编辑 岳彩周 校对 张彦君 新京报贝壳财经讯（记者张冰）9月28日，新京报贝壳财经记者从北汽集团获悉，北京越野董事长王昊 在BJ30旅行家发布会上表示，北京越野将持续通过技术迭代打造"越野平权"，让更多人享受越野乐趣。 他介绍，BJ30旅行家搭载北京越野自主研发的"三擎四驱六模"混动系统，系统综合功率301kW，综合扭 矩685N·m，零百加速仅6.59秒。电控四驱系统响应速度低至0.03秒，配合ATS全地形控制系统与"能量中 锁"功能，可在雪地、沙地等复杂路况下实现精准动力分配，轻松脱困。 ...

Core Insights - Beijing Off-road's BJ30 Travel Edition has officially started pre-sales at a price range of 102,900 to 139,900 yuan, aiming to redefine the perception of off-road vehicles as high fuel consumption products, thus embodying the company's strategic transformation [1] - The company reported a 103% year-on-year sales growth in the first half of the year, with sales exceeding 10,000 units for five consecutive months from April to August, indicating successful product renewal and technological upgrades [1][3] - The shift from a traditional "selling cars" approach to a user-centric model marks a significant transformation for Beijing Off-road, positioning it as a leader in user-oriented off-road vehicles [1][3] Strategic Focus - Beijing Off-road's commitment to the "off-road" and "light off-road" segments serves as a strategic foundation for its corporate renewal, allowing for precise allocation of R&D resources and team efforts towards technological breakthroughs and user needs [3] - The successful launch of models like BJ40 Extended Range and BJ40 Fuel is a result of coordinated changes in strategic positioning, management structure, user operations, and technological development [3] User-Centric Approach - The company's transformation emphasizes a user-centric perspective, as demonstrated by Chairman Wang Hao's role as "Product Experience Officer," which includes extensive real-world testing and user experience validation [4] - This shift from a technology-focused narrative to one centered on user value has fostered a company-wide culture that prioritizes user experience [4] "Off-road Equality" Initiative - Beijing Off-road has introduced the concept of "off-road equality," aiming to make off-road experiences accessible to a broader audience through a well-structured product matrix [6] - The launch of BJ40 Extended Range, which addresses high fuel consumption issues, and the subsequent introduction of BJ40 Fuel have lowered the barriers to entry for potential off-road users [6] - The BJ30 Travel Edition targets urban youth who are deterred by traditional off-road vehicle costs and fuel consumption, thus expanding the market reach [6] Brand Evolution - As a company with a rich history in China's off-road development, Beijing Off-road is redefining its brand identity from catering to hardcore enthusiasts to making off-road experiences available to the general public [7] - This shift not only broadens the user base but also translates brand influence into tangible sales growth, reinforcing the company's market position [7] User Ecosystem Development - The launch of the "Yueye·China" user ecosystem brand in May represents a key step in Beijing Off-road's transformation, creating a multi-dimensional system that connects products, services, communities, and culture [9] - Management's direct engagement with users through various platforms has accelerated product iterations and improvements based on user feedback [9] Quality Commitment - Beijing Off-road prioritizes quality, defining a problematic vehicle as a complete loss for users, and has implemented strategies to enhance delivery efficiency while maintaining quality standards [10] - The company's unique approach combines strategic focus on the off-road segment, breaking market boundaries through off-road equality, and a user-centric brand value reconstruction, setting a benchmark for the industry [10]

