For many in the United States, Willys is a familiar brand best known for its design and production of World War II-era military jeeps as well as civilian versions.

In China, more people have the same or even more profound recognition toward a car model called the 212. Unveiled in 1965, the military jeep was expressly developed by Beijing Automobile Works for use by the Chinese military as well as by junior-level cadres.

Statistics show that over 2 million units were sold in the following decades, but as the vehicles were usually shared, tens of millions of people in China are connected to the model emotionally.

Rather than Hongqi, which produced limos for high-ranking officials, the model 212 was probably the first ever vehicle memory of many born in the 1960s, 1970s or even the 1980s in the country.

"Some drove home their brides in a 212 and others first had their hands on a steering wheel in the model," said Lu Yunran, general manager of the 212 marque, which was registered in 2023.

Naming the marque after the model, Lu is expecting to breathe new life into it by carrying on its legacy in the new era, when China is already the largest vehicle market in the world.

Instead of a military jeep, Lu has decided to take aim at the SUV segment. The first model, which is expected to be launched in the second half this year, is an off-roader with sharp lines that still retains the classic elements of the original 212 model, its design sketch shows.

"The 212 is more than a marque; it represents a spirit and a culture about venturing into the wilderness," said Lu.

China has seen its off-roader segment growing over the past few years, with global players ranging from the Jeep Rubicon to the Ford Bronco.

Some Chinese carmakers including Great Wall Motor and BYD are also coming up with their offerings to seize a share of the growing pie.

Lu is confident about the 212 marque's prospects in the booming segment. "The off-roader segment was quite small a decade ago, but now it is expanding fast, with new opportunities emerging," he said.

The 212's first model, the name of which is yet to be released, will first hit the market with the gasoline powertrain, but other versions, including the range-extended model, will be available as well, said Lu.

"We hope that more people will learn about 212 and we will make it a brand that can represent Chinese off-roaders in the world," he said.

Statistics from the China Passenger Car Association show that over 10.38 million SUVs, including off-roaders, were sold in China last year, up 10.3 percent year-on-year.