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"Involution" is the most fitting word to summarize the entire automotive market in recent years. It is precisely due to the intense competition that it tests the comprehensive strength of automobile enterprises even more. According to incomplete statistics, in the first half of 2026 alone, there were more than 600 new models launched. How fierce the competition is can be imagined. Models that can carve out a path in such fierce competition must have their own exceptional qualities, and there must also be secrets behind the success of the enterprises. In June, the 100,000-level Box-style market suddenly changed. According to data from the Beijing Off-Road Data Center, BJ30 achieved 8,609 units in sales and successfully surpassed Haval Dog to become the sales champion of the 100,000-level Box-style market. Not just light off-road, even in the professional off-road field, BJ40 has achieved continuous hot sales of a hero product, once surpassing Tank 300. With a cumulative sales of 28,248 over half a year, it became the sales leader in the hard-core off-road market in the first half of 2026, and also the market with the first growth rate. Everything seems like luck, but there is inevitability behind it. So what is the inevitability behind the BJ30 Traveler topping and BJ40 hot sales? Actually, this reflects Beijing Off-Road's adherence to long-termism, insight into user needs, and polishing of product strength.
When talking about domestic off-road vehicles, what is the most classic model that appears in your mind? No matter how many answers, Beijing Off-Road is a brand that cannot be avoided. The brand history of Beijing Off-Road dates back to 1958. In June, Beijing Off-Road developed the first car in Beijing, the "Jinggangshan" Sedan. Zhang Fengshi, a leader of the Automotive Bureau of the First Ministry of Machine Building, immediately renamed it Beijing Automotive Works, and Zhu De personally wrote the factory name and car name. In January 1961, Beijing Automotive Works was approved by the state to begin organizing the production of light off-road vehicles, thus opening the legendary path.
Without the accumulation of small steps, one cannot reach a thousand li. Beijing Off-Road has nearly 70 years of brand history and professional accumulation so far. It can be said that in the off-road field, Beijing Off-Road is a true "veteran". This status is reflected in technology, quality, reliability and many other aspects. To this day, the new energy and electrification wave has arrived. BJ30 Traveler and BJ40 are excellent works refined and polished by Beijing Off-Road adhering to long-termism.
Precise Product Positioning, Profound Needs InsightLong-termism not only helped Beijing Off-Road achieve technical accumulation, but also made Beijing Off-Road more experienced in insight into user needs.
What may surprise many people is that BJ30 Traveler is not only good in new car sales, but also has a very high resale value. According to the "June 2026 China Car Resale Value Research Report" by the China Automobile Circulation Association, in the resale value ranking list of domestic compact SUVs in the 100,000-150,000 range, BJ30 Traveler ranked first with a 69.5% resale value. The report pointed out that the reason for its high resale value lies in its light off-road product positioning, rugged design language, and multi-scenario adaptability covering urban commuting and outdoor travel.
We can not find it difficult to carefully analyze the description of BJ30 Traveler in the report. Despite fierce competition in same-class models and diverse user needs, Beijing Off-Road can always precisely grasp the demand points. It relies on market experience accumulated over many years.
BJ30 Traveler adopts a classic Box-style appearance, the overall design is rugged. It continues the classic造型 of the brand but uses more modern lighting design to emphasize technological sense. The front face uses a semi-closed grille, the light group adopts an integrated design, the original classic five-hole grille element is retained to a certain extent, and technological sense is strengthened through multi-segment ring through-type light strips distributed up and down. Both sides are retro round headlights, the characteristic "Beijing" Chinese characters identifier on the hood highlights the identity, and the front and rear same-color sport bumper is quite sharp. The side is traditional and square, the line design is rugged, the A, B, and D columns use smoked treatment, and the contrast color body effectively enriches the visual level. The rear line is sharp and rugged, the upper part is a large piece of black with simple and atmospheric vertical taillights. This造型 that retains classic elements and has a modern feel is indeed a unique design only "veterans" have.
In addition to the unique design, in terms of configuration, BJ30 Traveler grasps the essence of consumers "wanting it all". BJ30 Traveler is equipped with a hybrid dedicated engine, paired with front and rear dual motors, and has six working modes. Moreover, it comes with Energy Center Lock + 4-Wheel Electronic Slip Limitation + AI Smart Super Electronic Control System, which can precisely control wheel end torque. The ATS Intelligent All-Terrain Control System also brings seven off-road terrain modes, which can easily handle various road conditions such as snow, mud, sand, and water crossing.
