Rugged off-roader that drove a nation forward targets the next generation

There is probably no doubt that FAW's Hongqi, which means Red Flag, is the best-known indigenous Chinese vehicle brand. Unveiled in 1958, it was often seen chauffeuring State leaders at major events.

For the wider public in China, however, a model called the 212 was the one they had a personal connection with. It was even the first vehicle known to many born in the 1960s, 1970s, or even the 1980s in the country.

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

As the off-roader was built tough and easy to repair, it was seen traversing the vast landscapes of the country, on missions from barren mountainous hinterlands and thick forests to coastal villages and far-flung mobile huts on the prairies.

Statistics show that millions of units of the 212 were produced and sold in the following decades, and since the vehicles were usually shared, tens of millions of people in China had first-hand experience of the model.

Some said they borrowed a 212 to drive their bride to their home village, where the vehicle could be the first motor vehicle local kids had ever seen. Others said they were born in a 212 as their mother was rushed to hospital.

Back then, a ride in or even a sighting of the model was something people could brag about to their friends, neighbors, or even strangers.

It had to do with soldiers, probably the most respectable job one could imagine at the time, and it was an off-roader with a more impressive design and rugged tires, suited for the countryside and unpaved roads.

Later, people were gradually allowed to buy it, and if someone was lucky enough to own one, he would be happily sure that he had realized one of the ultimate dreams.

The 212 was also the model that the first generation of Chinese drivers got to grips with.

Owning a few 212s was the best possible advertisement for driver training schools across China, a country that probably no one expected to become the largest vehicle market in the world.

From the early 1980s, a slew of overseas companies, with German carmaker Volkswagen as the pioneer, arrived to explore the vast, untapped potential of China.

In the following decades, China, thanks to its reform and opening-up policy, saw the continuous rise in ordinary households' purchasing power.

Private cars were no longer a dream, gradually driving up vehicle sales and propelling China to overtake the United States as the world's largest vehicle market in 2009.

For first-time car buyers around that time, sedans were usually the first choice, and China was no exception, fueling the sales of private vehicles, especially those of foreign brands ranging from Toyota and Honda to Volkswagen and Hyundai.

The 212, along with its successors, began to lose its fame and sales volume, as its manufacturer focused on producing patrol vehicles or other utility vehicles.

Then came the surge in enthusiasm for sport utility vehicles (SUVs) and off-roaders, marked by the localized production of Toyota's CR-V in 2004 and the rollout of the H6 from Chinese automaker Great Wall Motor in 2011.

SUV sales surged to account for 42.5 percent of the market in 2017, rising to surpass sedan sales in 2020, totaling 9.46 million units, according to statistics from the China Association of Automobile Manufacturers.

With the SUV craze came a growing number of off-roader enthusiasts eager to explore the vast wilderness, from barren deserts to high-altitude regions in the country.

This trend has become even more pronounced this year. A survey shows that those who prefer off-road vehicles are primarily from three groups.

The first group is extreme sports lovers, whose lives revolve around venturing into the wilderness, requiring high-performance off-roaders to fulfill their adventurous ambitions.

The second group is outdoor enthusiasts who spend their weekends and holidays exploring suburban mountains and campsites.

A report from consulting firm iiMedia Research revealed that the size of China's outdoor economy was 46 billion yuan ($6.53 billion) in 2020, tripling to 133.4 billion yuan in 2023, driving up demand for off-road vehicles.

The third group consists of those who appreciate the versatility of off-roaders. They may have other vehicles but they want to have an off-road vehicle in case they need to start an unplanned trip right away.

China's off-roader segment has grown in recent years, with global players such as the Jeep Rubicon and Ford Bronco entering the market.

Chinese car manufacturers, including Great Wall Motor and BYD, are also introducing their offerings to capture a share of the growing market.

The passion for adventurous trips, which has risen in tandem with China's economic growth over the past decades, is creating niche opportunities for the 212, China's first-generation off-roader.

Now, the 212 has become a brand — the first-ever Chinese marque to carry on the legacy of a legendary model.

Unveiled in June in Beijing, it attracted the participation of over a dozen military generals and former 212 owners.

Among them was renowned Chinese director Lu Chuan, who shared his story about using an old 212 while filming Mountain Patrol in Qinghai province in 2003.

He recalled the vehicle's reliability as an "old pal" during their breathless ventures through desolate, cold, and largely uninhabited areas in Golmud and Yushu, at an average altitude of 3,800 meters.

Lu Yunran, general manager of the new 212 brand, said: "The 212 is more than a marque; it represents a spirit and a culture of venturing into the wilderness."

He explained that the spirit transcends off-road travel, symbolizing a person's attitude: not flinching from difficulties and pursuing an uncompromising life.

He explained that developing a marque named after the model is a way to revitalize it, preserving its legacy in a modern era.

"The 212 needs no introduction. A huge number of people have an emotional connection to the vehicle, and it represents much more than just a product of industry," said the post-1980s executive leading the marque.

He noted that the model has borne witness to the evolution of China's automotive industry over the decades. It played a role in both defending and building the nation, standing as a symbol of many proud moments in the country's history.

"When it comes to carrying on its legacy, our goal is to create outstanding products, remain dedicated to innovation, and infuse that innovative spirit into our R&D and brand-building efforts," said Lu.

He added that the technological advancements made over the years, along with the rise of the new energy vehicle sector, have opened up exciting new possibilities.

The 212 brand's first model, the T01, was launched in August, two months after the brand's unveiling. Built on a dedicated platform, it is a modern, sleek off-roader, yet it retains classic design elements from the original model. The letter "T" in its name stands for both "times" and "terrain," and "01" signifies it as the first-ever model of the new brand.

The all-terrain model, available in three variants, sports a 2.0-liter turbocharged engine and an eight-speed automatic transmission, generating a maximum output of 185 kilowatts and a peak torque of 410 Newton meters. Modern amenities, such as dashboard displays, a 360-degree camera, transparent open chassis, and a connectivity system for remote vehicle control and diagnostics, are also included.

Analysts predict the model will be a hit as it is the first professional off-roader priced below 150,000 yuan in China's competitive vehicle market, despite its cutting-edge features.

Statistics from the China Passenger Car Association show that more than 6.59 million SUVs, including off-roaders, were sold in China from January to August, representing a 6.7 percent year-on-year increase, which is higher than the overall vehicle market growth rate. Despite fierce competition from brands such as BYD, Tank, Mercedes-Benz, and Land Rover, Lu believes there is a place for the 212 brand.

He acknowledged that while the original 212 was primarily a tool, the T01 is designed to be a toy, a source of inspiration and a companion.

"With the new T01, we aim to venture forward and explore together, targeting customers who expect to break new ground in both life and the wilderness," said Lu.

The marque's ambitions extend beyond China, eyeing markets in Africa and the Middle East. "We've made preparations in technology, products and sales channels. We will understand local conditions in different regions and strive to make our products universally recognized," said Lu.

Despite concerns that the brand's background may not resonate with overseas buyers, Lu is optimistic. "People everywhere aspire to innovation and exploration, so we believe there is a good chance we can tell our story well."

"We hope more people will come to know the 212, and we will make it a brand representing Chinese off-roaders globally," he concluded.

lifusheng@chinadaily.com.cn