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].

Core Viewpoint - The article discusses the recent controversy surrounding the 212 off-road vehicle, which was mistakenly associated with the BAIC Group, highlighting the need for clarity regarding brand ownership and safety concerns in the off-road vehicle market [4][5][8]. Group 1: Incident Overview - A video of a 212 off-road vehicle flipping during a climbing competition went viral, leading to public scrutiny over vehicle safety and quality [4]. - The incident occurred on October 1 during a climbing event in China, with many mistakenly attributing the vehicle to BAIC Group due to its prominent "212" branding [4][5]. Group 2: BAIC Group's Response - In response to the growing public outcry, BAIC Group issued a statement clarifying that the involved vehicle was produced by Beijing Automotive Manufacturing Factory, which is not affiliated with BAIC Group [5][9]. - The statement emphasized that the vehicle is part of a new model set to launch in 2024 and that BAIC Group retains no ownership or rights over it [5][9]. Group 3: Historical Context of the 212 Vehicle - The 212 vehicle, originally developed in 1966 for military purposes, has a storied history but is no longer connected to BAIC Group since the latter divested its stake in 2015 [8]. - Despite the legal separation, BAIC Group allowed the continued use of its trademarks by the manufacturing company, leading to brand confusion [8]. Group 4: Market Dynamics and Safety Concerns - The off-road vehicle market in China is experiencing rapid growth, with a projected market size exceeding 2 trillion yuan and a 70% year-on-year increase in sales, reaching 940,000 units in 2024 [14]. - However, the rise in popularity has been accompanied by safety risks, as highlighted by the recent incident and previous accidents, raising concerns about the safety of off-road activities [14]. Group 5: Background of the Manufacturing Company - The Beijing Automotive Manufacturing Factory is now owned by Shandong Weiqiao New Energy Technology Group, which has been diversifying into the automotive sector after facing challenges in its traditional textile and aluminum businesses [15][18]. - The company has made significant investments in the new energy vehicle sector and aims to establish a strong presence in the automotive market, but faces competition from established players [20][22]. Group 6: Sales Performance of the 212 Model - The newly launched 212 T01 model has seen disappointing sales, with only 8,207 units sold in the first half of 2025, significantly trailing behind competitors like the Tank 300, which sold 27,000 units [20][22]. - The model's performance in the broader SUV market is also underwhelming, ranking 136th in sales during the same period, indicating challenges in gaining market traction [20][22].

Group 1 - The article discusses a viral incident involving a 212 off-road vehicle that flipped during a climbing competition, leading to public scrutiny regarding the vehicle's safety and its association with BAIC Group [1][2] - The 212 vehicle, originally developed for military purposes in 1966, has a complex history that is now disconnected from BAIC Group, which divested its stake in the manufacturing entity in 2015 [4][8] - Despite the legal separation, BAIC Group allowed the continued use of its trademarks by the manufacturer, leading to confusion in the market and public perception [4][8] Group 2 - The off-road vehicle market in China is experiencing significant growth, with a projected sales increase of 70% in 2024, reaching 940,000 units, driven by a burgeoning off-road culture and rising consumer demand [10] - The 212 vehicle's recent safety incident is not isolated, as there have been multiple accidents in the off-road segment, raising concerns about safety in this high-risk activity [11][12] - The actual controlling entity of the 212 vehicle, Shandong Weiqiao New Energy Technology Group, is part of a larger conglomerate known for its aluminum production, which has faced challenges in its traditional textile and aluminum businesses [14][18][20] Group 3 - The 212 T01 model, launched in 2024, has struggled in the market, with sales of 8,207 units in the first half of 2025, significantly lagging behind competitors like Tank 300, which sold 27,373 units in the same period [24][27] - The competitive landscape for off-road vehicles is intense, with established players like Great Wall Motors and BJ40 dominating the market, making it challenging for new entrants like Weiqiao [28]

Core Viewpoint - The 212 off-road vehicle brand is evolving from extreme exploration to taking on responsibilities for civilization and ecological protection, reflecting a new connotation of contemporary off-road culture [1][2]. Group 1: Brand Transformation - The transformation of the 212 brand is evident in its recent activities, including participation in extreme racing events like the Dakar Rally and the Mille Miglia 2025, showcasing its off-road genes [2]. - The brand has expanded its application scenarios to include cultural and ecological protection, such as donating 8 units of the 212 T01 for the protection of the Niya ruins and ecological patrols in the Dariyabuyi village [2]. Group 2: Ecological and Cultural Responsibility - The donation of vehicles to the International Wild Bactrian Camel Research Center in the Ananba Protection Area demonstrates the brand's commitment to wildlife protection and scientific research [5]. - The 212 T01 has undergone 366 reliability tests and has been driven over one million kilometers, proving its performance in complex terrains, which is crucial for ecological monitoring in remote areas [5]. Group 3: Sustainable Development Model - The brand is forming a sustainable development model that relies on its products and involves multiple stakeholders, including government agencies and research institutions [6]. - The shift from "exploring nature" to "guarding coexistence" aligns with societal expectations for sustainable development and cultural heritage protection, enriching the brand's spiritual legacy [6]. Group 4: Manufacturing Value Awakening - The practices of the 212 brand reveal a value awakening in Chinese manufacturing, emphasizing that true "hardcore" spirit lies in respecting life through technology rather than merely conquering nature [6]. - The evolution of off-road vehicles from competitive tools to ecological protectors signifies a leap from an efficiency revolution to a responsibility revolution in Chinese manufacturing [6].

Group 1 - The event "2025 Automotive Technology Lecture Series: Hardcore Off-Road Tour" was held at Shandong University of Technology, focusing on "Dynamic Modeling and Engine Calibration" with participation from students, engineers, and experts [1] - The 212 T01, a full-terrain hardcore off-road vehicle, features up to 10 driving modes, including 7 professional off-road modes, powered by a 2.0T gasoline engine with a rated power of 185 kW and a maximum torque of 410 N·m [4] - The importance of engine calibration and tuning is emphasized to ensure optimal performance under various conditions, with extensive testing conducted in extreme environments [6][8] Group 2 - The driving experience is influenced by engine performance, but not directly proportional to engine specifications; different vehicle types require tailored calibration based on driving scenarios [3] - The engine control unit (ECU) is crucial for managing engine parameters, and understanding internal combustion engine principles is essential for effective tuning [7] - Engine calibration experiments are vital for optimizing performance, focusing on power output and fuel efficiency, particularly in applications like formula racing [8]