In terms of home usage scenarios, the length, width, and height of BJ30 Traveler are 4730*1910*1790mm, and the wheelbase is 2820mm. The square造型 leaves huge space for it. The car has a maximum 1496-liter trunk, and there are 38 storage spaces in the whole car. After the rear row is folded down, it can also form a large bed room up to 1.92 meters long. In addition, the car provides a 1.05㎡ panoramic sunroof, equipped with a 15.6-inch central control screen and 10 speakers, and sets a 220V power interface, with comfort configurations such as ventilated and heated seats, heated steering wheel, etc. Whether it is daily home use in the city or travel camping, it can easily cope.
Most importantly, for consumers of 100,000-150,000 SUVs, fuel economy must be a hard indicator. After all, in the past, when talking about hard-core off-road vehicles, fuel consumption was a major pain point. BJ30 Traveler uses HEV hybrid, which does even better in fuel consumption. Its two-drive version combined fuel consumption is 5.85L/100km, and one tank of fuel can run 1000km. This June, auto bloggers from five countries, South Africa, Indonesia, UAE, Poland, and Mexico, actually tested the fuel consumption of domestic SUVs. BJ30 Traveler ran a result of not exceeding 5 liters per 100km in every country.
From this point of view, BJ30 Traveler has not only a large space for home use in the city, but also the ability to go on rough roads, and it has a certain degree of comfort and excellent fuel economy, meeting the expectations of many consumers for light off-road models.
Of course, product power is the foundation of whether a vehicle can be popular, but what really makes consumers pay for it is the pricing. Obviously, the pricing of BJ30 Traveler (Guide Price: 99,900-139,900) and BJ40 Extended Range Version (Guide Price: 179,800-204,800) is successful. Among the 100,000-level domestic brand compact SUVs, BJ30 Traveler is one of the few to adopt HEV hybrid, with smart electric 4WD, Energy Center Lock and ATS All-Terrain Control, and a wheelbase exceeding 2.8 meters Box-style model. And BJ40 Extended Range Version relies on standard equipment such as smart 4WD, 49.4kWh battery, non-unibody body and three locks to provide more professional hard-core off-road models in the 150,000 level.
The pricing of the two models combined with product strength has successfully gained enough market acceptance in both light off-road and professional off-road fields. BJ30 Traveler reached the top of the 100,000-level Box-style market in less than 2 years and became the model that reached 150,000 units of sales fastest in China light off-road SUVs.
BJ40 Extended Range Version orders surpassed 7,000 units 24 hours after launch, and in June it even took the number one spot on the extended range off-road vehicle sales list, and has become one of the benchmarks in the 150,000-level professional hard-core off-road vehicle market.
Long-termism is also reflected in Beijing Off-Road's control of product quality. Beijing Off-Road once jointly with CCTV Finance carried out a live stream disassembly of a BJ30 Traveler driven for 150,000 km. The disassembly result showed that even after being driven for 150,000 km, the turbocharger of the engine was still clean without carbon buildup, the housing of the transmission remained intact without oil leaks, the battery pack had no bulging, fluid leakage, deterioration or attenuation, and the chassis flatness was very close to the new car.
This benefits from two points: One is the HEV power form adopted by BJ30 Traveler, which has mature technology and strong stability. At the same time, unlike PHEV models, it does not need a large battery pack, which will not affect the chassis layout, nor does it have scraping risk. Second, Beijing Off-Road has rich car-making experience. It has a history of producing military vehicles for many years and four consecutive championships in the Huan Ta Rally. This has also created Beijing Off-Road's demanding attitude towards product stability. In addition, all models of Beijing Off-Road provide a Lifetime Warranty Policy for First Owners, which also indirectly verifies the manufacturer's confidence in the quality of their own products.
Whether an enterprise can survive for a long time, in addition to looking at products, it also depends on user service and cultural ecosystem. As the big brother of domestic off-road vehicles, the contribution of Beijing Off-Road to the domestic off-road culture is undeniable. The manufacturer also released the "Enjoy Off-road 5+" user ecosystem system, covering five dimensions: Bases, Clubs, Events, Services, and Modifications. It owns 366 clubs and has established three free theme off-road bases for car owners to play for free. It is precisely the construction of such long-term ecosystem systems that allows Beijing Off-Road to communicate deeply with users, narrow the distance with users, and feed back to the product dimension.
Summary: The current automotive market has frequent new car releases. Some foreign automobile enterprise executives even complained that domestic automobile enterprises are not making cars, but making "Fast-Moving Consumer Goods". The flashiness of the car market makes long-termism precious. From the hot sales of BJ30 Traveler and BJ40, we can see that Beijing Off-Road is not limited to winning by quantity, but has the patience to polish products, seize opportunities to win all at once. This is the skill that long-termism is best at and the fundamental methodology for the brand to grow upwards sustainably.
