BAIC Saudi Arabia Refresh: BAIC INTL Takes A Major Step Forward in the Middle East Market

On August 10, 2026, BAIC INTL launched its brand refresh in Jeddah, Saudi Arabia, marking a strategic upgrade and channel restructuring in the local market. Under the theme "Collaborate to Accelerate", four models—B30, B40, B60, and B40Pro—made their debut, addressing local demand for off-road capability, smart technology, and luxury. The event was attended by H.E. Consul General Yang Yi, BAIC INTL Chairman Fu Jun, Vice President Hu Yuan, along with local partners, media, and industry leaders.

Brand Refresh, Heritage in Motion

The event commenced at 8:00 PM local time with a countdown animation. Consul General Yang Yi delivered the opening address, extending his congratulations on BAIC's brand refresh in Saudi Arabia. Subsequently, representatives of strategic partners took the stage, reaffirming their confidence in deepening collaboration and expanding market presence, and articulating a shared vision of delivering high-quality, innovative, and reliable automotive products to Saudi consumers. Chairman Fu Jun then delivered a keynote speech, systematically elaborating on the strategic significance of the brand refresh and its alignment with Saudi Vision 2030. He stated: "The confidence behind BAIC's brand refresh stems from over six decades of unwavering commitment. We hope that BAIC's off-road vehicles will not only accompany our users across deserts and into nature but also serve as trustworthy partners for family outings, urban commutes, and long-distance travel."

A traditional Chinese dance performance added a vibrant cultural touch to the event, blending Chinese and Saudi heritage.

Off‑Road Family, Rugged Assembly

Brand videos offered guests a retrospective of BAIC's technological heritage and off-road DNA. The four core models—B30, B40, B60, and B40Pro—then made their collective debut, with the B40Pro as the grand finale. The quartet comprehensively addressed local consumer demands: the B30 championed stylish urban off-road mobility; the B40 stood as the rugged backbone of the lineup; the B60 balanced family comfort with long-distance capability; and the B40Pro advanced the benchmark in intelligence and luxury. An immersive display zone was set up on-site, allowing guests to closely examine vehicle details, appreciate craftsmanship, and gain in-depth insight into BAIC's off-road family legacy.

Deeper Cooperation, Shared New Journey

The event culminated in a signing ceremony between local strategic partners and BAIC INTL leadership, followed by a group photo. Concurrent media and KOL engagement amplified the event's reach and market resonance.

Looking ahead, BAIC INTL will leverage Saudi Arabia as a key strategic hub, systematically introducing a full range of quality models to enrich the local product portfolio and address diverse, personalized market needs. Simultaneously, the company will steadily advance its localized sales network and after-sales service infrastructure, delivering reliable quality, innovative technology, and attentive service to provide consumers in Saudi Arabia and the broader Gulf region with superior driving experiences and greater peace of mind, thereby ensuring sustainable, long-term growth for the brand in the Middle East market.

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