New Documentary in Partnership with Jetour Showcases the Cheetah Conservation Fund’s Efforts to Save Africa’s Cheetahs
A new documentary by the Discovery Channel, in partnership with Jetour, sheds light on the critical efforts to save cheetahs in the wild.
Return of the Cheetah sees conservationist Hazen Audel and Cheetah Conservation Fund (CCF) founder Dr. Laurie Marker team up to release ‘Jet,’ a rehabilitated cheetah, back into the wild where she belongs.
September 2024 saw Jetour, one of the fastest growing SUV brands in China, officially announce its strategic partnership with the CCF, with Jetour committing to support the annual care of two orphaned/non-releasable cheetahs as well as donate official vehicles to improve cheetah habitats. This announcement coincided with Jetour entering the South African market that same month.
Founded in 1990, the CCF has been at the forefront of global cheetah conservation. Led by Dr. Laurie Marker, CCF is a world leader in cheetah research and conservation.
"We are honored to be a part of this mission. We recognise the importance of wildlife conservation and the enormous challenges it faces. We hope Jetour will bring global attention to the cheetah's plight and encourage more people and organisations to contribute to the 'Protect the Cheetah' initiative,” Ke Chuandeng, Vice President of Jetour Auto, said at the South African launch event.
With the growing global focus on sustainable development, Jetour’s partnership with CCF marks its inaugural step into wildlife conservation. This collaboration enhances Jetour's "Travel+" strategy and expands its commitment to global ESG initiatives. As part of its global expansion, Jetour continues to prioritise regional economic growth while preserving the natural and cultural environments connected to travel.
"Cheetah conservation requires long-term commitment, and Jetour, with its dedication to long-term goals, is a perfect partner. We are grateful for their support, and we will deepen our cooperation to inspire more people to join our global 'Protect the Cheetah' initiative, to maintain ecological balance together," says Dr. Marker.
Studies show that cheetahs' current habitat has shrunk by 91% compared to historical levels. Return of the Cheetah showcases the innovative and integrated conservation strategies employed by CCF, highlighting their fight against habitat loss, human-wildlife conflict, and the illegal wildlife trade. The release of ‘Jet’ embodies CCF’s mission of ensuring a future for these iconic predators, whose numbers have dwindled to only 7 500 left in the wild.
The release of this documentary underscores the critical role apex predators play in maintaining healthy ecosystems, with Dr. Marker emphasizing the cascading benefits of cheetah conservation in terms of safeguarding biodiversity, strengthening rangelands, and promoting sustainable human development.
The documentary is set in Namibia - one of Africa’s rare animal conservation success stories and sees conservationist Hazen Audel navigating the sand dunes of Namibia in a Jetour T2 4X4 SUV.
“This documentary is a celebration of the progress we’ve made, but also a reminder of the urgent work still ahead. Seeing Hazen experience the release of a cheetah into the wild reflects the hope and possibility that drives our mission every day,” says Dr Marker. “We’ve been loving this species to death for millennia. We need to shift our mindset to loving cheetahs by protecting them in the wild.”
