Beijing Jeep's Outlander has unveiled three new models following the evolving relationship between DaimlerChrysler and Mitsubishi. As Beijing Jeep, the joint venture responsible for Dai-Ke's passenger vehicle operations in China, navigates its partnership with Mitsubishi, the market is closely watching how this dynamic will unfold. During the recent "First City of the World" Outlander "full-time, all-around" media launch event, the brand introduced three new variants—elegant, sporty, and luxurious—each designed to appeal to different consumer preferences.
A spokesperson from Beijing Jeep emphasized that the collaboration with Mitsubishi remains unaffected by any shifts in DaimlerChrysler's relationship with the Japanese automaker. The two companies have plans to deepen their cooperation, including the potential introduction of new Mitsubishi models in the near future. As a leader in the domestic off-road vehicle segment, the Outlander has positioned itself as a "full-time all-around sedan," combining multiple advantages into one model.
Industry experts believe that the Outlander represents a new direction in automotive development, signaling a shift in car consumption beyond traditional categories like cars, MPVs, and SUVs. It is becoming a top choice for families seeking their first premium vehicle. Since its launch in January, the Outlander has quickly become a key model for Beijing Jeep, rivaling the long-standing JEEP series. In the first eight months of the year, it sold over 12,000 units, helping Beijing Jeep surpass Changfeng Motor and become the largest domestic SUV producer in the first half of the year.
The introduction of the three new Outlander models is expected to further strengthen the brand’s product lineup and solidify its position within Beijing Jeep. Beyond SUVs, the company is also expanding into the passenger car market. Earlier this year, DaimlerChrysler announced approval for a joint venture with BAIC to produce Mercedes-Benz E-series and C-series cars, as well as medium and heavy-duty trucks in China. The plant is set to start production in 2005 with an annual output of 25,000 vehicles.
The three new Outlander models are priced between 172,800 yuan and 219,800 yuan, offering more features than the previous classic version. They come equipped with a 2.4-liter, 16-valve multi-point E-CI-MULTI Mitsubishi engine, along with added amenities such as sunroofs and leather seats. The brand continues to emphasize fuel efficiency while enhancing comfort and style.
Beijing Jeep’s Marketing Manager Tao Zhihui stated that the company has been focusing on product segmentation to better cater to Chinese consumer tastes. By offering various configurations and price points, they aim to maximize value while meeting individual needs. Despite the decline in the mid-range car market, Beijing Jeep has maintained strong growth through its international brand strategy.
The "Deluxe Edition" combines the best of the elegant and sporty versions, featuring high-end configurations, spacious interiors, and advanced technologies such as the IN-VECS-II transmission and ABS+EBD system. The launch of these new models reflects the industry's move toward more mature and rational development.
Looking ahead, there are expectations that Mitsubishi may introduce new models in China next year. Although DaimlerChrysler has reduced its stake in both Hyundai and Mitsubishi, it has not abandoned its Asian ambitions. Instead, the company is focusing more on the Chinese market, which is seen as a key growth area.
Mitsubishi executives recently made a notable appearance at the event, emphasizing their commitment to strengthening ties with Beijing Jeep. A Beijing Jeep representative confirmed that the collaboration with Mitsubishi has deepened, and they view Mitsubishi's efforts to find more partners as a natural part of its overall strategy in China.
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