当下的中国汽车市场，深陷于价格战的硝烟、内卷加剧的焦灼与新能源转型的阵痛之中。当众多品牌 在"卷配置、卷价格、卷流量"的同质化红海中苦苦挣扎时，作为"中国越野车发明者"的北京越野，却凭 借对细分市场的深刻洞察和战略定力，划出了一道逆势上扬的独特增长曲线。其上半年销量的稳健增 长，不仅是一份亮眼的成绩单，更成为观察中国汽车品牌如何通过"品类创新"实现价值突围的一个经典 商业案例。 高速增长的"基本面" 从财务基本面来看，北京越野展现出令人瞩目的持续增长动能。最具说服力的当数"今年4-7月连续4个 月销量破万"的里程碑表现，这一数据超越了单月爆发的偶然性，标志着北京越野的销量已步入一个稳 定的增长平台，形成了健康的市场供需节奏和强劲的品牌势头。 纵观上半年，北京越野销量同比增长103%，显著跑赢了大盘的平均增速。这种"超额增长"直接带来了 市场份额的提升。其核心原因在于，北京越野成功强化了其在"越野SUV"这一利基市场中的主导权。拥 有60余年积淀的"越野世家"，正在从中国越野车"发明者"到新时代越野技术与潮流"引领者"的身份转 变。这意味着品牌在消费者心智中占据了不可替代的位置，构筑了深厚的护城河。 北京越野上 ...

Core Insights - The BJ40 fuel model has demonstrated remarkable market performance, achieving over 10,000 orders within 24 hours of its launch on July 19, and a limited edition sold out in just 3 minutes, indicating strong market recognition [1][10] - The BJ40 series has achieved the top position in three key sales rankings as of July 2025, surpassing competitors like the Tank 300 in traditional fuel off-road vehicles and leading in both new energy and extended-range off-road segments [3][10] - The BJ40 fuel model is built on a robust foundation of four core technologies, referred to as the "Off-Road Invincible Four-Piece Set," which enhances its performance in extreme conditions [4][6] Market Performance - The BJ40 fuel model's sales success is a clear indicator of its strong product capabilities and market acceptance, as evidenced by its rapid order fulfillment and competitive rankings [1][3][10] - The vehicle's performance in the market reflects a significant shift in the off-road vehicle landscape, reclaiming market authority for the BJ40 series [3][10] Technical Features - The "Off-Road Invincible Four-Piece Set" includes a two longitudinal and eight transverse integrated beam for body rigidity, an embedded metal roll cage for safety, and a mechanical all-time four-wheel drive system with differential locks, ensuring reliable performance in various terrains [4][6] - The BJ40 fuel model boasts a towing capacity of 2.5 tons, enhancing its versatility for both off-road rescue and everyday towing needs [6] Consumer Appeal - The BJ40 fuel model embodies the "Off-Road Equality" philosophy, offering high-end off-road performance at a more accessible price point, with a starting price around 120,000 yuan while competing with vehicles priced at 500,000 yuan [7][10] - The vehicle features impressive fuel efficiency, with an official consumption of 9.97L per 100km and real-world tests showing as low as 8L, alongside premium comfort features like a large panoramic sunroof and advanced technology integration [9] Brand Positioning - The BJ40 fuel model is positioned as a high-cost performance alternative to traditional luxury off-road vehicles, appealing to a broader consumer base and promoting off-road culture as a more mainstream experience [9][10] - The success of the BJ40 fuel model signifies a shift in the off-road market from niche appeal to a more inclusive, everyday experience for consumers [10]

Core Insights - The Chinese off-road vehicle market is experiencing unprecedented expansion, with projections indicating that the market share of hard-core off-road vehicles will exceed 3% by 2025 and potentially surpass 13% by 2030 [1] - The transition from niche products to mainstream markets is expected in the next five years, driven by technological innovations that reshape consumer perceptions of new energy off-road vehicles [1] Industry Trends - The penetration rate of hard-core off-road vehicles in the SUV market reached 2.91% in Q1 2025, with annual market share expected to exceed 3%, corresponding to sales volumes of 350,000 to 400,000 units, a significant increase from less than 2% in 2020 [1] - The Beijing Automotive Group's BJ40 model has achieved impressive sales, with 58,000 units sold in the first half of the year, marking a 29% year-on-year increase [2] - The BJ40 series ranked third in sales among hard-core off-road vehicles, with cumulative sales of 21,768 units from January to June [2] Technological Advancements - The BJ40 model features a range-extended electric version with a pure electric range of 152 km and a total range of 1,200 km, addressing range anxiety while being priced around 150,000 yuan [2] - The integration of advanced intelligent driving systems in new off-road vehicles is becoming a competitive differentiator, with BJ40's system utilizing a combination of sensors to enhance off-road capabilities [2][3] - The collaboration between Huawei and automotive companies is leading to the development of high-end intelligent off-road vehicles, with the Dongfeng M817 model focusing on urban commuting and outdoor leisure [3][4] Consumer Expectations - Consumers are increasingly demanding versatile vehicles that perform well in urban settings while also being capable of handling off-road conditions, with expectations for low operating costs and high adaptability [3][4] - The market is witnessing a shift towards intelligent off-road vehicles that can meet diverse user needs, including comfort, efficiency, and advanced driving assistance systems [4]

