On November 15, during the 22nd Guangzhou Auto Show, JAC Motors held the “Crossing 60 Years, Saluting 10 Million Units” JAC DAY 2024 Global Fan Festival. Global JAC user representatives gathered at the booth to participate in interactive activities and product appreciation sessions.
Caption: JAC Motors booth at the Guangzhou Auto Show
Since 2021, the JAC DAY brand festival has been held annually for four consecutive years. This festival has become a platform for JAC Motors to interact with its users, promoting a positive brand culture while showcasing its image as a warm, dynamic, and responsible Chinese automaker.
Having celebrated its 60th anniversary of establishment and 34 years of exporting vehicles, JAC Motors has forged partnerships with over 130 countries and regions, established more than 1,200 overseas sales and service outlets, and reached over 10 million users worldwide. It has become a leading example of Chinese automotive brands going global.
Expanding Frontiers
Consistently Growing Its Global Presence
JAC Motors began exporting vehicles in 1990, marking its first step into the international market by shipping 36 light trucks and 24 bus chassis to Bolivia. To ensure the success of this initial order, JAC Motors formed a dedicated task force to oversee every production step, maintain strict quality control, and guarantee on-time delivery for shipping from Shanghai. A professional after-sales team was also dispatched overseas to provide post-sale services, opening the door to new markets.
The key reasons behind this early success—stylish designs, affordable prices, reliable after-sales service, and strong commitments—remain integral to JAC Motors’ approach today.
In 2000, JAC Motors exported 380 light trucks to Turkey, marking its entry into the European market. By 2006, it established its International Business Division, entering a rapid growth phase for its export business. That same year, it signed a contract to export 350 heavy trucks to Qatar, marking the first large-scale overseas expansion for its heavy truck lineup.
Amid profound changes in the automotive industry, JAC Motors has seized opportunities in the growing demand for new energy vehicles (NEVs) in overseas markets. On February 21, 2024, JAC shipped 10,000 electric vehicles aboard an international roll-on/roll-off vessel, destined for the Gulf and Latin American regions. This marked a significant milestone in accelerating the company’s NEV exports.
Pursuing Stable Growth
High-Quality Contributions to the Belt and Road Initiative
Since 2013, JAC Motors has actively participated in the Belt and Road Initiative (BRI), transitioning from merely exporting products to delivering a comprehensive package of technology, capital, management expertise, and culture.
In 2014, JAC Motors entered the Kazakhstan market. Over the past decade, it has deeply cultivated this market, providing high-quality products and services for local residents. In 2019, JAC successfully participated in the acquisition of Allur Group, Kazakhstan’s largest automotive industrial group, establishing a sales network covering 14 provinces and 3 municipalities.
Beyond Kazakhstan, JAC Motors established its first joint venture, JAC Vietnam, in 2010. In 2023, it founded a subsidiary in Malaysia, leveraging regional industrial advantages to create dual bases in Southeast Asia. Over the years, JAC has steadily increased its market share in Vietnam’s light truck segment. By 2023, JAC ranked as the third overall light truck brand in Vietnam and the leading Chinese brand, holding an 8.6% market share. In the first half of 2024, this share rose to 10%, setting a historic record.
Globally, JAC Motors exports to over 120 BRI-associated countries and regions, with cumulative exports exceeding 700,000 units. As more countries and regions join the BRI, JAC’s network continues to expand, driving high-quality development in tandem with global partners.
User-Centric Approach
Redefining the Image of Chinese Automotive Brands
JAC Motors has been deeply engaged in international markets, fostering cultural exchange platforms and creating a vibrant interaction between the brand and its users. This effort continues to inject vitality into the global automotive industry.
To strengthen communication with overseas users, JAC Motors launched the JAC DAY global brand festival, making several pioneering attempts: cross-border e-commerce, an international cultural festival IP, co-creating festival content with distributors and users, and blending online streaming with offline marketing.
For JAC DAY 2024, the festival was innovatively integrated with the auto show, inviting overseas distributors, users, and media representatives to participate in traditional Chinese cultural activities such as handcrafting painted fans and Chinese knots and experiencing Chinese kung fu. The event also showcased Guangzhou’s local cultural heritage.
Since its inception, the JAC DAY global brand festival has expanded its reach, engaging millions of fans and synchronizing offline activities in key markets.
In 2022, JAC collaborated with users to create the “Modern Family” video series, based on real-life stories from global users. The series includes five narratives: the “Green Key of Sustainability” from Brazil, where JAC vehicles helped a business manager address his child’s asthma; the “Blue Key of Courage” from Mexico, where JAC trucks delivered daily necessities; and stories of wealth creation in Vietnam, romance in Switzerland, and guardianship in China. These stories collectively reflect JAC’s mission to “create value for customers.”
The JAC DAY global brand festival has significantly enhanced the brand’s influence. In the 2024 Kantar BrandZ Top 50 Chinese Global Brand Builders report released by Kantar in collaboration with Google, JAC Motors ranked 31st among Chinese global brands and 6th among Chinese automotive brands. This marks JAC’s fourth consecutive year on this prestigious list, reflecting its robust growth trajectory.
As one of the pioneers of Chinese independent automotive brands, JAC Motors continues to showcase the strength and warmth of Chinese brands on the global stage. With over three decades of overseas exploration, JAC is poised to contribute even more to the global rise of Chinese automotive brands, forging a path toward a brighter future alongside its global partners.
Source: Xinhua News Agency
