On June 6, 2024, the symbol of Chinese off-road vehicles, "212", ushered in another milestone moment in its development history - completing the magnificent transformation from a model to a brand.

Born in Beijing Automobile Manufacturing Factory in the 1960s, the 212 model has been deeply involved in the construction of the country, accompanied by the national life along the way, and become the memory of several generations. Now, after years of continuous technical upgrading and product improvement, the 212, with its new posture and unique brand culture, solemnly met with off-road enthusiasts and sympathizers at the Yanqi Lake International Convention and Exhibition Center in Beijing!

Fu Yuwu, Honorary Chairman of China Society of Automobile Engineers, Liu Ying, Deputy Secretary General and Mayor of Laixi City, Zhang Qian, Deputy Secretary General and Mayor of Binzhou City, Guo Hui, Member of Standing Committee of Binzhou People’s Congress and Vice Mayor of Binzhou City, Zhang Bo, Chairman of Weiqiao Pioneering Group and other representatives from automobile industry and press attended the launch meeting. At the conference site, Lu Yunran, General Manager of 212 Off-Road Vehicle Co., Ltd. announced that "212" was officially upgraded from a single model to a brand, and released the first new model.

At the conference, explorer He Xudong and famous director Lu Chuan shared their own or their team's legendary story with 212 on the spot.

In the new car unveiling session, Lu Yunran released the 212 brand logo and TVC, and made a presentation on product planning and brand strategy.