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"we have our own understanding of off-road scenarios and off-road needs, and the answers we give are different from others. we need to speed up product iteration and respond to user needs." as a domestic off-road family brand, baic off-road has always been deeply involved in providing high-end products for global users. a hard-core off-road model with product strength and cost-effectiveness. "the next-generation product planning fully considers the trends of intelligence and electrification, iterates products based on china's industrial environment, and improves competitiveness to meet user needs."

facing the current wave of new energy in the automotive industry, song wei, president of baic motor, recently introduced in detail baic off-road's efforts in new energy transformation and off-road family brand building at baic motor's "call of duty in west xinjiang and vietnam" media communication conference. conducted in-depth communication with media such as "qi la ba tan".

2024 is the year of baic off-road's new energy transformation. from the newly launched bj30 in the first half of the year to the bj40 magic core electric drive version unveiled at the chengdu auto show and the bj60 thunder that has just been launched, baic off-road's bj series hardcore off-road family has basically completed a comprehensive "electric" evolution. the next step will be to further build the baic off-road ecosystem through the "call of duty" series of ip activities, polish its own off-road family brand, and continue to delve into the field of new energy technology by forming a scale with scale effects. through electrification to empower the "new" off-road route, we will create "more powerful, more valuable, and safer" hard-core off-road products for users.

enter the new energy off-road track with hybrid power

unlike many independent brands, baic off-road has chosen hybrid technology as a breakthrough point to transition to new energy tracks. in fact, this is consistent with the brand and characteristics of its hard-core off-road family. from the application of the super hybrid electric drive of the bj30 magic core to the extended-range hybrid technology of the bj60 thunder, baic motor believes that hybrid technology in electrified products is complex and difficult to coordinate between the engine, electric drive and control. fortunately, baic motor has always had solid technology accumulation in the traditional engine field. at the same time, baic motor believes that the resources invested in hybrid technology at this stage can be reused in other non-off-road and off-road pure electric models, so the cost utilization rate of investment is better. high, which not only reduces r&d costs but is also more in line with baic motor's future development.

at the same time, another main reason for betting on hybrid technology is that hybrid technology is more suitable for use scenarios of hard-core off-road vehicles. today's hard-core off-road models must not only take users to experience poetry and distant places, but also take into account family use. therefore, for urban commuting that is fuel-efficient and long-distance travel without anxiety, hybrid technology undoubtedly has advantages. in the original words of mr. peng gang during the communication meeting: "compared with byd's off-road electrification route seen on the market, baic off-road summarized it in seven words: "more powerful, more valuable, and safer". this is also it reflects baic off-road’s pursuit of a balance between quality and scale and its use of technological advantages to enhance product competitiveness.”

judging from the specific models, the bj30, which was launched in the first half of this year, has sold more than 20,000 units in the past three months, and the sales of the magic core hybrid model accounted for more than 70%. this undoubtedly announced the success of its magic core electric drive hybrid technology. recognized by consumers. in particular, it is equipped with the magic core 1.5t electric drive exclusive engine, which enables it to have power comparable to 3.0t while fuel consumption is as low as 6.45l per 100 kilometers, truly realizing "eat less, run further". as for the recently launched bj60 thunder, it is the masterpiece of baic off-road on the hybrid road. equipped with the magic core electric drive 3×3 super drive solution, it brings users an advanced off-road experience of “three less thunders, one more tai chi”. with a pure electric range of 152km, a comprehensive range of 1200km+, a 3-ton weight, it can reach 100km/h in 5.8 seconds, and a comprehensive fuel consumption of only 1.3l/100km. the above parameters undoubtedly do not demonstrate the powerful hybrid capabilities of the bj60 thunder.

as a leader in the off-road field, baic off-road launched the new bj40, bj30, bj60 thunder and other models this year, pushing off-road performance to new heights. the majority of users have expressed their love for these "square boxes" with practical actions. from january to august this year, the sales of bj series models increased by 185.7% year-on-year, achieving nearly twice the growth rate. entering the fourth quarter, with the continued development of new mohe electric drive products and the mass production and delivery of the bj60 thunder, i believe baic off-road can achieve greater progress in sales.

improve quality control and polish the off-road family’s signature

although baic off-road has embarked on the fast lane of new energy transformation in 2024, and a number of monu electric-driven hybrid models have also made progress, it still faces huge brand challenges.

although baic off-road has always been one of the core brands of its own hard-core off-road vehicles, baic off-road has made some mistakes in many old models in the past few years, such as quality control problems caused by the hasty launch of the old bj60 and old bj40 models. crisis, and the recent failure to deliver the new bj30 model on schedule due to production capacity issues. various problems have affected baic's off-road reputation and image, and baic urgently needs to take action to correct and improve it.

in fact, baic president song wei also gave a positive reply to the previous quality control problems of old models and the shortcomings of insufficient production capacity. he said: "learning lessons were learned when the bj60 thunder was put on the market. the chassis and engine were redone and tested repeatedly. after internal users tried it, they summarized it before putting it on the market." he believes that the quality control issues of the new model will be properly resolved. as for the bj30 production capacity issue, baic off-road's leadership also attaches great importance to it. currently, it has organized more productivity to accelerate production, striving to allow users to mention their favorite cars faster.

in terms of marketing, baic off-road's main focus this year is on customer satisfaction projects. the focus is on after-sales, and it is related to the rebate policy, hoping that users can experience more complete services. at the same time, baic off-road also requires the marketing team to conduct two live broadcasts per month through new media channels such as brand live broadcast rooms, trying to interact directly with customers, listen to their voices, and establish close connections to enhance customers' favorability towards baic motor.

in the future, baic off-road will not only build good cars, but also work hard on its brand image. in the words of president peng gang: "last year at the shanghai auto show, the brand refresh plan was released to "start from home and be happy with your heart" to expand the connotation of off-road. in the past, it focused on off-road for professional groups, now we want to make cars more universal, and off-roading is the core and cannot be lost. we must polish the golden signature of the off-road family." through activities such as "call of duty" and "38 degrees upward life", we will convey corporate culture and values ​​and attract cross-border experts. and customer participation, respond to the changes of the times, and do a good job in brand communication and shaping for the post-90s and post-00s generations, so that the hard-core off-road spirit of baic off-road will be noticed by more users.