广州车展前夕 212越野车调整品牌中心

Core Insights - The 212 off-road vehicle brand is undergoing significant management changes following a controversial incident involving a vehicle accident, which has raised safety concerns and led to the dismissal of the brand center director, Li Ran [1][9]. Group 1: Management Changes - Li Ran, the brand center director of 212, was dismissed due to inadequate team management, high personnel turnover, and financial mismanagement, including unclear payment settlements and violations of financial discipline [1]. - The dismissal comes amid a challenging period for the brand, as it attempts to establish itself as an independent entity following its transition from a single model to a full-fledged brand [4][9]. Group 2: Brand Development - The 212 brand, which has historical roots dating back over 60 years to the Beijing Jeep 212, is currently selling the 212 T01 model priced between 139,900 and 188,800 yuan, with over 13,000 units sold in the first ten months of the year [2]. - The brand is set to hold a major launch event on June 6, 2024, marking its independent brand status, although it faces challenges related to its association with the Beijing Automotive Manufacturing Plant, which has no ownership ties to the BAIC Group [2][9]. Group 3: Marketing and Future Strategy - Li Ran played a crucial role in the brand's initial marketing and image development, which included various promotional activities and collaborations, such as the G212 high-speed rail partnership and off-road driving events [7]. - The brand aims to deepen its connection with Chinese off-road culture while navigating the challenges ahead, emphasizing the need for both heritage and innovation in its future development [7].