Introduction | Lead

With the rise of "Intelligent Driving Equality," "Luxury Equality," and other "equality concepts," the pursuit of parity has become an industry trend. Car manufacturers now feel compelled to integrate such values into their vehicles. Some see this as a "trend" that epitomizes the era of heightened internal competition. Fundamentally, it is a novel marketing strategy designed to bridge the gap between buyers and sellers, thereby stimulating consumption. When Beijing Off-Road launched the BJ40 Extended Range Version under the banner of "Off-Road Equality," it was evident that the segment of rugged SUVs was also seeking change.

Produced by | Heyan Yueche Studio

Written by | Yun Li

Edited by | He Zi

Total Words: 2472

Reading Time: 4 Minutes

BJ40 stands as a hallmark for Beijing Off-Road, renowned for its prowess in real-life off-roading and its screen presence. With impressive popularity and professional reputation, the BJ40 Extended Range Version introduced upgrades in new energy and intelligence at its recent launch event. Positioned as a "Super Extended Range Intelligent Driving Tough SUV," the new vehicle comes in standard and advanced configurations, with official guide prices ranging from 179,800 to 199,800 yuan (which can drop to as low as 154,800 yuan with national subsidies and trade-in incentives).

△BJ40 is a hallmark for Beijing Off-Road

How does Beijing Off-Road achieve "Off-Road Equality"?

The guide prices of the BJ40 Extended Range Version reflect a genuine commitment to making the vehicle accessible to a broader customer base, theoretically making it easier to achieve "Off-Road Equality." However, compared to the high-quality "equality" or the "equality" envisioned by Beijing Off-Road, merely playing with prices is insufficient.

According to Beijing Off-Road's intentional revelations, "Off-Road Equality" must encompass "outstanding off-road capabilities, even black technology." The event was held at the National Tennis Center, where the BJ40 Extended Range Version impressively climbed a 45° slope. The slope was marked with phrases like "BJ40 Extended Range Climbing 100%" and "First Climbing Ability Among Tough SUVs of the Same Level."

△The BJ40 Extended Range Version highlights off-road climbing ability

This static scene of "on-site climbing" had a powerful impact without words. Beijing Off-Road is not the first manufacturer to attempt creating a "mental steel stamp" in marketing, but it quickly adapted and played with new communication methods. These "tricks" became a portrayal of Beijing Off-Road as a traditional automaker actively embracing the trend of the times.

Setting up such a check-in point at the entrance had a multiplier effect. The BJ40 Extended Range Version's exceptional off-road climbing image among peers spoke for itself. In Beijing Off-Road's view, this was just the first step towards achieving "Off-Road Equality."

The BJ40 Extended Range Version, for instance, features an all-terrain intelligent electric ATS system with 11 driving modes. It also boasts what is claimed to be the only "three locks + intelligent electric full-time four-wheel drive" configuration in its class. The manufacturer claims that the intelligent electronically controlled central lock's response time is 30 times faster than that of a traditional mechanical central lock, which is crucial for the vehicle's daring challenge of a 100% slope (45°).

△Off-road configuration and safety performance are "treated equally"

Furthermore, Beijing Off-Road considers safety performance an integral part of off-road performance. The BJ40 Extended Range Version's safety features include structural and battery safety. Structural safety involves an embedded metal roll cage, nearly 80% hot-formed steel and high-strength steel (with a compressive strength of 130,000N), while battery safety encompasses a three-layer external protection system comprising Beijing Off-Road's exclusively designed Xuanwu armor, a 47mm underbody clearance, and a flexible off-road chassis, significantly enhancing the vehicle's passive safety compared to peers.

To achieve Off-Road Equality, Beijing Off-Road believes in "equal treatment" of off-road configurations and safety performance, which forms the foundation and bottom line for the BJ40 Extended Range Version to stabilize and promote itself.

Must tough SUVs take an unconventional approach?

Beijing Off-Road aims to make the BJ40 Extended Range Version the "King of Extended Range Tough SUVs," a bold statement at the launch event. The wording reveals Beijing Off-Road's flexibility, aligning with the new automotive era.

