Team Kramer: United as Kindred Spirits

The story behind JETOUR Auto Philippines and Team Kramer

Launching an all-new brand can be a daunting task. Aside from bringing in the right products for the market, a distributor must also align the brand’s message with its intended audience. This objective was what JETOUR Auto Philippines, Inc. (JAPI) had in mind from the start. 

From the initial talks between the Goho brothers of Gateway Motors Group and the Licup family of the Autospeedygo Group to bringing in the right Managing and Marketing Directors to lead the brand’s charge and to finally revealing itself to the public at its exclusive launch at Okada Manila, JETOUR Auto Philippines made sure it would be on the right track to achieve its brand objectives quickly. 

It was clear, though, that having an exciting model lineup, compelling pricing, and the right people to lead the charge are the essential pieces of the puzzle but would only complete part of the picture. 

JETOUR needed a familiar face and a name that Filipinos could easily associate the brand with. A personality that perfectly represents the brand’s essence and what it stands for. 

A new brand, a new way of thinking

With its upcoming launch just weeks away, JETOUR Auto Philippines focused on finding a name that would carry the brand’s ideals and highlight the value of Travel+, where technology and innovative experiences create unforgettable moments with every drive.

JETOUR believes that moments spent in a car are priceless, and each journey is special and unique. This philosophy is why JETOUR designs its vehicles to become “Your home away from home.” 

With these in mind, the JAPI Team searched for the ideal personality to reveal the brand. In the little time it had before its official launch at the Manila International Auto Show last April, JAPI spent days screening and choosing various names and personalities. But one family stood out among the rest.

In a sea of fame car brands often associate their products with, one family exuded the prestige, luxury, and ideals of Travel+ to the fore. The Kramer Family, composed of celebrity husband and wife Doug and Chesca, along with their kids Kendra, Scarlett, and Gavin, are your typical Filipino family. With their good-natured way of life that values tradition, respect, and quality and quantity of time for each other, the Kramers inspire other families to be better versions of themselves by sharing their daily lives and dreams.

The Kramer Family personified the ideals JETOUR aimed to convey to the Filipino car buyer. They were the missing piece of the puzzle to launch the JETOUR brand with a loud bang. But with their previous associations with other Japanese car brands, it would be challenging to entice them to give JETOUR a chance. 

When the JAPI Board of Directors’ collective decision to reach out to the Kramers was finalized, JETOUR Auto Philippines Marketing Director, May Moreno-De Los Santos spent days contacting Team Kramer’s management. It took a few more weeks to communicate with the family and discover the common ground that JETOUR and the Kramers stood on. 

Fortunately, their wholesome and respectable vibe proved to be a perfect match with JETOUR. And in JETOUR, they found a brand they could trust and count on in every drive. A brand that would keep them safe on every journey. And a brand that would bring them closer together with every drive. 

Team Kramer finally went on board to become the ambassadors of the brand after an intimate lunch meeting and signing at the Kalesa restaurant in Wynwood Hotel, Ortigas.

Signed, sealed, and delivered

Team Kramer’s first appearance with JETOUR was at the Manila International Auto Show in April. And it was a resounding success. With their presence, the audience quickly found familiarity with JETOUR. 

Despite being a new brand in the Philippine market, JETOUR signed up reservations from car buyers left and right throughout the four-day motor show. 

The JETOUR X70, an affordable 7-seater SUV, became the family’s ride of choice. With its strong styling, generous cabin space, and agile performance, the Kramers found a new home on the road when documenting their journeys. 

Earmarked for Filipino families on a budget, the X70 offers nearly the same level of comfort and safety as the more luxurious X70 Plus but at a friendlier price point.

To highlight modern-day individuality, Doug and Chesca also drove the all-new JETOUR Dashing as they entered MIAS. With its desirable design and fully loaded tech features, the Dashing represents a youthful vibe that excites every journey. “Perfect for our date nights,” shared Chesca as she hinted a smile at Doug during the family’s first media press conference with JETOUR at MIAS.

An immediate bond

With Team Kramer’s exploits with JETOUR now making rounds in social media, it was a match meant for each other. Their presence made JETOUR Auto Philippines’ launch one of the strongest and most unforgettable entrances a Chinese automotive brand made in the country—a truly game-changing moment in the automotive industry.

The family’s most recent photo and video shoot, held at the ACEA Hotel at the Subic Bay Resort in Zambales, was the ideal scenario any family would find when driving a JETOUR—a weekend of fun, bonding, and creating new memories that JETOUR made possible. 

And to add icing to the cake, Kendra Kramer, the eldest of the siblings, fulfilled her wish of owning a brand-new car when JETOUR surprised her at the shoot with a Strawberry pink JETOUR Ice Cream Battery Electric Vehicle. The chic, playful, and modern Ice Cream EV was Kendra’s personal choice as her first car. 

With its strong and varied model lineup, JETOUR is a versatile partner for Filipinos who wish to get the most out of their journeys. And this is what Travel+ is all about, inspiring JETOUR owners to go out, explore, and live life to the fullest. Living new adventures and experiences is what Team Kramer is doing, and JETOUR is with them in every drive as they enjoy life’s perfect journey.