Gasgoo Munich- Wang Hao, head of brand management at BAIC Group, recently shared his vision for taking the niche off-road vehicle category mainstream.
Wang Hao argues that the key to selling off-road vehicles lies in looking beyond the segment itself. He views these machines primarily as daily commuters that happen to possess off-road DNA. For the consumer, the value proposition is clear: buying one car feels like owning two. One handles the daily grind—commutes and school runs—while the other is ready for weekend escapes into the wild.
Image Source: BAIC
When it comes to marketing, Wang Hao suggests a shift in sequence. Brands should pitch the car’s credentials as a family daily driver first, then highlight its off-road prowess. This framing allows buyers to see off-road capability as a bonus—something extra packed into the deal—thereby boosting perceived value.
In his view, this approach is essential for expanding the category's reach. Off-road vehicles remain a niche arena; if brands only benchmark hardcore specs against one another, the market will stay constrained. Lasting growth depends on getting everyday consumers comfortable with the product first—widening the user base to drive volume.
Boxy off-roaders have surged in popularity across China in recent years, with a wave of domestic brands entering the fray and intensifying competition. Yet many players still lead with hardcore specs like climbing angles and wading depth. Wang Hao offers a counter-perspective: the segment can only shatter its growth ceiling by balancing daily practicality and winning over the average family driver.
As demand for "light off-roading" rises, urban suitability has become a critical driver of sales growth. For brands fighting for market share, striking the right balance between daily drivability and rugged capability will be the key battleground.
