Core Insights - The automotive industry is witnessing intense competition, and brands must balance perseverance with innovation to stand out [1] - Beijing Off-road's growth is driven by a concept of "empathy," reflecting a shift in consumer expectations towards vehicles that serve as versatile companions rather than mere transportation [3] Sales Performance - In 2025, Beijing Off-road achieved a significant milestone with total deliveries surpassing 200,000 units, with the "Boxy" family contributing over 140,000 units, marking a 79% year-on-year increase [3] - The BJ40 series has maintained its position as the top-selling hard-core off-road vehicle for 11 consecutive months, with the BJ40 extended range version leading its segment for 9 months and securing the annual championship [3] Product Development and Innovation - Beijing Off-road has established a clear product matrix catering to different consumer needs, from extreme off-road enthusiasts to urban families seeking light off-road experiences [4][5] - The company focuses on extended range technology to address range anxiety in off-road scenarios, while also investing in advanced features like the "Tai Chi flexible chassis" and "six-dimensional electric safety system" to enhance user confidence [5] User Engagement and Relationship - The company is transitioning from being merely a "car manufacturer" to a "companion" for users, valuing customer feedback and involving users in product testing and improvement processes [5] - Beijing Off-road emphasizes the importance of user trust as both a recognition of past achievements and a commitment to future endeavors [6] Future Outlook - In 2026, Beijing Off-road plans to strengthen its focus on product, technology, and user relationships, with the launch of the BJ40 Explorer, which combines classic aesthetics with advanced safety features [6] - The BJ40 Explorer aims to provide a new experiential dimension, transforming the vehicle into a space that can empathize and accompany users through various emotional states [6]
北京汽车销售有限公司总经理助理陆荣铧：北京越野用“共情”激活新增长