China's hardcore off-road vehicle market is experiencing explosive growth. The latest retail sales data provides the clearest evidence of this transformation: a market once dominated by traditional "legendary" models like the Toyota Prado and Land Cruiser is now being overtaken by domestic brands.

According to the China Passenger Car Association (CPCA), in September this year, the top 10 best-selling hardcore off-road models were led by homegrown brands such as Tank, Beijing Auto, BYD's Fang Cheng Bao, and Dongfeng's Mengshi.

This is a clear signal. With new entrants like the Dongfeng Mengshi M817, Jetour's Cross Country series, and the all-new Tank 400 flooding the market, this once-niche segment is becoming fiercely competitive.

As the category diversifies, the market is expanding. In Q1 2025, the penetration rate of hardcore off-road vehicles in the SUV market climbed to 2.91%. Looking back at 2024, cumulative retail sales surged 110.1% year-on-year. The CPCA predicts that the market share will exceed 3% in 2025 and could surpass 13% by 2030.

To capture a larger slice of this growing market and achieve the vision of a 13% market share by 2030, automakers have fundamentally shifted their strategic focus. Their target audience is no longer traditional off-road enthusiasts but the younger generation. A battle for the next wave of hardcore off-road consumers has already begun.

Recently, Great Wall Motor Chairman Wei Jianjun handed the first set of keys for the new Tank 400 to esports star Meng Lei from Chengdu AG Super Play, rather than a veteran off-roader.

This symbolic gesture reveals the "Gen Z ambition" of hardcore off-road vehicles. The true intent behind the new Tank 400 is to use its rugged design to attract young buyers who would otherwise opt for urban smart SUVs, blurring the line between hardcore off-roaders and city SUVs.

Three differential locks serve as the entry ticket for hardcore enthusiasts, catering to young consumers who spend 90% of their time in the city but demand the capability to venture off-road at any time—a spiritual totem of freedom.

Core selling points have evolved from "three differential locks" to mecha-inspired aesthetics and smart cabins. For example, the new Tank 400 is equipped with Qualcomm's cutting-edge 8295 chip and the Coffee Pilot Ultra autonomous driving system, enabling full-scenario urban and highway navigation.

The success of domestic brands lies in their "new trio" of innovations, which address the traditional drawbacks of off-road vehicles and democratize the segment.

The pain points of "high fuel consumption and low comfort" have been resolved. Conventional off-roaders typically consume 15–20L per 100km and offer a rough, bumpy ride. Electrification technology has simultaneously tackled fuel efficiency and comfort, turning the "city-to-wild" marketing slogan into a daily reality.

Moreover, the high price and technical barriers have been lowered. Hardcore off-roaders were once prohibitively expensive, but the new Tank 400 gasoline version starts at just 249,800 yuan, while the Dongfeng Mengshi M817 has dipped into the 300,000-yuan range. Advanced driver-assistance systems have simplified off-road driving, making it accessible to the masses.

The technological revolution on the supply side aligns perfectly with shifting consumer demand. Today's market competition has moved beyond spec sheets into the era of emotional value.

Automakers are targeting young consumers' desire for glamping and outdoor socializing. The boxy, rugged design has become a visual symbol of individuality and a form of social currency.

A standout feature in this trend is the Vehicle-to-Load (V2L) function, which transforms new-energy off-roaders from mere transportation into mobile campsites. The new Tank 400 offers 6kW external and 2.2kW internal discharge capacity. Data shows that 87% of new-energy off-road vehicle owners use this feature—far exceeding urban SUV owners—making it a core necessity.

The *2025 Off-Road Lifestyle White Paper* reveals that 64.8% of hardcore off-road owners venture off-road no more than twice a month, yet 100% want their vehicles to embody an adventurous lifestyle. Owning a hardcore off-roader is a statement of attitude.

However, for brands in this segment, "city-to-wild" capability is just the entry ticket. The real competition lies in the second half of the game.

As the "new trio" of innovations becomes widespread, pure price wars will lose appeal, and technology and hardware will converge. The ultimate battleground will shift from product performance alone to ecosystem and community-building—a fight for brand moats.

Off-road owners, especially Gen Z, exhibit strong identity affiliation and a desire for social sharing. Brands are creating dedicated app communities to convert scattered traffic into private-domain assets. Through loyalty programs, events, and user-generated content (UGC), they aim to turn customers into fans, fueling brand marketing organically.

As the first half of this youth-centric battle nears its end, the true challenge may have only just begun.