Xide of Delight: BJ60 Launch Event


At the “Xide of Delight: BJ60 Launch Event,” Beijing Automotive is dedicated to creating unforgettable moments for visiting guests, Dubai consumers, and all automotive enthusiasts following this event. Attendees can immerse themselves in BJ60’s Explore, Control, Journey, and Family attributes through four main themed zones.

Set against the stunning backdrop of Kempinski The Palm, visitors can indulge in a variety of engaging interactive and entertainment experiences within these themed zones. The Off-Road Zone is designed to replicate desert terrains, allowing the audience to feel the off-road spirit while seated on interactive equipment made from BJ60’s seats. The Technology Zone features an array of futuristic ice-screen installations, providing visitors with insights into the history of the Silk Road and the technological innovations of the BJ60. In the Business Zone, luxurious leather sofas and a high-end sound system exude opulence, offering an immersive elite experience with handcrafted coffee and live band performances. The Camping Zone welcomes guests to enjoy family movies while featuring interactive golf installations.


BAIC Group, established in 1958, stands as one of China’s prominent state-owned automobile conglomerates. With its headquarters situated in Beijing, China, the group has consistently made its presence felt on the global stage, earning the 193rd spot on the prestigious Fortune Global 500 list. BAIC Group specializes in the comprehensive spectrum of the automobile industry, encompassing complete vehicles, components, and service offerings.


Distinguished by a diverse portfolio of automotive brands, BAIC Group boasts self-owned passenger vehicle brands, namely ARCFOX and BAIC, along with self-owned commercial vehicle brands, including FOTON and Changhe Automobile. Additionally, the group has formed successful joint ventures, collaborating with industry giants to introduce brands such as Beijing Benz, Fujian Benz, Beijing Hyundai, and Foton Daimler Automotive.

A testament to its enduring legacy, BAIC Group has witnessed remarkable growth over the years, with cumulative sales volumes surpassing an impressive 31 million units. Its reach extends far and wide, encompassing 110 countries and regions worldwide. With a commitment to innovation, excellence, and global expansion, BAIC Group continues to shape the future of the automotive industry on a grand scale.

BAIC Brand Overview

BAIC brand is known for its extensive range of vehicle offerings, including passenger cars, commercial vehicles, and new energy vehicles, and has earned a solid reputation for its commitment to innovation, high-quality engineering, and cutting-edge design.

BAIC brand places a strong emphasis on new energy vehicles, in response to the growing demand for sustainable and environmentally friendly transportation solutions. The company is dedicated to developing intelligent technologies and connectivity features that enhance the safety and convenience of its vehicles.

Under the BAIC brand, the company offers a diverse lineup of vehicles that cater to a wide range of consumer needs. Whether it’s traditional internal combustion engine vehicles or advanced electric cars, BAIC’s mission is to provide high-quality and technologically advanced transportation options.

Brand Mission: Make beautiful life within reach

Brand Tonality: Confident, Characteristic, Caring

Slogan: Always be with you

Target Consumer: A challenger, an adopter, a pragmatist, and a sharer

Core Value: Reliable