beijing
On October 27 (local time), the 212 Off-Road Vehicle held its Global Brand Strategy Launch in Dubai, the United Arab Emirates, officially unveiling its product roadmap and localized ecosystem strategy to audiences across the Middle East and beyond. The event also showcased the brand's core ideas for global development.
At the launch, the 212 brand unveiled its advanced core technology platforms—WY (Off-Road Platform) and WB (Multi-Scenario Versatile Platform)—along with its full product lineup. The company announced plans to leverage these dual platforms to build a diversified ecosystem covering both conventional and new energy powertrains.
Lu Yunran, CEO of 212 Off-Road Vehicle, introduces the brand's culture.
[Photo via 212 Off-Road Vehicle]
According to the company, future models will include three-door versions, multi-functional pickups, SUVs, and rugged off-road vehicles—covering a full spectrum of scenarios—from high performance to versatility and everyday commuting. Backed by globally oriented technology platforms and a refined product portfolio, 212 aims to meet the diverse needs of users across different regions.
Launch event in Dubai.
[Photo via 212 Off-Road Vehicle]
The story of the 212 dates back to 1965, when the first vehicle rolled off the production line—marking the birth of China's first domestically developed off-road vehicle. It became a symbol of an era and the earliest image of a "off-roader" for generations of Chinese people.
In 2024, the 212 brand, along with its new-generation 212 T01, was officially launched in China, marking the beginning of its global expansion. With a multidimensional brand image and a focus on reliability and innovation, 212 is developing a borderless and personalized and innovative business model that showcases the global competitiveness of Chinese off-road brands.
Currently, the 212 brand's overseas network spans more than 70 countries and regions, with its market footprint continuing to expand. The brand is investing heavily in key regions including the Middle East, Europe, South America, Southeast Asia, Central Asia, and Africa—regions with a strong appetite for off-road vehicles.
Jia Haifeng, Executive Deputy General Manager of WEIQIAO SMART AUTO INTERNATIONAL CO.. LTD, introduces localization plans.
[Photo via 212 Off-Road Vehicle]
The Middle East, with its vast deserts and deep-rooted off-roading culture, presents huge market potential. By 2030, annual off-road vehicle sales in the region are expected to reach 400,000 units. To tackle the "regional adaptation challenge" amid its global expansion, the company is advancing localization efforts in parallel with its internationalization strategy.
According to Mr.Jia Haifeng, 212 will build a localized model in the Middle East featuring a "local team + full-chain institutions + regional manufacturing + efficient logistics + closed-loop demand" framework. This approach will offer end-to-end support—from operations to after-sales service—ensuring sustainable, mutually beneficial partnerships with dealers.
In global markets, the 212 brand plans to launch customized versions and localized and efficient service systems tailored to different regions. Building on its domestic experience, the company aims to engage more deeply with local off-road communities and foster cross-cultural exchanges between Chinese and global off-road cultures. “Off-roading itself is a common language of international communication — at its core, it’s the most primitive dialogue between humans and nature. We hope users around the world can drive this classic Chinese off-road vehicle to explore every corner of world.” said Lu Yunran, CEO of 212 Off-Road Vehicle. "In the future, 212, together with our partners, will adhere to the principle of long-termism. With innovation as our power, sincerity as our foundation, and perseverance as our path, we will jointly forge the road ahead. Embrace the World, Connect with Adventures. "
(By Zhang Li)
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