For many radical off-road enthusiasts, "tough SUVs" represent a "minority faction" even deviating from "daily life." However, times and technology are evolving. Beijing Off-Road chooses practical actions to justify the new-era "tough SUV."

△Must tough SUVs take an unconventional approach?

The BJ40 Extended Range Version's 40.3 kWh large battery offers a pure electric range of 152 km, while the 82L fuel tank enables a comprehensive range of 1,200 km under full fuel and battery conditions. It also carries an extender similar to Enjoy, achieving a 97.5% power generation efficiency. Theoretically, at 145 km/h, the power generation speed balances the power consumption speed. With a zero-to-hundred acceleration of 5.5 seconds, this tough SUV performs at the level of a performance car.

The extended range technology broadens the new vehicle's application scenarios, no longer confined to sandy areas and off-road venues. It seamlessly integrates into urban or intercity scenarios, including highways and expressways. On the surface, the BJ40 Extended Range Version is the result of Beijing Off-Road's technological upgrades. Essentially, it is Beijing Off-Road's attempt to transform, conform to market trends, and compromise with consumers to expand its demand base.

The BJ40 Extended Range Version has also achieved a significant leap in intelligence and comfort.

Equipped with the Super Intelligent Driving System 3.0, the vehicle integrates 12 ultrasonic radars, 5 millimeter-wave radars, and 5 cameras to provide services like active safety and all-around parking. As the only vehicle in its sub-category with a five-screen display, it also features zero-gravity seats similar to BBA, a 1.2-square-meter panoramic sunroof (the largest in its sub-category), a 965L trunk, a split rear tailgate, a drone roof kit, 10 charging ports throughout the vehicle, Harman Infinity audio, and an intelligent fresh air system, all contributing to an unprecedented transformation.

△Drone roof kit of the BJ40 Extended Range Version

The installation of intelligent and other functional applications is undoubtedly a plus for tough SUVs, likely having a substantial impact on expanding demand and increasing sales.

Can Beijing Off-Road ride the coattails of the "New Automobile" trend?

2025 is widely considered the "first year of accelerated intelligent driving," with significant capital inflow into the sector. "Intelligent Driving" has become the hottest IP in the automotive industry. Other sub-segments like MPVs, crossovers, and performance sedans have also shown strong momentum. In contrast, the off-road segment, particularly the tough SUV segment, has cooled down.

A few years ago, the Tank 300 sold over 10,000 units per month, with cars being hard to find. Currently, monthly sales hover around 3,000 to 4,000 units, while the highly anticipated Ford Bronco Sport barely exceeds 1,000 units per month. For Beijing Off-Road, sales of BJ30 and BJ40, which can form a scale, fluctuate, making it difficult to form stable sales support. On one hand, the potential customer base for tough SUVs is smaller compared to conventional automotive categories. On the other hand, "being acclaimed but not selling well" is the norm in this sub-market.

△11 driving modes of the BJ40 Extended Range Version

Breaking the deadlock and gaining popularity is imminent. With 67 years of experience, Beijing Off-Road relies on its tough SUV series for survival. Even if transformation is necessary, it should build on traditional advantages. Currently, integrating tough SUV products with intelligence and extended range power, riding the wave of new automobiles, and promoting the market for tough SUVs to connect with the mass consumer market may be the most effective measure to see results.

Comments

The advent of the BJ40 Extended Range Version has to some extent changed the image of tough SUVs. Although they are a niche market, they do not have to deviate from the mainstream by sacrificing comfort and intelligent configurations for off-road performance. Beijing Off-Road has defined "Off-Road Equality" with the BJ40 Extended Range Version, but some off-road enthusiasts may question the appeal of this somewhat "altered" tough SUV. Whether mass consumers will accept tough products distinct from urban SUVs has become a practical problem facing Beijing Off-Road.

(This article is originally created by Heyan Yueche and may not be republished without authorization)