Feel-good factor: auto brands host events to connect with youth

Automakers are using immersive interactions to transform technological prowess and brand culture into scenarios that young customers can participate in, as part of wider efforts to gain attention in the fiercely competitive automotive market.

In late June, off-road brand 212 marked the first anniversary since its revitalization with a two-day event in Qingdao, Shandong province.

The gathering, attended by thousands of music fans and off-road enthusiasts, featured live performances by 10 groups of singers and bands, and the debut of the brand's upgraded T01 flagship model.

This crossover collaboration merged the brand's exploratory spirit with a trendy lifestyle. It used music as a bridge to embody themes of youth, exploration, and passion, while aiming to connect with younger generations who seek authenticity and shared experiences.

212's strategy emphasizes inheriting Chinese off-road culture while innovating for the new era. At the event, general manager Lu Yunran said: "Youthfulness is a mindset, not an age."

He stressed the brand's commitment to resonating with adventurous spirits through continuous exploration.

The upgraded T01, featuring five major technical enhancements and four new color options, emerged from user feedback, exemplifying 212's user-centered approach.

He Zhaopeng, deputy general manager of 212, said that prioritizing users has always been 212's service attitude. The new T01 is the result of in-depth conversations with users, reflecting an effort to meet the high-quality off-road needs of car owners.

The brand will launch three-door off-road models, pickup trucks, and provide hybrid power train options to meet the demands for eco-friendly yet high-performance off-road vehicles, Lu said at the event.

A day after 212's event, SAIC Motor's MG brand held a Tianjin event, integrating new car launches, technological displays, and interactive experiences to engage young consumers.

Attendees explored MG's new energy lineup through exhibitions, smart cockpit simulations with gesture and voice controls, and dynamic test drives, immersing themselves in the brand's technological charm.

The general manager of SAIC MG brand business division, Chen Cui, said MG will invest more than 100 billion yuan ($13.96 billion) to launch 13 new energy vehicle models over the next two years.

These models will include pure electric, hybrid, and range-extended vehicles in segments such as sedans, sports cars, SUVs, and off-road vehicles.

Meanwhile, MG launched two cars: the new MG5 sedan in four variants with prices ranging from 59,900 to 69,900 yuan; and the new MG Cyberster, an electric convertible with scissor doors, in three variants with prices ranging from 319,800 to 359,800 yuan.

The Cyberster has propelled China's sports car market share from 0 to 10 percent, Chen said, with overseas sales exceeding 4,000 units.

Industry experts noted that through such events, customers are no longer passive recipients of information but are becoming co-creators of brand stories by participating in off-road challenges, music parties, and other experiences.

By centering the narrative around the values and aspirations of younger people, brands can replace rigid product pitches with resonant content that fosters a sense of connection and empathy.

As the automotive industry evolves, the shift toward immersive, user-centered engagement signals a new paradigm where brands thrive not just by showcasing products, but by creating ecosystems where customers feel connected to the brand's mission and identity, the experts added.