“Jetour is not just entering the market—it’s reshaping it,” says Jetour South Africa’s National Financial Manager
“A role that came like a bolt from the blue” is how Jetour South Africa’s National Financial Manager, Leonie Masher, describes landing this new role, a decision that she says would pivot her professional life in the most phenomenal way.
At Jetour South Africa, finance plays a far more integral role than simply supporting the business—it acts as the engine behind strategic decision-making and sustainable growth. Under the leadership of the National Financial Manager, the finance team helps connect funding with strategy, manages risk, and works closely with other departments to support the company’s ambitious growth plans.
With over 14 years’ experience as Group Financial Manager within the automotive industry, Leonie has successfully worked at the intersection of finance and the automotive sector, leading growth and operational efficiency. “My journey has been shaped by resilience, adaptability, and a commitment to excellence, qualities that prepared me for the unexpected twist that would redefine my career,” says Leonie.
She says that joining Jetour, the new SUV brand launched into South Africa in September last year, has been nothing short of a dream - a chance to merge her expertise with a bold, innovative brand poised to transform the automotive landscape in South Africa. “It’s proof that sometimes the best opportunities arrive unannounced, and the key is being ready to embrace them,” she says.
Leonie’s role at Jetour is both strategic and operational, overseeing the financial backbone of the brand’s ambitious growth across the region. “My role blends strategic leadership with hands-on execution to ensure financial health, compliance, and scalability in a fast-evolving market.”
Her responsibilities include long-term financial planning, performance optimisation, regulatory compliance, and mentoring her finance team. “At Jetour, I bridge finance and innovation, turning numbers into actionable insights that propel a forward-thinking brand. Every day is an opportunity to drive impact in an industry redefining mobility in South Africa.”
With macroeconomic volatility, industrial policy, and shifting consumer demands, understanding the local market is essential. “The South African market rewards agility, localisation, and financial innovation—all areas where a proactive finance function can drive impact,” says Leonie.
A typical day starts early, with a strong coffee and a dive into the latest financial dashboards, reviewing overnight sales reports, cash flow updates, and dealership performance metrics.
By mid-morning, Leonie is aligning strategy with the executive team, and by midday, she might be involved in solving a potential operational challenge, refining dealer incentive programmes to boost retail performance, or leading a compliance review ahead of an audit. The afternoons might involve a shift to strategic projects – analysing data for expansion opportunities, modeling scenarios for new market entry, or optimising working capital. “I thrive on these cross-functional puzzles,” she says.
The growing popularity of Jetour locally is being driven by its advanced technology, modern design, and affordability. Two standout models are currently available - the Jetour X70 Plus and the Jetour Dashing.
The 7-seater Jetour X70 Plus offers a spacious, feature-rich experience ideal for families and adventure-seekers, combining high-end technology, a roomy interior, and exceptional safety features. The X70 Plus is priced at R454,900 for the Momentum model and R484,900 for the Deluxe.
The 5-seater Jetour Dashing brings a youthful, sporty edge to the lineup. Designed with sleek, dynamic lines and an innovative design concept, the Dashing blends cutting-edge technology with vibrant styling and everyday practicality and is priced at R439,900 for the Momentum and R469,900 for the Deluxe version.
What excites Leonie most about the future of Jetour in South Africa? “Jetour is not just entering the market—it’s reshaping it through cutting-edge innovation in smart mobility and future-ready SUVs”.
