In the next phase, Legend Holdings Group and the 212 brand will continue to strengthen their partnership, intensify localization efforts, and expand their presence in Middle East markets. From selling products to a user-led experience
During the global launch event, the 212 brand showcased a complete lineup of off-road vehicles designed to embody pure mechanical power and superior off-road driving capabilities. We will continue to invest our resources, expand our service network, and strive to make 212 the most trusted brand for off-road enthusiasts in the region.
From three-door compact models to versatile pickup trucks and rugged SUVs, every 212 vehicle is built to withstand harsh conditions and meet the needs of true drivers who enjoy the challenge of terrains. This philosophy is built on three core principles embraced by Legend Motors: Performance, Durability, and Everyday Usability.
Through its robust mechanical engineering and classic design, Legend Motors ensures that every 212 vehicle exceeds the expectations of off-road enthusiasts and adventurers in the region.
"The success of this event is a testament to the close collaboration between Legend Holdings Group and the 212 brand, as the two teams worked side by side in planning and executing the event, overcoming cultural and logistical challenges to present an exceptional world-class automotive experience."
From border patrol duties to desert expeditions, its iconic boxy design and powerful engine have always embodied the spirit of national perseverance.
After six decades, the new 212T01 model comes to continue the legacy in line with the famous design philosophy of 'one arch, two circles, three horizontal lines, and four vertical lines,' but with a modern vision, superior performance, and global outlook.
The group is committed to offering exceptional automotive brands to the region and providing comprehensive lifestyle solutions related to the automotive world for its customers.
Deep-rooted presence in the market and a long-term commitment
Thanks to its extensive experience spanning over two decades in Middle East markets, Legend Holdings Group has played a pivotal role in the successful regional launch of the 212 brand. We will work with our partners to forge new paths, explore the unknown, and empower users worldwide to experience driving this Chinese classic icon to every corner of the world.
The event was honored by the presence of H.E. Ou Buchian, Consul General of the People's Republic of China in Dubai, alongside an elite of Middle Eastern ruling families, business leaders, and representatives of prominent media.
Guests praised the quality and unique distinction of the 212 brand's products and expressed great appreciation for the strategy of Legend Holdings Group and its outstanding operational efforts in the region. Honoring tradition and reviving the spirit of off-road adventure
The 212 model was first introduced in 1965 as China's first independently developed off-road vehicle, becoming a symbol of resilience across generations.
"We look forward to cementing the principles of long-term partnership, sincere innovation, and moving forward with determination," added Mr. Lu Yunran, General Manager of 212 Off-Road Vehicles.
These vehicles are built with a spirit focused on ruggedness, power, and control, to bring back the essence of true off-road driving—where reliability and performance take precedence over all else. Legend Motors is committed to reviving this spirit in the Middle East by offering vehicles that express the region's passion for power and adventure.
Leveraging its strong local resources, the group ensured that every aspect of the event met the highest international standards. The group has completed a comprehensive launch plan for the 212 brand in the region, with the main showroom in Dubai scheduled to open next November, with the first display and test fleet already ready.
As the exclusive strategic partner of the 212 brand in the United Arab Emirates, Legend Holdings Group successfully organized the global launch of the 212 strategy in Dubai in collaboration with the brand's global team.
It is not just a vehicle, but a companion of its era, embodying power, courage, and the pioneering spirit of the East as it crosses all boundaries of the world.
About Legend Holdings Group
Legend Holdings Group is one of the leading automotive distribution and service groups in the Middle East, with over 20 years of experience and extensive local resources.
During the event, two exclusive versions tailored for the Middle East were also unveiled—the "Falcon" and "Pioneer"—which garnered widespread admiration and high praise.
Enhancing the service ecosystem and affirming commitment to customers
To ensure customer satisfaction, Legend Holdings Group announced a comprehensive plan for the after-sales service network, including:
- Establishing a regional center for spare parts to ensure fast supply.
- Forming a local, specialized service team to provide comprehensive pre-sales and after-sales support.
- Launching warranty and financing programs designed to meet the needs of Middle East customers.
These initiatives reflect the group's long-term commitment to the region and its pursuit of providing a hassle-free, premium ownership experience.
Strengthening strategic cooperation and shaping a shared future
"We firmly believe that the combination of the 212 brand's superior product strength and our extensive local expertise will achieve remarkable success in the Middle East," said Mr. Cheng Kai, founder of Legend Holdings Group.
