07/08/2025
Shaun Steynberg: The Marketing Visionary Behind Jetour South Africa
Jetour South Africa’s Head of Marketing, Shaun Steynberg, describes himself as an operations-driven leader who thrives on collaboration and strategic thinking. With a clear understanding of his strengths and a willingness to embrace input from his team, Shaun has successfully guided the brand to impressive milestones, all while remaining focused on long-term goals.
Under Shaun’s leadership, Jetour South Africa has quickly emerged as a formidable player in the automotive industry. The brand recently broke into the country’s top 15 automotive brands, selling an impressive 683 units in June alone—an achievement that saw Jetour surpass several long-established competitors.
Building Jetour South Africa from the Ground Up
Jetour launched locally in September 2024 with two flagship models: the five-seater Dashing and the seven-seater X70 Plus. Shaun, drawn by the opportunity to build something from scratch, embraced the startup environment, shaping the brand’s positioning and strategy from the outset.
One of his first tasks was assembling a dynamic five-person marketing team, united by a shared vision of establishing Jetour in South Africa’s fiercely competitive automotive market. This required a deep understanding of consumer behavior, achieved through extensive market research. “We focused on understanding what South African consumers value when purchasing vehicles and built our strategy around those insights,” Shaun explains.
Challenges and Opportunities in a Competitive Market
Launching into a market dominated by legacy brands with substantial marketing budgets posed significant challenges. However, Shaun saw this as an opportunity to innovate.
“We’ve had to be more creative, dynamic, and strategic with a smaller budget. That means spending wisely and thinking outside the box,” he says.
As an underdog with a standout product, Shaun finds excitement in challenging the industry’s heavyweights. “What excites me most is the opportunity to grow and compete. It’s about proving that we can build a brand from the ground up and earn our place in this market.”
The Thrill of Automotive Marketing
Shaun’s passion for the automotive industry stems from the thrill of setting clear targets, crafting strategies to achieve them, and executing plans that deliver results. “For me, it’s about the chase—setting goals, building a roadmap, and then seeing the impact of a well-executed marketing plan,” he says.
He also enjoys the creative aspect of marketing, from brainstorming ideas to bringing them to life and witnessing their tangible effects.
Jetour: A Brand Built for Travel and Exploration
Jetour’s global identity is rooted in its ‘Travel+’ strategy, which positions the brand as a companion for adventure and exploration. Since its international debut in 2018, Jetour has maintained this consistent focus, combining affordable luxury with a lifestyle-oriented approach.
“Many brands have attempted to enter this space but haven’t succeeded. We’ve stayed true to our positioning, aligning every aspect of the brand with our ‘Travel+’ strategy,” Shaun explains.
In over 60 countries, Jetour has built its reputation by integrating travel and lifestyle, creating vehicles designed for exploration and adventure.
A Leadership Style Built on Collaboration
Shaun describes his leadership style as hands-on and operations-focused. “I don’t claim to have all the answers, but I surround myself with people who bring value and am always open to good ideas,” he says.
Fully invested in Jetour’s success, Shaun’s passion and tenacity have been instrumental in the brand’s rapid growth. “I live and breathe Jetour. The willingness to try new approaches and a commitment to our vision have been key to what we’ve built so far.”
Looking Ahead
With two exciting new SUV models set to launch later this year, Shaun’s role will face new challenges as creativity and ex*****on become even more critical. However, his strategic approach and relentless drive suggest that Jetour South Africa is well-positioned for continued success.
As the brand grows, so does the impact of Shaun Steynberg’s vision—a testament to what can be achieved through passion, innovation, and a commitment to excellence.
