JETOUR Partners with LIWA International Festival to Showcase Travel+ Off-Road Strategy

JETOUR Auto strengthened its presence in the Middle East by partnering with the LIWA International Festival, one of the region’s largest off-road and automotive lifestyle events. During the festival on December 20, JETOUR hosted its 2025 Global Fan Festival in Abu Dhabi, bringing together international media, brand users, and off-road enthusiasts.

As the Premier Partner of LIWA, JETOUR organised a series of activities including test drives, modified off-road vehicle demonstrations, and experiential desert driving sessions. The event also featured off-road-themed entertainment, allowing participants to experience the brand’s vehicles and lifestyle positioning firsthand.

The LIWA International Festival attracts more than 600,000 visitors annually and is regarded as a major automotive and cultural event in the Middle East. Its programme includes professional stunt shows, freestyle drifting, monster truck displays, and desert off-road championships, making it a key platform for off-road-focused brands.

JETOUR’s partnership reflects its growing footprint in the region, particularly through its T Series of light off-road SUVs. The brand currently leads the light off-road SUV segment across the UAE, Saudi Arabia, and Qatar. Globally, the T2 Series has recorded over 410,000 units in sales within 26 months across multiple markets.

A major highlight of the event was the participation of Dakar Rally legend Robbie Gordon, who collaborated with JETOUR to deliver an “Off-Road Master Class.” The programme combined technical briefings, driving demonstrations, and hands-on desert driving using LIWA’s custom off-road routes.

Commenting on the experience, Gordon praised the balance of performance and usability in JETOUR’s off-road models, noting the strong power delivery, chassis tuning, and driver assistance technologies that help first-time off-roaders gain confidence in challenging terrain.

User engagement played a central role in the event, with owner clubs from more than 30 countries attending. A large-scale desert parade featured close to 100 JETOUR vehicles, while the Modified Vehicle Ecosystem Display Area showcased customised builds from global owners, ranging from hardcore off-road setups to camping-focused configurations.

JETOUR also presented a selection of co-created models, including the G700 Topfire Edition, T-Series Black Warrior, and Highway Knight, highlighting the flexibility of its Travel+ lifestyle concept.

In parallel, the brand hosted a co-creation workshop involving over 60 dealers and user representatives, incorporating direct user feedback into its research and development process. According to JETOUR, this approach positions users as long-term partners rather than passive evaluators.

The event concluded with a live concert led by JETOUR owner and musician Cleyton M, blending traditional Arabic music with modern electronic elements, alongside the global debut of JETOUR’s user anthem.

Through its presence at LIWA and the 2025 Global Fan Festival, JETOUR showcased its product capabilities, user-driven development strategy, and lifestyle-focused brand positioning, reinforcing its ambition to expand further in the global off-road SUV segment.