Chinese off-road vehicle manufacturer 212 unveils its Go Global strategy

Chinese off-road vehicle manufacturer 212 has taken a significant step forward in its internationalisation with the 212 Off-Road Go Global event, Embrace the World, Connect with Adventures, in Dubai, UAE. Ou Boqian, Consul General of the People’s Republic of China in Dubai, along with members of Middle Eastern royal families and business leaders, attended the event. The gathering also brought together key Middle Eastern guests, representatives of automotive industry from China, distributor partners, consumer representatives and media, marking the brand's first presentation of its product road map and localised ecosystem strategy to the Middle Eastern and international markets, while outlining the core philosophy behind its globalisation.

"In the future, 212, together with our partners, will adhere to the principle of long-termism,” said Lu Yunran, CEO of 212 Off-Road. “With innovation as our power, sincerity as our foundation, and perseverance as our path, we will jointly forge ahead. We hope users around the world can drive this classic Chinese off-road vehicle to explore every corner of the world."

Zheng Kai, Founder of Legend Holding Group, added, “We firmly believe that the combination of 212’s exceptional product strength and our extensive local experience will drive remarkable success in the Middle East.”

Legend Motors, part of Legend Holding Group, and the exclusive distributor of the 212 brand in the UAE, presented its comprehensive rollout plan for the brand across the Middle East at the event. The flagship showroom in Dubai is set to open this month, with the first fleet of display and test-drive vehicles already in place.

Honouring tradition, reviving the spirit of off-road adventure

Introduced in 1965, the 212 is China’s first independently developed light off-road vehicle and a symbol of resilience across generations. From border patrols to desert expeditions, 212’s iconic boxy design and robust engine have long represented the nation’s spirit of perseverance.

After six decades, the all-new 212 T01 continues the legendary One Arch, Two Circles, Three Horizontals, Four Verticals design philosophy, reimagined with superior performance and a global outlook. More than a vehicle, it is a companion of its time, embodying the strength, courage and pioneering spirit of the East as it ventures across every frontier of the world.

Where heritage meets high performance

At the global launch event, 212 showcased its complete line-up of rugged vehicles, each engineered to deliver pure mechanical strength and unmatched off-road capability. Built with a focus on durability, power and control, 212 represents a true return to the essence of off-road driving where reliability and performance come before anything else.

At the event, 212 also unveiled its leading core technology platforms, the WY (Off-Road Platform), the WB (Multi-Scenario Versatile Platform), and its full product matrix. Leveraging the strengths of these dual platforms, 212 will build a comprehensive powertrain ecosystem, launching multiple products encompassing both traditional and new energy powertrains. The vehicle plan will gradually include various models such as three-door versions, multi-function pickups, SUVs, and hardcore off-road vehicles. This strategy establishes a product and technology system tailored for all scenarios: performance, versatility, and commuting. Through these two core technology platforms with global characteristics and the progressively refined product matrix, 212 will fully meet the diverse needs of users across different regions worldwide.

Legend Motors, as the exclusive distributor of the 212 brand in the UAE, brings this off-road spirit of toughness and adventure to the Middle East, offering vehicles that reflect the region’s passion for toughness and adventure. This philosophy forms the foundation of Legend Motors’ approach to delivering vehicles built on three enduring principles: performance, durability, and everyday usability. Legend Motors ensures that every 212 vehicle not only meets but exceeds the expectations of off-road enthusiasts and everyday adventurers across the region.

Strengthening service systems, delivering market promises

Globalisation is, metaphorically, a process of localisation to the core. It's building a complete ecosystem that extends from R&D and manufacturing to the brand culture itself, going far beyond a simplistic trade approach. To this end, 212 has adopted Ecological Rooting as the core objective of its global strategy, aiming to create a borderless, personalised, and innovative operational model.

To safeguard customer satisfaction, 212 will cooperate with Legend Holding Group to establish a comprehensive after-sales service network. This includes setting up a regional parts centre for efficient supply, forming a dedicated local service team to offer full sales and after-sales support, and introducing warranty and financing programmes tailored to the needs of Middle Eastern customers.

“We will continue to invest in resources, enhance our service network, and strive to make 212 the most trusted off-road brand among Middle Eastern consumers,” said Kai.

These initiatives reflect 212 and Legend Holding Group’s long-term commitment to the region and its dedication to delivering a premium, worry-free ownership experience.

Reshaping the service and value framework of off-road brands

In China, 212 has already cultivated a vast and dedicated community of professional off-road enthusiasts. Through diverse activities, the brand explores varied lifestyles alongside its users. This domestic success now informs its global strategy. In overseas markets, 212 is committed to deep localisation. This means offering region-specific vehicle versions and building efficient, localised service systems. By listening and integrating directly into local off-road communities, 212 will act as a bridge for cultural exchange.

Beyond working with partners in various overseas markets to create product and service systems adapted to local cultures and providing full-chain premium services for local consumers, 212 will also forge deep connections with users through emotional resonance. Grounded in the needs of global users and focusing on multiple dimensions such as empowering user activities, guaranteeing vehicle usage, and co-creating off-road culture, 212 will advance from being a product-consumption brand to a user-driven brand.