China's off-road pioneer has global ambition

T01 4x4 aims to win fans in overseas markets by appealing to new generation's spirit of adventure

For many in China, the digits 212 symbolize a formative memory of off-road vehicles. It is the iconic code number of a model launched in the 1960s.

Long associated with the conquest of rugged terrains and daring adventures, the 212 model has become a marque by transformative evolution, underlined by dreams, passion and ambition.

The journey began in June 2024, when the 212 was relaunched in Beijing, where it was first developed in 1965.

A diverse audience attended this hallmark event, including 212 owners, many of whom are industry veterans and explorers.

Among them was the famed film director, Lu Chuan. At the event, he recalled the 212's reliability and sense of adventure on the set of his 2004 film Mountain Patrol, in which the model navigated Qinghai's rugged terrain.

"The 212 is like an old pal," he said, fondly recalling the vehicle's steadfast charm as it carried crew across China's most desolate and inhospitable landscapes.

This moment, steeped in nostalgia, marks the point at which the 212 transcended its origins.

What began as a military vehicle, developed in 1965, has evolved into a global off-road icon.

The 212 was the first off-road vehicle of many Chinese adventurers, especially those born in the 1960s and 1970s. It was their first experience of adventure on the road and it endures in Chinese culture as a symbol of rugged resilience.

The relaunch expanded its legacy and established its ambition toward the future.

"In terms of carrying on its legacy, our goal is to create outstanding products, remain dedicated to innovation, and infuse that pioneering spirit into our R&D and brand-building initiatives," said Lu Yunran, CEO of the new 212 brand.

"The 212 is more than a marque; it is the symbol of a spirit and culture of venturing into the wilderness," he said, offering a glimpse into the brand's first model, the T01, a bold new entry into the off-road market.

The relaunch of the brand comes as China's off-road vehicle market grew exponentially in recent years, driven by a younger generation's enthusiasm for adventure travel and off-road experiences.

Young people in modern China do not simply seek reliable transportation; they desire vehicles that offer unique experiences, freedom, and a connection to the wild landscapes of their country.

Off-roading, once a niche activity, has exploded in popularity, and the 212 is poised to define its position in the sector.

The company is building a number of models on the WY platform, which serves as the foundation for continuous innovations.

It files more than 100 patents annually, demonstrating a commitment to providing high-quality, cost-effective, and professional-grade, off-road vehicles to customers.

A defining moment this year arrived with the launch of the T01, officially unveiled in August. It is the first car to embody the new 212 vision.

It wasn't just the vehicle's performance that set it apart, it was the choice of the launch location: Zhangye, a geographical marvel in the Hexi Corridor of Northwest China's Gansu province.

Known as the Han Empire's stronghold against foreign invaders, and a key hub on the Silk Road, Zhangye has withstood the test of time in the spirit of off-roading.

The choice of Zhangye as the launch venue reflected the heart of the 212's philosophy: it represents resilience, strength and the will to overcome obstacles, much like the vehicle itself.

The unique launch location symbolized the brand's rugged unconventionality.

While most automotive launches take place in well-known cities, 212 chose Zhangye in order to demonstrate its willingness to challenge the norm — a move that aligns with the off-road spirit of adventure.

As a rugged off-road vehicle, the T01 is designed to meet the demands of modern adventurers while staying true to the 212's legacy of durability and off-road prowess.

With its rugged design, advanced suspension system, and off-road capabilities, the T01 embodies performance and nostalgia.

Its design blends modern aesthetics with the 212's traditional spirit.

Its robust body, heavy-duty frame, and elevated clearance are primed for traversing difficult terrains.

Whether climbing rocky mountain paths, driving through deep mud, or crossing rivers, the T01 handles it all with ease.

The vehicle's advanced suspension system ensures stability and control in the harshest of conditions.

In terms of power, the T01 is equipped with a turbocharged engine, providing ample torque to conquer the most challenging of landscapes. The all-terrain tires ensure excellent traction on a variety of surfaces, from sand and gravel to snow.

What makes the T01 stand out is not just its superior performance on challenging terrain, but its innovative design.

With features like enhanced suspension systems, greater ground clearance, and a redesigned exterior for improved aerodynamics, the T01 can handle the world's most unforgiving landscapes.

Its focus on comfort and modern features, such as its state-of-the-art infotainment system and advanced safety measures, makes it built for adventure and one that appeals to a younger, more tech-savvy crowd.

Following the T01's launch in August came the T01 Changfeng version at the Guangzhou Auto Show in November.

The Changfeng name reflects the essence of off-roading: a constant drive upward, forward and beyond.

According to 212 Vice-General Manager He Zhaopeng, the name embodies "an infinite yearning for the future and the fearless spirit of challenging the unknown".

This version introduces a bold evolution in off-road design, and elevates its visual appeal and rugged stance to new heights.

Building on the foundation of the T01, the variant incorporates upgrades across three key areas: widened body kits, raised suspension, and a redesigned front fascia.

The result is a commanding exterior that is more robust, radiates raw power, and reinforces its off-road DNA.

