One year after being upgraded to an independent brand, the 212 off-road vehicle is ready to carve its name on the world off-road vehicle map.
On October 27th local time, 212 Off-Road Vehicles held a brand globalization strategy launch conference in Dubai, showcasing its product planning, localized ecological layout and core globalization ideas to the Middle East and even the global market for the first time, marking another step forward in its brand internationalization journey.
Lu Yunran, general manager of 212 off-road vehicles, told the 60-year struggle story of a Chinese off-road vehicle brand at the press conference.
Lu Yunran, General Manager of 212 Off-Road Vehicle
According to him, the story of 212 began in 1965. The roll-off of the first model filled the gap in China's independently developed off-road vehicles and became the spiritual totem of an era.
In 2024, after its acquisition by Shandong Weiqiao Group, 212 launched its all-new T01 model in China. The new model retains the iconic "one arch, two circles, three horizontals, four verticals" design, rekindling the collective memory of the Jeep for generations. Weiqiao Group established its new energy vehicle management headquarters in Qingdao, declaring the 212 no longer just a model but an independent brand, and began systematically promoting its internationalization strategy.
"Off-roading has no borders," Lu Yunran said in an interview. Off-roading itself is an international form of communication, possessing a universal "expression." The 212's mission is to elevate Chinese off-road vehicles to the forefront of the world's top off-roading.
It is reported that the 212 brand will comprehensively deploy the core of its globalization strategy with the goal of "taking root in the ecosystem", aiming to create a personalized and innovative operating model without borders.
At the press conference, the 212 brand unveiled its core technology platforms, WY (Off-Road Platform) and WB (Multi-Scenario All-Around), as well as its comprehensive product portfolio. Leveraging the strengths of these two platforms, the brand will build a comprehensive product ecosystem encompassing both traditional and new energy vehicles. The brand's model portfolio will gradually expand to include three-door models, multi-purpose pickups, SUVs, and hardcore off-road vehicles, catering to the needs of customers in diverse regions around the world.
Jia Haifeng, Executive Deputy General Manager of Weiqiao Intelligent Driving (Qingdao) International Marketing Co., Ltd.
To alleviate the regional adaptation challenges of global expansion, 212 is simultaneously promoting localized operations in overseas markets. Jia Haifeng, Executive Vice General Manager of Weiqiao Zhixing (Qingdao) International Marketing Co., Ltd., revealed, "We're taking the implementation of this partnership as a starting point and continuously deepening local operations, ensuring service efficiency by establishing regional parts centers. We're not just bringing vehicles in; we're also establishing a strong foundation for business and trust."
On the evening of the press conference, the 212 brand logo lit up the world's tallest building, the Burj Khalifa. This brilliant moment was not only a declaration of its deep penetration into the Middle East market, but also created a cultural and emotional resonance with local consumers.
It is reported that the 212 brand's overseas network currently covers more than 70 countries and regions around the world, focusing on regions with strong demand for off-road vehicles such as the Middle East, Europe, South America, Southeast Asia, Central Asia, and Africa, and continuously strengthening its brand positioning and market advantages in the professional off-road field.
"We will draw on domestic experience and use appropriate methods to engage in in-depth dialogue with local users, integrate into the local off-road community, build a bridge for off-road cultural exchange between China and overseas, and simultaneously develop a global network covering R&D, production, consumption, and services, so that like-minded people can gather together to set out and arrive together," said Lu Yunran. "In the future, I hope that users around the world will drive this classic Chinese off-road vehicle to explore every corner of the world."
