(SeaPRwire) – BEIJING, April 30, 2026 — In today’s premium automotive market, the competitive landscape has shifted. While key configurations including powertrain, chassis, and electric powertrain systems can be refined and perfected in a relatively short period, what truly allows a premium brand to stand out, achieve global breakthroughs, and build long-term competitive barriers goes far beyond simple hardware accumulation. It stems from cultural resonance and a distinct expression of visual identity.
To cut through global market clutter and build a lasting competitive moat, a brand must move beyond “stacking hardware” and start distilling its core soul. At Auto China 2026, the G700 offered a definitive solution to the industry’s homogenization problem. By partnering with world-renowned design master Paula Scher to craft the visual identity of the G series, JETOUR is not just updating its look—it is undergoing a strategic evolution.
A Meeting of Minds: Global Vision Meets Brand Ambition
As the flagship model of the G series, the G700 carries the brand’s strategic mission of premium upgrading and global expansion. The G series holds that “premium” is not a sprint but a marathon requiring steady, ground-up development—a core philosophy that underpins its in-depth collaboration with Paula Scher. A legendary designer behind iconic visual identities for global giants including Coca-Cola and Citibank, Scher specializes in translating abstract brand concepts into highly recognizable symbolic visual assets. The G series’ significant investment in refining its foundational visual system alongside top-tier industry masters demonstrates its commitment to building a world-class premium off-road icon through the G700.
This collaboration marks Paula Scher’s first in-depth partnership with an automotive brand in her career. As an acclaimed designer whose work is held in the collections of the prestigious Museum of Modern Art (MoMA), this exclusive cooperation carries exceptional industry weight and recognition. Scher selected JETOUR for the G700’s unique “vitality” that conventional industrial products lack. She views the G700 not merely as a high-performance vehicle, but a cultural bridge connecting premium experiences with rugged outdoor exploration. The G series’ unwavering pursuit of brand design essence aligns perfectly with her core belief of “changing the world through design”, and their shared commitment to brand long-termism forms the core of this partnership.
“The Ridges of Steel”: A Visual Language of Power
The centerpiece of this collaborative creation is the “Ridge of Steel”, a core symbol designed by Scher. It is a masterclass in minimalist power, transcending cultural barriers to convey strength and a spirit of exploration. This unified visual identity gives the G700 an inherent “premiumness” that cannot be replicated. Complementing this iconic symbol is a bespoke typeface tailored specifically for the G series. Following the same design logic as the “Ridge of Steel”, the font uses precise geometric lines to balance power and order. In Scher’s view, a typeface is not an isolated graphic element—it is an extension of the vehicle’s physical lines and silhouette. Together, they create a cohesive visual language that gives the G700 a one-of-a-kind global identity.
From “Being Seen” to “Being Understood”
The integration of Paula Scher’s systematic design philosophy is, at its core, a reimagining of how the G series communicates with the world. This partnership offers far more than just an aesthetic endorsement. It enables a critical leap forward in the G series’ global journey: the shift from mere visibility to genuine understanding. As Paula Scher believes, elite design is not about chasing fleeting fame, but about building long-term cognitive dominance. For the G series, this is the blueprint for the future: a premium off-road brand that breaks boundaries, redefines premium through design, fosters value recognition through exceptional aesthetic quality, and steadily advances onto the global stage.
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/5a3ecdbd-aa23-45a6-9c36-1a2dd1ba88c4
https://www.globenewswire.com/NewsRoom/AttachmentNg/6cedb327-31d5-4d92-b5ae-b61e36901617
CONTACT: JETOUR international - jetourinternational.pr@gmail.com
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