In the autumn charm of Beijing, amidst the hustle and bustle outside and the bamboo forest within a secluded multicultural art center, a special guest arrived – the all-new BJ40 City Hunter Edition. The unique design and shape complement the architecture itself, interpreting the cultural connotation of "not just trendy".
From Niche to Mass
The off-road vehicle market is embracing new demographics. Looking back in history, the story originated in the United States and was sparked by war. The square and rigid body lines, the strong and flared wheel arches, and the mechanical door hinges. The "tough guy" image remains the essence of most off-road vehicles to this day. In China, the off-road circle has always been a niche existence, regarded as an "advanced toy" for the wealthy.
Nowadays, with the passage of time and the upgrading of consumption, off-road vehicles have gradually come into the public eye and become synonymous with leisure and vacation. Along with the urbanization trend of hardcore off-road vehicles, the boundary between off-road and urban areas is gradually blurring. At the same time, the power of the Internet has also accelerated the "breakthrough" of off-road vehicles. On various short-video platforms, there are more and more videos related to off-road vehicles, which not only showcase speed and passion but also receive more likes and shares. "Off-road" has become a new consumer demand. Subsequently, more and more young people are beginning to pay attention to and join the off-road "team". Among them, there are those who have an off-road dream but have limited experience, there are also urban hunters who are attracted by the tough looks but mostly drive on paved roads, and there are trendy and cool women who love to show off. If we have to give them a name, they can be called "trendy off-road equipment enthusiasts who stand out but are not alone".
Deep Roots Ensure Stability, Luxuriant Branches Bring Prosperity
If off-road enthusiasts and lovers are the roots of the BJ40, then the "trendy off-road equipment enthusiasts who stand out but are not alone" are the new branches and leaves of the all-new BJ40.
From Wild to Trendy
The birth of a vehicle is like a person completing a round of life growth in countless encounters. During this process, every serious gaze and every dedicated effort will be imprinted in the vehicle and become its "experience". When it comes to the "experience" of Beijing Off-road, it is even more profound.
It originated from the "Beijing" brand 212 off-road vehicle, born in the 1960s. It not only filled the research and development gap of light off-road vehicles in New China but also became one of the automotive products with the longest life cycle in the history of China’s automotive industry. More than half a century later, the all-new BJ40 City Hunter Edition is the latest product series created by Beijing Off-road, positioned as a "family-level all-terrain off-road SUV". Beijing Auto believes that off-roading is a lifestyle, and more importantly, it is the exploration of unknown areas and the pursuit and yearning for freedom. essentially, the all-new BJ40 is a "trendy off-road masterpiece".
This trendiness is not only reflected in the appearance but also in the description of its "vehicle personality": the attitude of daring to ride the tide and the technology of leading the trend. The all-new BJ40 continues the inherited "emotional hardcore" design language of Beijing Auto in its exterior styling and significantly increases technological and comfort attributes, making the off-road experience more extreme. The integrated "five-square hole" family feature has extremely high unique recognition. The surrounding grille lights and two-color wheel arch lights take into account both dynamic driving and static