Carmaker taps growing off-road vehicle culture

Beijing Automotive Group Co Ltd is building a 400-hectare themed town in Beijing to tap into China's growing off-road vehicle culture via experiential marketing.

The town is due to open in the capital's northeast Shunyi district in 2019, offering thrill-seekers a chance to try out off-road racing.

BAIC is currently expanding its product mix by introducing off-road vehicles, aiming to meet increasing demand for extreme sports experiences. Last year, BAIC's off-road vehicle sales doubled year-on-year.