经典硬派越野车型焕新上市，致敬中国越野60年 人民越野，BJ40燃油来了。2025年7月19日，全新一代专业越野标杆北京越野BJ40燃油全球直播上市，在河北张 家口怀安县天地梁越野基地举行。新车定位"全场景专业越野SUV"，具备14项同级第一或唯一，共3款车型，官方 指导售价14.99-15.99万元，以"专业越野、安全标杆、极致节能、精致舒适"四大产品力属性，再次推高中国硬派 越野产品性能天花板。 2025年，北汽股份以北京越野为战略锚点，聚焦自主业务、聚焦越野品类，全力实现产品突破、市场突破。BJ40 燃油的全新上市，是北汽股份加码硬派越野市场产品布局的最新行动，进一步卡位硬派越野SUV极致性能赛道。 "别人的极限，只是我们的起点。"在中国越野SUV发展史上，如果有一款车可以以此自豪，非硬派越野SUV BJ40 莫属。 北汽集团董事长张建勇在现场致辞中介绍："时光催人奋进。北京越野历经60年风雨蜕变，从来没有懈怠过。从人 民中来，到人民中去，源自人民，服务人民，是北汽越野持续创新进取的原点。北汽集团将一如既往全力支持北 京越野为人民造越野车，将北京越野打造成为北汽集团'三年跃升行动'的关键引擎。" 张建勇 ...

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]