Chery’s Zongheng: the SUV that floats like a boat

Jetour, a sub-brand of Chery Automobile, has steep ambitions in its home country to mimic what Land Rover does in the UK and Jeep in the USA. A fresh teaser video of its upcoming luxury off-road vehicle series, Zongheng, shows a camouflaged vehicle sailing through the water like an amphibious car. This sets new benchmarks for the concept of wading depth.

The first model in the Zongheng series will debut in the upcoming days, promising to deliver “forward-looking off-road technology” and a “luxury driving experience.” But the teaser also highlights very different aspects of the car: as the vehicle seems able to conquer water and execute a tank turn, it tries to overstretch the idea of a rugged and advanced off-roader. The latter clearly points to four electric motors and a battery-type driveline.

Hardcore SUV

From the images, the new model features a traditional hardcore SUV design in the style of a Defender, G-Class or Ineos: straight body lines, a boxy shape, but with hidden door handles. The roof slopes slightly towards the rear, giving the long, profiled SUV a modern yet robust look, while blacked-out pillars create a floating roof effect. The addition of roof-mounted lidar hints at advanced driver assistance systems (ADAS), underscoring it also features high-tech credentials for daily use.

The Zongheng series will join Jetour’s existing Shanhai lineup, which targets hybrid off-road travel. Trademark registrations suggest the names “Zongheng G700”, “Zongheng G900” and “Zongheng F700” will be used.

Ambitious strategy

Last November, Chery’s Deputy General Manager, Li Xueyong, outlined Jetour’s ambitious off-road strategy, which includes developing four light off-road models, three hardcore off-road vehicles, and up to two luxury hardcore SUVs. The Zongheng lineup represents the pinnacle of this plan, aiming to rival the aforementioned international brands in terms of luxury and capability.

Jetour’s ambitious plans align with its rapid sales growth. In 2024, the brand sold 568,387 vehicles, an 80.3% year-on-year increase, and aims to sell 800,000 units in 2025. Mother company Chery has set foot in Europe with the brands Omoda, Jaecoo, and Exlantix. There are no immediate plans to export Jetour, but these strategies are always under evaluation. Shipping the Zongheng vehicles shouldn’t be the main obstacle.