Core Viewpoint - The article discusses the resurgence of retro aesthetics in consumer preferences for SUV models, particularly focusing on the "boxy" design trend in the automotive market [1][2]. Group 1: Market Trends - There is a noticeable shift in consumer aesthetics back to retro designs, particularly in the SUV segment [1]. - The demand for versatile vehicles that can navigate various terrains is increasing, reflecting a desire to explore the country's landscapes [2]. Group 2: Vehicle Pricing and Sales - The Haval Big Dog models have a strong market presence, with 95% of sales concentrated on gasoline versions, averaging over 15,000 units sold monthly [3]. - The Equation Leopard T3 has achieved stable monthly sales of around 10,000 units, indicating strong market acceptance [6]. - The Haval Tank 300 has seen a decline in sales from approximately 10,000 units to around 7,000 units monthly, yet it remains one of the most successful Chinese off-road vehicles [18]. Group 3: Competitive Analysis - The article highlights several key players in the boxy SUV market, including Haval, Equation Leopard, and Jietu, with a recommendation for consumers to consider these brands in the order mentioned [43]. - The Jietu Traveler and Jietu Mountain Sea T2 models are noted for their competitive pricing and product capabilities, although the latter has limited product strength [10][12]. - The Equation Leopard series, particularly the T3, is positioned as a unique electric option among boxy models, showcasing the brand's commitment to innovation [7].

Core Insights - The 2026 Beijing Off-road BJ30 Traveler was launched on September 27, 2023, positioned as a large space light off-road SUV priced between 99,900 to 136,900 CNY, with post-subsidy prices ranging from 83,900 to 118,900 CNY [2][3] - The vehicle features a unique hybrid architecture with a total power of 301 kW and torque of 685 Nm, achieving 0-100 km/h in 6.59 seconds and a low fuel consumption of 5.85 L [2][3] - BJ30 is a key model for Beijing Off-road's sales strategy, contributing significantly to the brand's overall sales, with a target of 500,000 units by 2027 [3][4] Product and Market Strategy - BJ30 Traveler is part of Beijing Off-road's strategy to penetrate the light off-road market, which is seen as having greater potential compared to traditional off-road vehicles [4] - The company is focusing on a three-dimensional product matrix to cover all off-road scenarios and is committed to hybrid technology [3][4] - The pricing strategy includes a downward adjustment, with the BJ30 Traveler priced lower than its predecessor, enhancing its competitiveness in the market [4] Sales Performance - In August, BJ30 sold 5,009 units, accounting for 37% of Beijing Off-road's total sales, while the BJ40 model maintained stable sales around 7,000 units [3][4] - The overall sales target for Beijing Off-road is part of the larger goal of the BAIC Group to achieve 3 million vehicle sales by 2027, with a focus on electric and hybrid vehicles [3][4] User Engagement and Marketing - Beijing Off-road is enhancing user engagement through initiatives like the "Yueye•China" user ecosystem and outdoor adventure activities [4] - The brand is also leveraging digital marketing strategies, including the launch of an official IP and a short film to connect with younger consumers [4]

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]