Fang Cheng Bao, a BYD subsidiary specializing in personalized vehicles, has capitalized on a surge in demand for rugged, boxy cars, spurred by a rise in outdoor and leisure activities such as camping, driving a rapid expansion in the off-road vehicle market. Since its launch on August 16 last year, sales have surpassed 25,000 units and an average vehicle price of around 330,000 yuan (45,450 USD); Fang Cheng Bao has swiftly established its presence and influence in the automotive industry.
Fang Cheng Bao is now preparing for a significant expansion. The brand’s upcoming strategy includes broadening its product line and pricing range. Currently executing a “2+X” product strategy, where “2” represents their off-road and sports car lines, and “X” denotes additional niche products, Fang Cheng Bao is poised to offer new SUVs and a sedan line based on their sports cars.
In April, the brand unveiled three new models at its Spring Launch Event: the Leopard 8 (see specs), a flagship off-road SUV; the Super 3, an electric urban SUV; and the Super 9, a high-performance sports car. These additions reflect Fang Cheng Bao’s commitment to diversifying its offerings while maintaining its unique brand identity, which is characterized by distinct design and BYD’s advanced technology.
General Manager Xiong Tianbo announced that Fang Cheng Bao will roll out these new models starting in the fourth quarter of this year. The brand’s focus on user engagement, innovative design, and aggressive pricing promises to strengthen its market presence and appeal to a broader range of consumers. Fang Cheng Bao plans to adjust its pricing to cover more mainstream buyers, focusing on vehicles costing around 200,000 yuan (27,600 USD).
In addition to expanding its product range, Fang Cheng Bao is enhancing its dealership network. The brand has established nearly 200 direct-sale stores. Still, it has recognized the need for further coverage, especially in the Northwest regions of China, where its off-road products are quite popular. This move aims to address gaps in market coverage.
As Fang Cheng Bao enters its next phase, it plans to release new products quarterly, reflecting a more dynamic approach to market demands. The brand’s rapid growth and strategic expansion underline its ambition to establish a more substantial presence in the off-road and urban vehicle segments.