Jeep Outdoor Time Travelers Take on the Ulan Buh Desert

On June 26, 2017, the four-day first season of Jeep Outdoor’s “Time Travelers” — the Ulan Buh Desert Crossing — was successfully concluded. It is reported that this was the first joint desert off-roading event organized by Jeep Outdoor and the Wrangler Off-Road Club. The activity recruited and attracted over 30 participants, including Jeep Outdoor offline VIPs and club members. With the theme “Time Travelers,” Jeep Outdoor, staying true to the Jeep spirit of “freedom, passion, and adventure,” led Jeep enthusiasts in an exhilarating hands-on desert off-roading adventure.

June 23 – Departure: When Jeep Outdoor Meets Jeep Wrangler

All Jeep enthusiasts gathered as 12 Wranglers set off fully equipped from Beijing, traveling along the Beijing–Baotou Expressway via Zhangjiakou, Ulanqab, Hohhot, Baotou, Bayannur, and Wuhai, crossing the Yellow River westward to Wustai Town in Alxa League, Inner Mongolia. The entire journey spanned 1,100 kilometers and took 12 hours. Heading steadily westward through ever-changing weather, the Jeep convoy braved severe conditions including heavy rain, thunderstorms, and hail, yet arrived at the destination as scheduled, undeterred by the elements.

June 24–25 – The Right Way to Explore the Desert: Two Days and One Night of Passionate Off-Roading

The Ulan Buh Desert is located within the territories of Bayannur City and Alxa League in western Inner Mongolia Autonomous Region. It borders the Langshan Mountain range to the north, neighbors the Hetao Plain to the northeast, lies close to the Yellow River to the east, reaches the northern foothills of the Helan Mountains to the south, and extends to the Jilantai Salt Lake to the west. Stretching 170 kilometers at its longest from north to south and 110 kilometers at its widest from east to west, the desert covers a total area of approximately 14,000 square kilometers, with elevations ranging between 1,028 and 1,054 meters. The terrain slopes gently from the southwest. It features a mid-temperate arid climate, characterized by dryness, scarce rainfall, large diurnal temperature variations, and strong seasonal winds. The southern part of the desert consists mostly of shifting sands, the central area is dominated by ridge-like dunes, while the northern region is home to more fixed and semi-fixed sand dunes. Led by Mr. Liu Dongsheng, founder of the Wrangler Off-Road Club, and guided by local navigators, two days and one night of desert off-roading commenced.

With endless yellow sand stretching as far as the eye can see and the scorching sun raising ground temperatures above 40°C, every grain of sand in the Ulan Buh seemed to awaken the wild spirit and passion flowing in one’s blood. Nothing could hold back the courage and determination of the Jeep adventurers. Amidst the roar of engines, they rose to the challenge and traversed the boundless desert. Tire tracks flowed seamlessly as they surged over sand ridges, navigated steep bowls, plunged down cliffs only to surge upward again over sharp ridges. Voices of admiration such as “Beautiful!” frequently crackled over the radios. The rugged Wranglers proved their mettle and brought the spirit of adventure to life.

Even more admirable was the spirit of unity and mutual assistance among Jeep off-roaders during the journey. Despite the scorching heat of the desert and fatigue from prolonged off-roading, whenever a teammate got stuck on a sand ridge, suffered a tire blowout, or encountered other unexpected issues, nearby companions would immediately rush over, roll up their sleeves, and lend a hand without hesitation. Jeep believes that while one may walk fast alone, a group can go much further together.

Desert off-roading is, on one hand, a niche sport within the realm of extreme activities — marked by harsh environments, long durations, and high technical demands. On the other hand, it has fostered a unique “community culture” distinct from other extreme sports: rugged, brave, supportive, and united in facing adversity. In this “game of playing in the sand” where the brave advance, Jeep adventurers overcame intense sun exposure, searing heat, sandstorms, and rough terrain, all while thoroughly enjoying the experience.

During the event, both seasoned professionals and outdoor newcomers excelled in the desert off-roading experience, further enhancing their skills in wilderness survival, vehicle repair, and camp setup. At the same time, everyone had the chance to witness the outstanding performance of Jeep Outdoor apparel and gear under harsh conditions. Whether it was T-shirts, hiking pants, hats, multifunctional headscarves, or trail running shoes, all demonstrated excellent moisture absorption, sweat wicking, quick drying, and breathability, providing exceptional comfort throughout the desert crossing.

June 26 – Return Journey: Sharing the Vast Sentiment of Jeep Outdoor

Desert off-roading is more than just an activity — it’s a belief, a spirit. Whether you’re the driver, co-driver, or just riding in the back seat, at this moment, you are part of the desert off-roading journey. Faced with the vast and boundless desert, all Jeep adventurers share the same sentiment: to explore, to challenge, to enjoy. And Jeep Outdoor apparel and the Jeep Wrangler made it all possible with their proven capabilities.

For Jeep Outdoor, the annual “Time Travelers” outdoor challenge is both a token of appreciation to loyal Jeep Outdoor VIPs and a self-imposed challenge for the brand. Since its birth in the United States in 1941, Jeep has built a legacy of over 75 years of legend. Jeep Outdoor has always been in sync with Jeep. We pursue freedom, conquer the impossible, and continuously deliver updated products each year to provide outdoor enthusiasts with more convenient, safe, and comfortable wearing experiences, all while sharing the vast sentiments of the Jeep Outdoor spirit.