around the world.

For JETOUR, these activities form part of a broader "Travel⁺" ecosystem that spans products, users, culture and travel scenarios. The company has entered more than 100 markets globally and says it has traveled alongside more than 2.51 million travelers.

Its approach places the vehicle within a broader relationship between travelers, destinations, cultures and communities, rather than viewing it solely as a means of getting from one place to another.

As JETOUR applies its "Travel⁺" approach across different markets, the company is continuing to build its proposition around the different ways people experience and engage with the places they visit.