Jetour dealership in hot water in South Africa

Star Motor Group, or Jetour Vanderbijlpark, has found itself in trouble with South Africa’s Advertising Regulatory Board (ARB) for a banner advert claiming the T2 SUV is built locally.

According to the Directorate of the ARB, it received a consumer complaint against an advertisement seen while browsing YouTube during September 2026.

The advert included the claim “Built in South Africa”, which the complainant objected to, since Chery Automobile manufactures the vehicle in China and imports built-up units to South Africa.

“The claim ‘Built in South Africa’ in conjunction with a prominent South African flag creates a misleading impression about the origin and manufacture of the vehicle,” the complaint read.

According to the ARB, the Jetour dealership did not submit a response to the matter or the complaint.

“It is not clear why the advertiser did not respond to the complaint. Regardless of the reason, it is worth noting that the ARB remains obligated to consider the matter even if an advertiser does not respond to a complaint,” it said.

The ARB also noted that the advertiser is not a member of the body and does not submit to the jurisdiction of the ARB.

However, the board added that it would consider and rule on the advertising to guide its members.

Its Memorandum of Incorporation allows rulings on any advertisement to determine whether members should accept it before it is published or withdraw any advertisement if it has been published.

“In other words, if an advertiser is not a member and does not submit to the jurisdiction of the ARB, the ARB will consider and rule on the advertising for the guidance of its members,” it explained.

“This ruling will be binding only on ARB members and on broadcasters in terms of the Electronic Communications Act.”

The T2 SUV is not built in South Africa – Yet

In its ruling, the ARB quoted Clause 4.2.1 of Section II, which outlines that advertisements should not contain any statement or presentation which, directly or indirectly, is likely to mislead the consumer.

“The Directorate agrees that the claim ‘Built in South Africa’ creates an unambiguous impression that this vehicle is currently being manufactured in South Africa,” it said.

“It is noted that the advertiser has not disputed the complainant’s objections, and has not provided anything to suggest that the complainant misunderstood the intention of the claim.”

According to the Directorate, information related to the matter was not readily available on the advertiserʼs website.

However, it noted that the President of Jetour International, Ke Chuandeng, is quoted as saying that local production of these vehicles would commence in 2027.

“This appears to contradict the current advertised claim ‘Built in South Africa’, and suggests that the vehicle is currently not being built in South Africa in a manner consistent with the expectation created by the advertising,” it said.

“The claim therefore appears to be a misleading statement at this time. Accordingly, the advertisement appears to be in breach of Clause 4.2.1 of Section II of the Code of Advertising Practice.”

To rectify this, the ARB requested the advertiser withdraw this advertisement and specifically the claim “Built in South Africa” from its advertising.

It also requested that the advertiser refrain from using this claim until such time that it is actually manufacturing this vehicle in South Africa as claimed.

“ARB members are also requested not to accept the advertising from the advertiser claiming that this vehicle is ‘Built in South Africa’ until such time as the claim is in fact true,” the ARB decided.