The United States carmaker Ford has opted for a wild and fun strategy in hopes of reviving its fortunes in the competitive Chinese market.

Last week, the carmaker opened its first store under the Ford Beyond program to cater to a growing number of Chinese car buyers who have taken to the outdoor lifestyle.

Located in Chongqing, a city known for hotpot and locals' love for life, the store presents Ford's iconic pickups and off-roaders including the F-150 Raptor and the China-made Ranger, and offers service packages including trip planning and vehicle modifications.

Anderson Liu, head of Ford Beyond, said the carmaker is seeing Chinese car owners' increasing passion for nature, which signals a fast rise in the off-road segment.

"But we are not here to slice the niche market; we are here to grow the market," said Liu, who is also president of Jiangling Ford Technology, a joint venture between Ford and JMC.

"We hope that our products and services can enable people to explore the diverse, exciting possibilities of life," said Liu.

Liu said the carmaker is going all-out with the Ford Beyond program. By the end of 2024, there will be 200 dealerships dedicated to the program.

Ford Beyond will release 24 routes for nature lovers and its dealers are expected to organize 2,400 events a year.

"Fun matters," said Liu, adding that those who are not Ford owners can come and join as well.

Sam Wu, president and CEO of Ford China, expressed his excitement when he attended the opening ceremony of the first Ford Beyond store last week.

Ford and JMC unveiled the program in March, soon after Wu took the current role. He said the rapid and smooth progress is the result of the two companies' concerted efforts to present top-tier outdoor experience for Chinese consumers.

Wu said Ford has started local production of its Ranger with JMC.He added that the Bronco will be available in China in early 2024.

Jiangling Ford Technology is expected to blaze a new way for Ford in China, as its major joint venture, Changan Ford, is losing steam in the traditional sedan and urban SUV segments, said analysts.

At its zenith in the 2010s, Changan Ford's sales almost bordered 1 million units a year. In the first nine months of this year, its sales stood at 99,000 units.

Elena Ford, Ford's chief dealer engagement officer, said: "China is and will continue to be a key market for Ford."

Also the great-great-granddaughter of the carmaker's founder, Henry Ford, said the US carmaker's history in China goes back to 1913 when it exported the Model T.

"It has been exciting to witness the tremendous transformation of China's world-leading auto industry," said Ford, acknowledging "today's consumers have many choices and the competition is fierce".