JETOUR’s Dashing makes a stylish entrance in launch campaign

When Chinese automotive brand JETOUR made its Malaysian debut in April with the launch of its stylish Dashing SUV, it didn’t just introduce a new car, it delivered a visual statement.

Backed by a stylish brand film conceptualised by creative agency BEING Worldwide (part of TBWA) and brought to life by production house Another Planet, the campaign carved a bold entry into Malaysia’s competitive SUV market, combining high-fashion aesthetics with fast-paced cinematography.

Despite launching several months ago, the campaign remains a standout in the local automotive marketing landscape, both for its cinematic ambition and for how it positions JETOUR as a lifestyle-forward brand built for today’s generation of image-conscious, experience-driven drivers.

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“The inspiration behind the film came from the vehicle itself,” Esther Yow, associate brand director at BEING Worldwide told A+M. “With its awe-inspiring design inside and out, we wanted to create a film that matched its intensely stylish and confident personality. Everything from the dynamism of the cinematography to the fashion-forward styling of our talents, was meant to energise and inspire," she added. 

Shot predominantly at night in Kuala Lumpur, the film fuses sleek urban visuals with subtle digital transitions to create a futuristic-yet-familiar feel. The car takes centre stage, cruising through cityscapes with a polished confidence that echoes fashion editorial films more than typical car commercials.

For a new brand breaking into a saturated market, JETOUR’s local marketing strategy hinges on lifestyle storytelling. “In alignment with JETOUR’s Masterbrand concept of Travel+, our focus is on expanding the spirit of adventure on and off the road. We’re building a personality-driven, travelling lifestyle that’s fun, relatable, and consumer-friendly,” said Melanie Goh, JETOUR's brand and digital marketing director.

This strategic vision is reflected in the way the film integrates Malaysian landmarks and city energy, re-contextualising a global brand for a local audience. “We wanted to blend everyday city landscapes with a dreamlike, elevated visual universe,” said cinematographer Fabian Joseph. “We chose to shoot predominantly at night to let Kuala Lumpur’s city lights breathe life into the frame, enhancing the car’s design and form while positioning the city as a stylish backdrop."

Shooting in KL’s urban nightscape wasn’t without its challenges. The production involved two days of main unit filming and two additional days of aerial and driving pickups. But the result, Joseph said, was worth the effort. “The brief from the agency was to position the Dashing as disruptive, stylish, and tech-driven, almost like a fashion icon on four wheels. That really guided our approach," he added. 

Director Rodney L. Vincent echoed the sentiment. “With a remarkably open brief and full trust from the agency, we took creative risks and defied conventions, shooting high-concept visuals within a one-day shoot. The end result was a testament to the power of collaboration and determination.”

From the score to the styling, local talent played a critical role in shaping the campaign. Music, composed by boutique audio house Two AM, brought a sophisticated swagger and rhythm that tied the film together. “Their sound gave the film an authentic regional pulse while keeping the tone globally relevant,” Joseph said. He also gave shoutouts to the art direction, post-production by Postfellas, and colour grading at Company 3 by Matthieu Toullet, which added the final layer of visual finesse.

While the film has primarily been pushed across digital and billboard channels, JETOUR plans to continue driving the campaign through its showrooms. For now, the launch campaign remains a blueprint for how new automotive players can enter the market with purpose, polish, and personality.

"The SUV market in Malaysia has seen tremendous growth and saturation. But even in a crowded category, the JETOUR Dashing stands out. We're truly honoured to have played a part in setting that benchmark, and we're excited for what lies ahead," said BEING Worldwide's Yow. 

JETOUR Dashing launched in Malaysia as a part of its accelerated global expansion this year. At the point of its launch, Ke Chuandeng, vice president of JETOUR Auto said, "Malaysia is one of the most important markets in Southeast Asia. And a key strategic place for JETOUR with huge potential. We want to build brand in Malaysia with the local users and partners together."

Construction has begun on Malaysia's knock-down factory, with production expected to start in the first half of this year. Positioned as a key production hub within JETOUR's global manufacturing network, the Malaysia plant will ultimately serve as an export base for ASEAN markets, playing a significant role in the brand's global expansion.

Following the launch of the Dashing SUV, JETOUR also teased at its April launch that it will bring in five new models into the Malaysian market, including the Jetour T1 and Jetour T2, also known as the Freedom and Traveller.

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