LIWA Festival in Abu Dhabi Sees JETOUR Take the Lead as Chief Partner, Pioneering User Engagement and Off-Road Vehicle Customization in the Middle East: Why You Need to Know About It NOW!

Published on December 26, 2025

Abu Dhabi, United Arab Emirates, has once again emerged as a shining beacon for off-road enthusiasts from all over the world, as the city played host to the LIWA International Off-Road Festival. The festival attracted over 600,000 visitors and off-road fans from various corners of the globe, offering a spectacular blend of desert culture and thrilling competitions. However, this year’s event was particularly special, with JETOUR, a renowned international automotive brand, taking centre stage as the Chief Partner of the festival and hosting the 2025 JETOUR Global Fan Festival.

The collaboration between JETOUR and LIWA marks a significant milestone in the global off-road scene, providing a platform where off-road mastery is tested and celebrated. With the “GO WILD GO BEYOND” theme, JETOUR not only showcased its off-road vehicle capabilities but also pushed the boundaries of their “Travel+” strategy, which now extends far beyond the realm of automotive products into a lifestyle co-created with users. By integrating local cultures, product innovation, and global fan engagement, JETOUR has reshaped the traditional concept of travel and off-road adventure.

Introduction: A New Chapter in Global Off-Road Adventure

Abu Dhabi, with its iconic golden sands, served as the perfect backdrop for JETOUR and LIWA’s unforgettable International Off-Road Festival. This collaboration exemplified the very essence of JETOUR’s “Travel+” strategy, taking the brand’s presence in the Middle East to new heights. It wasn’t just about vehicles; it was about the lifestyle that off-road travel creates, the thrill of exploration, and the unity of a global community united by a shared passion for off-road adventure.

The LIWA International Off-Road Festival has become a pilgrimage site for off-road enthusiasts from around the world, with this year’s festival attracting more than half a million visitors. With JETOUR as its key partner, the festival offered more than just a venue for high-octane competitions; it was an immersive experience that brought together technology, culture, and adventure in a desert wonderland. As the event unfolded, JETOUR revealed how its global expansion, driven by its “Travel+” philosophy, is transforming the automotive and lifestyle sectors.

JETOUR’s “Travel+” Strategy Takes Centre Stage

The core of JETOUR’s “Travel+” philosophy is the integration of lifestyle with product offerings. No longer just an automaker, JETOUR seeks to create a deeper, more authentic connection with its global audience by engaging users in the co-creation process. At the 2025 JETOUR Global Fan Festival, visitors were not merely spectators; they were active participants in shaping the future of JETOUR’s off-road vehicles. Through interactive product co-creation sessions, fans had the opportunity to share their insights and feedback on the design, performance, and user experience of both current and upcoming models.

• Global Fan Engagement: The fan festival was designed to encourage dialogue between the brand and its global audience, fostering a sense of ownership and participation.
• Vehicle Co-Creation: Through one-on-one interviews and group sessions, potential users shared valuable insights into what they expect from JETOUR’s off-road vehicles.

In this way, JETOUR shifted the brand-user interaction from a one-way communication model to a more dynamic and reciprocal relationship. This not only strengthens the brand’s presence but also enhances the overall customer experience, making the users feel like co-creators of the JETOUR adventure.

The Power of Regional Customization

JETOUR has achieved remarkable success in the Middle East, a region known for its extreme climate and diverse terrain. The brand’s deep understanding of regional needs has been a key factor in its rapid growth. With the help of its Research Institute, which conducts extensive road tests and develops region-specific upgrades, JETOUR has tailored its vehicles for the harsh conditions of the Middle East’s desert terrain. One example of this is the thermal management upgrades, which are essential for ensuring the vehicle’s performance in high-temperature environments.

• Localized Innovation: Through in-depth regional research, JETOUR has been able to craft vehicles that can withstand the demanding conditions of the Middle Eastern deserts, ensuring high performance and reliability.
• Thermal Management Upgrades: JETOUR’s focus on regional customization extends to technology, where thermal systems are optimized to work efficiently under extreme heat.

This localized approach has helped JETOUR establish a competitive advantage in the Middle East, where it has become a trusted name in off-road vehicles. By focusing on technology and innovation tailored to regional needs, JETOUR is not only building vehicles but creating solutions designed for local challenges.

Expanding Global Reach and Integration

While JETOUR’s success in the Middle East has been remarkable, the company’s reach extends far beyond. Since its inception, JETOUR has made significant strides in its global expansion. By November 2025, JETOUR had sold more than 2.1 million vehicles worldwide, solidifying its place as a global leader in the automotive industry.

• Global Presence: Operating in 100 countries and regions, JETOUR has established 2,000 sales and service networks, serving diverse markets and customer needs.
• Sales Performance: The T2 series, launched only 26 months ago, has sold over 414,000 units, further establishing JETOUR’s status as a top-seller in various markets.

As JETOUR continues to expand its presence in international markets, the company remains focused on integrating the “Travel+” lifestyle into its offerings. This approach not only promotes off-road adventures but also elevates the entire travel experience, making it a lifestyle that spans continents.

“Travel+” Lifestyle: Redefining the Concept of Travel

At the heart of JETOUR’s expansion is the “Travel+” lifestyle. This strategy focuses on providing customers with more than just vehicles; it offers an opportunity to experience travel in a way that is personalized, authentic, and meaningful. The “Travel+” philosophy encourages consumers to connect with their surroundings, explore new places, and express themselves through their choice of vehicles.

During the LIWA Festival, JETOUR demonstrated how the brand is shaping the future of travel by incorporating personalization into its offerings. The modified vehicle culture was front and centre at the festival, where JETOUR showcased its G700 and T-Series models, along with customized vehicle options for off-road enthusiasts. The “Product + Modification” approach allows JETOUR owners to personalize their vehicles, turning them into a personal statement and enhancing their travel experiences.

• Vehicle Customization: At the fan festival, JETOUR displayed modified versions of its vehicles, offering a glimpse into the future of personalized off-road travel.
• Owner Communities: JETOUR has also cultivated exclusive owner clubs where off-road fans can connect, share experiences, and engage in community events.

By blending product innovation with user-driven customization, JETOUR is elevating off-road travel from a simple activity to a full-fledged lifestyle experience that resonates with people across the globe.

Conclusion: The Future of Off-Road Travel

JETOUR has successfully established itself as a global leader in off-road vehicles, and its partnership with the LIWA Festival represents the next step in its journey. By integrating the “Travel+” lifestyle into its products and fostering deeper connections with global fans, JETOUR is transforming the way people engage with off-road travel. With innovation, regional customization, and user co-creation at its core, JETOUR is poised to continue leading the charge in off-road adventures across the world.

As JETOUR expands its reach and strengthens its position in the global market, the future of off-road travel looks incredibly exciting. With more fans engaged, more personalized experiences, and a commitment to lifestyle integration, JETOUR’s journey has only just begun.

Key Takeaways

• Global Expansion: JETOUR has sold over 2.1 million vehicles worldwide, with a presence in 100 countries and regions.
• Middle East Success: The JETOUR brand has achieved remarkable success in the Middle East by adapting vehicles to local needs, including thermal management systems.
• “Travel+” Lifestyle: JETOUR’s “Travel+” strategy integrates vehicles with personalized travel experiences, fostering deeper connections with customers.
• Fan Engagement: Through product co-creation and exclusive owner communities, JETOUR has redefined the relationship between the brand and its users.