By: The Malaysian reserve

Chinese automaker JETOUR, in partnership with Discovery Channel and the Cheetah Conservation Fund (CCF), is launching a second phase of its "Return of the Cheetah" initiative. This renewed campaign shifts its focus to the Horn of Africa, a critical region in the global fight against illegal wildlife trafficking. The initiative aims to draw worldwide attention to the plight of cheetahs and foster collective action to protect this endangered species.

The project builds upon the success of the 2024 environmental documentary, Return of the Cheetah, which was co-produced by JETOUR and Discovery. Filmed in Namibia, the documentary highlighted the CCF's rescue and rehabilitation efforts, successfully raising international awareness. JETOUR is now extending the film's powerful message from the screen into tangible, on-the-ground conservation work.

In a direct commitment to this cause, JETOUR has announced it will adopt rescued cheetahs to support their long-term care and rehabilitation. The company will also work with the CCF to fund community education programs in the Horn of Africa. These programs are designed to address the root causes of the illegal wildlife trade by promoting coexistence between local communities and nature.

JETOUR’s flagship G700 SUV will serve as the official vehicle for the expedition, embodying the company's "Travel + Responsibility" philosophy. The vehicle's robust all-terrain capabilities and intelligent driving systems are suited for the challenging environments of conservation work. Its advanced energy management system will also provide sustainable power support for rescue teams operating in remote areas.

This wildlife campaign is part of JETOUR's broader global corporate social responsibility strategy, known as "Travel + ESG." Beyond the cheetah initiative, the company engages in various philanthropic efforts, including education programs in the Middle East and inclusive sports sponsorships in South America, demonstrating a consistent commitment to giving back.

Looking forward, JETOUR reaffirms its dedication to a vision that connects exploration with sustainability. The company believes that protecting nature is a continuous journey, not a single act. Through its ongoing partnerships and missions, JETOUR aims to inspire global audiences and ensure that every journey contributes to a greener, more sustainable planet.