China's classic 212 model now an ambitious marque

The 212 military jeep, which was probably the best-known 4x4 in China, has developed into a marque, aiming to seize its proper position in the world's largest off-roader market.

Unveiled in 1965, the model was developed by Beijing Automobile Works for use by the Chinese military as well as by junior-level cadres in the country.

The company registered a namesake marque in 2023 after the legendary model, with over 2 millions sold in the past decades, expecting to carrying on its legacy in the new era.

Lu Yunran, general manager of the marque, announced its ambition and plans last week, with the debut of the new marque's first model based on a new off-roader platform.

The vehicle, which is expected to be launched in the second half this year, is an off-roader with sharp lines that retains the classic elements of the original 212 model.

There will be other versions available later, including the three-door version and the pick-up variant, said Lu.

As the world's largest vehicle market, China is now flooded with SUVs and off-roaders from both Chinese brands like Haval and Tank and global companies ranging from Mercedes to Land Rover.

Yet Lu is convinced that there is a position for the storied 212 brand, saying that it is more than a marque but represents a spirit and a culture about venturing into the wilderness.

He admitted that the original 212 was more of a tool when it ran throughout the country in the past decades, but the new model now is designed to be also "a toy, a source of inspiration, and a mate".

"With it, we go forward and explore together, so all those who expect to venture into the wilderness and to seek a breakthrough in life are our target customers," said Lu.

Lu said the marque will not limit its presence to China. Instead, it aims to explore the global markets.

"We have made preparations in terms of technology, products as well as sales channels. We will explore and get to understand local conditions in different regions and make our products to be acknowledged universally," he said.

While some argue that there may not be connections between the marque and potential car buyers overseas as in China, Lu said "Customers everywhere have aspirations for innovation and exploring, so we think there is good chance that we tell our stories well."