C-segment SUV playing field in Malaysia is rapidly expanding with an emerging range of competitive entry level to premium variants. One such contender in the segment is premium off-road SUV brand, JAECOO, a brand looking to tap into the potential of Malaysia’s growing urban elite with a taste for off-road adventure.
The Nielsen Global Survey of Automotive Demand reported in the past that a rising middle class would drive automotive demand in Malaysia. A decade since the report was published, Malaysia continues to see a growing middle-class which is expanding its disposable income, a trend mirrored across the ASEAN region according to the 2023 ASEAN Investment Report.
JAECOO puts forward the J7, a premium off-road SUV, as its maiden launch scheduled for the first half of 2024. Currently on preview for the public, the J7 design embraces a spirit of adventure and resilience with refined style seen from its warship-inspired door handles, panoramic sunroof, fighter jet-inspired gear shifter and distinguished columnar “waterfall” grille.