Gasgoo Munich- On September 20, the 2026 International Forum(Teda) on Chinese Automotive Industry Development hosted a session titled "Moving Up: User-Defined Premium — The Spiritual Shaping of Brand Premiumization and User Resonance." Liu Jia, director of the M product line and product planning at M-Hero Automotive Technology, delivered a keynote address.
He argued that the essence of premiumization isn't simply charging higher prices, but establishing an irreplaceable identity in the minds of consumers. As emotional value plays a larger role in purchasing decisions, off-roading is shifting from a niche hobby to a mass lifestyle, opening up a trillion-yuan market opportunity for the industry.
Image source: 2026 TEDA Forum
Liu Jia noted that emotional value now carries more weight in consumer decisions, driving several-fold growth in the hardcore and light off-road segments. To tackle the industry's "Impossible Triangle" — balancing off-road capability, luxury comfort, and intelligence — M-Hero's M817 has partnered with Huawei Qiankun. By deeply integrating perception, interaction, and control layers, and leveraging four key foundations including the Rock Chassis and Extreme Power, the company aims to resolve this persistent industry pain point.
Drawing on 57 years of military heritage, M-Hero has built technological foundations like the MORA architecture while expanding its X product line with the X700 to reach a broader audience. The company defines smart off-roading through three "Mores": "More Off-Road," where AI lowers the barrier to entry; "More Exploration," expanding the boundaries of travel; and "More Enjoyment," transforming off-roading into a comfortable experience.
Amid the current confusion over industry concepts, M-Hero has teamed up with Huawei Qiankun and CATARC to establish a joint laboratory. Additionally, the group standard "Classification of Intelligent Off-Road Driving for Passenger Vehicles" has completed its draft for approval. It establishes an S0-S5 classification system, clarifying the division of responsibility between the system and the driver, as well as safety baselines for unpaved roads.
