BAIC Motor, known as the “Off-road House”, is the pioneer and leader in China’s off-road sector. And the brand of “Beijing” shared the same name with the Capital of China, was born from this more than 60-year-old carmaker. In April 2023, BAIC Motor initiated the brand resilience strategy surrounding three key user demands of “family, outdoor, enjoyment” and evolving all-roundly from “brand value, brand recognition, product layout and user experience”.

Brand mission: bringing the happiness and distant beauty within reach, satisfy the pragmatic family-oriented and quality-and-fashion-focused users.

Brand proposition: Family traveler, joy from heart. In the diversified era redefining the human-vehicle relationships, we can broaden the daily traveling of thousands of families, and create more enjoyments and inspirations for each family's traveling dream. Beijing brand, is just born for home travelers, helping you travel towards your dreamland with joys bursting from your heart.

Brand values: Family-like, carefree, enjoyment.

Family-like: the comfort and happiness like with family. Care family’s happiness with excellent product quality and safeguard the warmness of family with passionate service.

Carefree: Casual and free from any distraction. Advanced technologies and superior performance make you enjoy the driving as free as a bird.

Enjoyment: the more exploring, the more enjoyment. Abundant outdoor scenarios empower you much fun of outdoor adventure, diversified peripherals interacting with user are easy to unlock more new ways of playing.

Product: three categories - SUVs as key products, and sedans and off-road vehicles as supplement. Price is estimated to be among 100,000 to 300,000 yuan, covering major product portfolios of various class and with different power drives.