Core Viewpoint - Beijing Off-road officially launched the BJ40 fuel version, marking the arrival of the "off-road equality" era with a starting price of 126,900 yuan, making professional off-road vehicles accessible to ordinary consumers [1][19]. Pricing Strategy - The BJ40 fuel version disrupts the pricing system with a market entry price of 149,900 to 159,900 yuan for three main models, with a minimum promotional price of 126,900 yuan after subsidies, lowering the entry barrier for professional off-road vehicles to the mainstream SUV segment [3][25]. - Limited edition models commemorating 60 years of Chinese off-roading and 40 years of rock music sold out within 3 minutes at a price of 166,566 yuan each, setting a new record in the professional off-road vehicle market [3]. User Benefits - The BJ40 fuel version offers a comprehensive "professional off-road package" for users, including flexible financing options, trade-in subsidies, lifetime powertrain warranty for the first owner, five years or 150,000 kilometers warranty, five free basic maintenance services, and five years of free roadside assistance [5]. - The company is also establishing offline user experience bases and providing logistics services to enhance user engagement [5]. Product Features - The BJ40 fuel version is positioned as a benchmark in professional off-road vehicles, featuring extreme off-road performance, safety, comfort, and fuel efficiency [6][8]. - It includes unique features such as China's only mechanical full-time four-wheel drive, 11 all-terrain modes, and a fuel consumption of 9.97L per 100 km in official tests, with actual consumption around 8L [8][10]. Safety and Comfort - The vehicle is equipped with a unique embedded metal roll cage and a military-grade cage structure, ensuring high safety standards with a torsional rigidity that can withstand significant pressure [12]. - Comfort features include a large panoramic sunroof, luxury seating with multiple adjustments, and a dual 12.8-inch floating screen for enhanced user experience [15]. Cultural Significance - The launch coincides with the 60th anniversary of Chinese off-road vehicles, highlighting the brand's commitment to making off-roading a lifestyle accessible to everyone [19][17]. - The event featured a rock music performance, symbolizing the blend of off-road culture and rock spirit, resonating with the audience [23]. Market Position - BJ40 has established a strong presence with over 230,000 users and led the hard-core off-road market with 5,333 units sold in June [25].

Core Insights - North Beijing Automotive Group (BAIC) achieved impressive results in the first half of 2025, with terminal sales reaching 58,000 units, a year-on-year increase of 29%, and monthly sales exceeding 10,000 units from April to June [1][6][7] - The BJ40 extended-range model has become a phenomenon in the market, with over 10,000 orders within 48 hours of its launch and nearly 4,000 units sold in June alone [1][5] - BAIC's strong performance in the hard-core off-road vehicle segment demonstrates its ability to leverage its 60 years of manufacturing experience and adapt to modern demands [1][6][7] Market Performance - BAIC's growth in the off-road vehicle market is highlighted by its leading position in the hard-core off-road segment, with the BJ40 extended-range model being a key driver of this success [1][6] - The company aims to redefine off-road experiences with models like the BJ40 extended-range and BJ60 Thunder, which offer a range of 1,200 kilometers and a pure electric range of 153 kilometers [3][5] Strategic Transformation - The rapid growth of BAIC is attributed to systematic reforms, including comprehensive cost management and refined cost analysis across R&D, procurement, and production [2][5] - Marketing innovations, such as direct interaction with users by the chairman, have enabled BAIC to better understand customer needs and enhance product offerings [2][5] - Product innovation is central to BAIC's growth strategy, focusing on making off-road vehicles more accessible and appealing to a broader audience [2][5] Industry Significance - BAIC's strong performance in the off-road segment signifies a successful differentiation strategy amidst a crowded mainstream electric vehicle market [6][7] - The company's ability to combine traditional strengths with modern electric and intelligent technologies showcases a viable path for legacy automakers to thrive in a transforming industry [6][7]

