From Shanhai T2 to Traveler C-DM: Jetour’s Brand Integration and Market Breakthrough

I. Behind the Renaming: Three Core Motivations

1. Brand IP Focus, Eliminating Cognitive Confusion

   
   

   The Traveler series is a phenomenal blockbuster for Jetour, with global sales exceeding 400,000 units in 26 months, monthly sales exceeding 10,000 units for 20 consecutive months, and sales in 91 countries, making it the "fastest-selling box SUV to reach 400,000 sales globally". Although the Shanhai T2 shared the same platform and styling as the Traveler, it belonged to the "Shanhai" new energy series, leading to user cognitive dispersion and marketing resource internal friction. After the renaming, the hybrid version is incorporated into the Traveler family, forming a clear structure of "Traveler (fuel) + Traveler C-DM (hybrid)", eliminating the need for users to distinguish between the two series and significantly improving communication efficiency.
   
   
2. Leveraging Blockbuster's Reputation to Activate Hybrid Sales

   
   

   Before the renaming, the Shanhai T2 performed poorly in the market, with only 1,506 retail units sold in September 2025, far less than the fuel-powered Traveler. The Traveler has established a strong reputation with its tough box styling, high cost-performance ratio, and "Travel+" ecosystem. Integrating the hybrid version into the Traveler can directly share brand dividends, reduce user acceptance costs, and quickly enhance the market presence of hybrid models.
   
   
3. Unifying Technical Identification, Strengthening the C-DM Strategy

   
   

   "C-DM" is the exclusive logo for Chery's Kunpeng Super Hybrid technology. After the renaming, "C-DM = hybrid" is clearly defined, forming a technical distinction from the fuel version. This not only strengthens Jetour's hybrid technology label but also unifies the technical naming system for subsequent new energy product layouts.
   
   

II. Market Landscape: Fierce Competition in the Hybrid Box SUV Market

• Suppression from Head Competitors: The Formula Leopard Leopard 7 sells over 10,000 units monthly, the Haval Menglong PHEV strongly occupies the market with its brand and off-road genes, and the Tank 300 Hi4-T dominates the high-end market.
• Price and Positioning Game: The Traveler C-DM is priced at 152,900-209,900 yuan, 1,000 yuan lower than the Menglong, with longer pure electric range and more comprehensive configurations, but there is still a gap in brand premium and off-road recognition.
• Diversified Market Demand: Users pursue both tough styling and light off-road capabilities, as well as household space, low fuel consumption, and intelligent configurations, with an urgent demand for all-round products that balance "off-road + household".

III. Market Impact of the Renaming: Short-term Pain and Long-term Dividends

• Short-term: Sales Fluctuations and Channel Adjustments
  
  
  In the initial stage of renaming, terminal cognitive switching and inventory digestion brought short-term pain, with sales declining at the beginning of 2026. However, as the dual-vehicle matrix takes shape and marketing resources are concentrated, the market gradually warms up, and user acceptance of the "Traveler C-DM" rapidly increases.
• Medium-term: Strengthened Product Matrix, Enhanced Competitiveness
  
  
  The Traveler C-DM is equipped with a 1.5TD + three-motor four-engine four-wheel drive system, with a comprehensive range of 1,300 km, Huawei Qiankun Intelligent Driving, and XWD Intelligent Four-Wheel Drive, balancing off-road and household use. Complementing the fuel version, it covers the 120,000-210,000 yuan price range, expanding the user base and increasing overall market share.
• Long-term: Upgraded Brand Value, Accelerated Globalization
  
  
  After integration, "Traveler" becomes Jetour's core IP, strengthening the brand label of "Travel + Off-Road" and helping the brand move upward. Relying on the Traveler's global reputation, the C-DM version can quickly enter overseas markets, promoting Jetour's global layout.

IV. Strategic Objectives: Focus, Breakthrough, and Transformation

1. Focus on the "Travel+" Strategy, Build a Category Benchmark
   
   
   The renaming is a key action for Jetour to deepen its "Travel+" strategy. By integrating product lines and concentrating resources to build the "Traveler" family, it consolidates its leading position in the box SUV category.
2. Seize the Hybrid Market, Achieve New Energy Transformation
   
   
   Leveraging the blockbuster effect of the Traveler, it quickly opens up the hybrid market, completes a smooth transition from fuel to new energy, and avoids the risks of independent operation of the Shanhai series.
3. Optimize Resource Allocation, Improve Operational Efficiency
   
   
   Unifying naming, sharing channels, and marketing reduces operating costs, improves channel profitability, and releases resources for subsequent product iteration and ecological construction.
4. Build Differentiation Barriers, Cope with Fierce Competition
   
   
   With the combination of "tough box + hybrid + intelligence + travel ecosystem", it differentiates from traditional hybrid SUVs and tough off-road vehicles, forming unique competitiveness.

Conclusion