To meet the diverse needs of modern off-road enthusiasts, the T01 Changfeng brings exciting enhancements.

It offers over 30 custom configuration options based on its versatile base model, such that users can personalize the vehicle to suit their specific off-road and adventure requirements.

With off-road culture gaining traction and its enthusiast base becoming younger and more dynamic, the T01 Changfeng reflects the new generation's spirit of adventure.

This group values individuality and seeks unique experiences, advancing a more personalized and trendy off-road culture.

The 212 brand is committed to addressing the evolving needs of younger consumers, and ensures that its products and experiences resonate with this vibrant demographic.

The company is deepening collaborations with upstream and downstream partners in the off-road ecosystem, to create a broader array of professional and personalized products and services.

Beyond product innovation, 212 fosters the growth of off-road culture by participating in large-scale events, such as the Alxa Hero Festival in Inner Mongolia, an event for off-road vehicle enthusiasts, and hosting hundreds of monthly test-drives nationwide.

These initiatives enrich the community experience and establish 212 as a pivotal force in championing off-road culture globally.

The 212 continues to innovate and engage with younger consumers, and shapes the future of off-road exploration while advancing China's off-road culture on the global stage. Beyond China, the 212 brand is eyeing growth potential in the overseas markets of off-road vehicles.

The brand's global push was prominently featured at the 2024 China International Import Expo in Shanghai in November.

At the event, Lu Yunran emphasized the company's ambition for its international future.

"212 is not just a Chinese brand," Lu said. "It is a brand that embodies the spirit of adventure, resilience, and innovation. Our goal is to make 212 a global leader in off-road vehicles, and a brand that is respected in markets across the world."

Lu explained the company's commitment to expanding beyond China: "We are focused on creating an 'all-ecology' export system. This means setting up marketing centers, R&D facilities, and production bases in key regions around the world. We are investing in the future to ensure that the 212 will be a global brand in every sense of the word."

This ambitious vision underscores the company's determination to elevate the 212 brand to international prominence.

January 2024 marked an important milestone in the 212's journey toward global prominence, when the brand entered the prestigious Dakar Rally in collaboration with the Han Wei team.

The Dakar Rally is among the world's most challenging and prestigious off-road endurance events, a historic proving ground for the world's top off-road vehicles.

Since 1977, the rally has taken drivers through the planet's harshest terrains, from sand dunes to rocky deserts, testing both the vehicles' and drivers' endurance.

The 212's participation in the Dakar Rally marked a significant achievement and strategic move to pin the brand on the global map.

The Dakar Rally is not just about speed and power; it is a test of durability, adaptability, and resilience — qualities at the core of the 212 brand. In the 2024 event, the "212" flag made its international debut, flying proudly alongside the Han Wei Team as they conquered the desert's challenging terrain.

This partnership marks the beginning of an enduring and successful collaboration.

In 2025, the 212 will continue its partnership with the Han Wei Team, and the T01 will be the team's support vehicle throughout the rally.

The inclusion of the T01, a key part of the team's strategy, showcases the vehicle's robustness and represents a powerful display of the renewed 212 brand's global aspirations.

The Dakar Rally participation marks the 212's defining transition, from a domestic Chinese brand to a key player in the global off-road arena. The 212's resurgence is not only a mark of nostalgia for a bygone era; it is about the reinvigoration of an iconic name, with renewed energy and creativity for the 21st century.

Under the leadership of Lu Yunran and a committed team, 212 is investing in cutting-edge technology, modern manufacturing processes, and a customer-first approach to marketing.

In 2024, the brand took part in the China International Import Expo in Shanghai, reinforcing its commitment to its global expansion.

Lu stated that the 212's goal is to not only lead the off-road vehicle segment in China, but also to become a top-tier player in the global market.

The investment in facilities such as the Qingdao manufacturing base — equipped with state-of-the-art machinery and an annual production capacity of 200,000 vehicles — is merely the beginning.

As the brand scales its operations, the 212 T01, soon to be followed by other models, is expected to play a central role in establishing the company as a leading force in the global automotive market.

The 212's ongoing success is a reflection of broader trends in China's automotive sector.

The rise of off-roading and adventure tourism is just one aspect of China's evolving automotive landscape.

As the world moves toward electric vehicles and a greater sense of environmental responsibility, the 212 is poised for its role in a future of sustainable off-roading.

The 212's focus on lightweight materials and electric powertrains will solidify its place in the evolving global market.

The 212's journey has only just begun. From its beginnings as a humble 4x4 to its reinvention as a modern-day off-road powerhouse, the 212 has endured as a symbol of adventure, durability, and innovation.

Its 2024 rebirth marks a new chapter in the brand's history, one that promises exciting developments on the horizon.

Whether on the rugged trails of the Hexi Corridor, the sand dunes of the Dakar Rally, or the highways of the world's cities, the 212 brand is poised to become a global leader in off-road vehicles.

Its renewed focus on technology, innovation, and adventure readies it to take on the world, one trail at a time.

lifusheng@chinadaily.com.cn