Core Viewpoint - Beijing Automotive aims to revitalize its brand and expand its market presence by transitioning from traditional off-road vehicles to a broader audience through a "five transformations" strategy [2] Group 1: Market Position and Challenges - Beijing Automotive, established in 1958, has a rich history but faces challenges such as low brand awareness and market presence [2] - The hard-core off-road vehicle market has seen a slight increase in market share from 1.98% in 2020 to 2.91% in Q1 2025, but it remains a niche segment within the overall SUV market [2] Group 2: Strategic Transformations - The company is focusing on making off-road vehicles more accessible by introducing smarter and more fuel-efficient models, aiming to shift from a niche to a mass market [5] - Beijing Automotive is leveraging new energy technologies to redefine off-road vehicles, addressing concerns about fuel consumption and range anxiety with extended-range technology [5][6] - The BJ40 extended-range version and BJ60 Thunder models achieve a remarkable 1200 km range, catering to both off-road and urban commuting needs [5] Group 3: User-Centric Approach - The company is transitioning from a production-oriented to a user-oriented business model, emphasizing direct communication with customers to better understand their needs [6] - Engaging with users through social media and direct feedback is a key strategy for building trust and improving product offerings [6][7] Group 4: Brand Building and Long-Term Vision - Brand building is viewed as a long-term commitment, with a focus on delivering high-quality products and reliable services to gain user trust [7] - The importance of user-centered brand development is highlighted, with a belief that genuine user engagement leads to better brand loyalty [7][8] - The company acknowledges the challenges of building a strong brand in a competitive market, emphasizing the need for consistent quality and service over time [8]

Core Insights - The event marked the launch of the 2025 Jietu Mountain Sea T1 at a competitive price of 134,900 yuan, showcasing Jietu's commitment to the "Travel+" strategy and its leadership in the new category of off-road box vehicles in China [1][2][14] Sales Performance - Jietu's sales have seen significant growth, with sales jumping from 180,000 units in 2022 to 315,000 units in 2023, and projected to exceed 568,000 units in 2024, representing a domestic market growth rate of 93.6%, far surpassing the industry average [5] - The Jietu Traveler has achieved global cumulative sales of over 260,000 units, while the Jietu Free Traveler, launched in March 2025, sold 11,158 units in its first month, becoming the first Chinese box vehicle to exceed 10,000 monthly sales upon launch [5] Competitive Advantage - Jietu has established a unique travel ecosystem that integrates product and service offerings, focusing on four key dimensions: +Off-road, +Space, +Intelligence, and +Health [6] - The 2025 Jietu Mountain Sea T1 features an XWD fully automatic intelligent four-wheel drive system that can recognize road conditions and switch driving modes in 0.15 seconds, significantly lowering the barriers to off-road driving [6] Ecosystem Development - Jietu has built a global network covering over 1,100 travel products, the first official modification brand Jietu JMK, 176 camping sites across 121 cities, 332 partner rights, and 1,255 Jietu stations, creating a full-cycle service for users from car purchase to travel [8] Technological Innovations - The 2025 Jietu Mountain Sea T1 is a milestone in technology accessibility, featuring a 43.2 kWh battery with a pure electric range of 226 km, priced at 134,900 yuan, which is significantly lower than competitors [9][11] - The vehicle employs a rare P1+P3+P4 three-motor layout, ensuring stable four-wheel drive power even in low battery conditions, addressing common issues faced by traditional hybrid models [9][11] Global Ambitions - Jietu aims to position its box vehicles as symbols of global off-road culture, with over 1.7 million global users and a strong market presence in countries like Angola, Qatar, and Saudi Arabia [12] - The company's "Travel+" strategy is recognized for its forward-thinking approach, providing a new paradigm for the Chinese automotive industry [12]