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Strategic Cooperation | FB-AUTO Joins Hands with BAIC BJ81, New Model Coming Soon
Recently, FB-AUTO officially announced a strategic cooperation with BAIC BJ81, the brand-new hardcore off-road model of BAIC ORV. Both sides will deepen collaboration in channel expansion, marketing promotion and user operation, jointly launch this tactical box-style vehicle and explore the promising hardcore off-road market. As a key player in China’s off-road cultural ecosystem, FB-AUTO boasts comprehensive traffic resources and mature community networks. Having long rooted in the off-road circle, it gathers massive high-end users and owns strong capabilities in brand empowerment, channel deployment and market conversion. This partnership marks a vital move for FB-AUTO to expand into the premium hardcore off-road segment. Inheriting over 60 years of military manufacturing heritage of BAIC, BJ81 is positioned as a tactical box SUV built on a body-on-frame chassis. Priced at 200,000 to 250,000 yuan, it is set to officially launch on August 1. Carrying the genes of the second-generation military vehicle, it is equipped with extended-range power system, standard three differential locks and ATS all-terrain control system, delivering outstanding off-road performance and comfortable daily driving. Featuring rugged boxy silhouette, retro round headlights and tactical accessories, the model boasts high recognition and has gained wide attention since pre-sale. The strategic cooperation realizes complementary advantages and resource sharing. FB-AUTO will leverage its strengths in media communication, offline communities and user management to offer full-scale marketing support, helping the new model reach target groups efficiently and boost brand popularity. Its nationwide channel network will also guarantee sound channel arrangement, order conversion and after-sales service after launch.
Official Announcement: FBLIFE Forms Strategic Partnership with ROX ADAMAS, National Distributor Recruitment Ongoing
Today, FBLIFE, a leading domestic off-road cultural ecosystem platform, officially signed a strategic cooperation agreement with premium intelligent off-road brand ROX ADAMAS. Drawing on respective core strengths in comprehensive traffic resources, offline communities and high-end off-road products, the two parties will jointly build a new ecosystem for China's high-end off-road market. The national distributor recruitment program is launched simultaneously, inviting capable partners nationwide to explore the promising trillion-level off-road market.
Official Announcement: FBLIFE Forms Strategic Partnership with ROX ADAMAS, National Distributor Recruitment Ongoing
Today, FBLIFE, a leading domestic off-road cultural ecosystem platform, officially signed a strategic cooperation agreement with premium intelligent off-road brand ROX ADAMAS. Drawing on respective core strengths in comprehensive traffic resources, offline communities and high-end off-road products, the two parties will jointly build a new ecosystem for China's high-end off-road market. The national distributor recruitment program is launched simultaneously, inviting capable partners nationwide to explore the promising trillion-level off-road market.
20th Anniversary Alxa Hero Rally Opening Ceremony
The grand opening ceremony of the 20th Alxa Hero Rally was brilliantly held in the Badain Jaran Desert. The ceremony featured ethnic performances, local cultural shows and gorgeous fireworks. The official launched a three-year strategic cooperation plan to build an off-road modification and testing base. Thousands of off-road drivers and spectators gathered here to celebrate the 20th anniversary milestone of Off-road E Hero Rally.
Hero Rally UTV All-Terrain Vehicle Championship
The Hero Rally UTV Championship gathered top domestic all-terrain vehicle riders. The professional track combines desert undulating sections, sharp curves and technical rock roads. Lightweight UTV vehicles achieved extremely fast speed on the site, raising spectacular sand waves during the race. The event promotes the popularization of UTV off-road culture and cultivates a new generation of young off-road competitors.
Hero Rally Professional Rock Crawling Championship
The Hero Rally Rock Crawling Competition is one of China’s top extreme off-road events. Set on a professional rock climbing track, the 300-meter route is full of boulders, mud pits, steep rock walls and rugged ruts. Divided into multiple difficulty stages, the event attracts elite drivers across the country. Players rely on precise throttle control and route judgment to complete difficult climbs, presenting a wonderful visual feast for off-road enthusiasts.
19th Hero Rally T3 Team Challenge Grand Competition
The 19th Hero Rally Mickey Thompson Cup T3 Team Challenge was grandly held in the Badain Jaran Desert. Nearly 30 teams and 100 off-road vehicles participated in the 130-kilometer professional track. With towering sand dunes, soft sand sections and straight desert roads, the competition focuses on teamwork and tactical coordination. The Beijing Goodyear Racing Team won the championship for the second consecutive year, showing excellent team running-in quality.
2025 Badan 100 Desert Extreme Crossing Event
The 2025 "Badan 100" Desert Endurance Race concluded successfully in the Badain Jaran Desert. Covering a 500-kilometer extreme route, the event gathered more than 80 professional off-road drivers nationwide. The track includes high-speed dunes, salt lake landforms and soft sand basins, fully testing drivers’ endurance and vehicle stability. After three days of fierce competition, the Hanwei Team claimed the overall championship, demonstrating the outstanding strength of Chinese off-road racing.
2026 Alxa Spring Hero Rally Kicks Off with Professional Star Drivers
The 2026 Alxa Spring Hero Rally has grandly opened in the Tengger Desert, adopting a dual format of circuit racing and long-distance rally. Nearly 320 professional drivers participated, including renowned Chinese stars from the Dakar Rally. The track combines high-speed desert sections and challenging dune areas. The event also attracted overseas participants, building an international exchange platform for off-road culture and outdoor sports.
Jiangxi Dayu Forest Hero Rally Successfully Concludes
The 2nd Off-road E-Club Jiangxi Dayu Forest Hero Rally has come to a successful end. The event featured a variety of competitions including short-track rally, T2 river crossing challenge, circuit off-road, and extreme climbing. Hundreds of drivers from East and South China gathered to compete on tracks that integrated forests, river beaches, and mountainous terrain. This rally has become an important part of the Off-road E-Club's event portfolio, forming a unique "Desert in the North, Forest in the South" off-road landscape.
The 20th Alxa Hero Rally Super T3 Off-road Race Kicks Off
The 20th Alxa Hero Rally Super T3 Off-road Race officially started in the Badain Jaran Desert. With the theme "Gathering in the Secret Land of Badain, Paying Tribute to Heroes for 20 Years", the event attracted nearly 100 teams and over 200 racing cars from across the country. Divided into Grand T3 and Mini T3 groups, the race track spans complex terrains such as deserts, sand dunes, and river valleys. With its substantial prizes and grueling challenges, it is hailed as the "Olympics of China's Off-Road Industry".
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