In the early days of WWII, American off-road vehicles roared across the mountains of Central Europe, the islands of the Pacific, and the deserts of North Africa, achieving remarkable military feats. They played multiple roles: stretchers, machine gun mounts, reconnaissance vehicles, light trucks, frontline transport, and even taxis for moving guns and ammunition. The renowned war correspondent Ernie Pyle reported: “I don’t think we could have continued the war without the jeep. It could do anything. It was as loyal as a dog, as strong as a mule, and as agile as a goat.”
After WWII, decommissioned off-road vehicles became popular transportation due to their powerful engines, strong road adaptability, and ease of modification. They entered everyday life and gave birth to the first generation of off-road enthusiasts. Winston Churchill, the British Prime Minister and a hero of WWII who later helped create the Iron Curtain in Europe, was himself an off-road vehicle fan.
With economic recovery and the rise of the middle class in the 1950s and 1960s, off-road vehicles gradually evolved from purely practical needs to cultural expressions. Starting in the 1970s, off-road culture stepped onto the historical stage.
Off-road vehicles became synonymous with extended holidays. People drove these vehicles, towing their yachts or RVs, forming long lines on roads heading to the suburbs.
Off-road vehicles became essential props for performing stunts and seeking thrills.
Off-roading sports became a trend of the times, with various types of off-road competitions gaining popularity worldwide.
A solid foundation for off-road culture emerged, with specialized media such as Japan’s 4X4 MAGAZINE appearing in various countries. Corresponding off-road websites, clubs, and racing events also sprang up.
Today, the United States sells 3 million off-road vehicles annually, accounting for 20% of total vehicle sales. The rise of 4x4 off-road vehicles has propelled the cowboy culture—once centered around horseback riding across plains and settling scores with flair—to a global peak.
China is still considered a “third-world” player in the global off-road culture scene. However, with the strengthening of its comprehensive national power and rising living standards after the reform and opening-up, China’s off-road culture has shown strong late-blooming potential.
Abroad, off-road vehicles are often the second car for families, chosen after a practical daily vehicle for more adventurous pursuits. Nowadays, many Chinese off-road enthusiasts buy an off-road model as their very first car.
Across the country, various off-road organizations have sprung up like mushrooms after rain, primarily off-road clubs such as Guangzhou Wolf Pack, Beijing Off-Roader, Chengdu Latitude, Zhengzhou Extreme, and Tianjin Pioneer. According to data from the Federation of Automobile Sports of China, there are over 100 off-road clubs nationwide with more than 70,000 registered members. These clubs organize various training sessions, self-drive tours, competitions, and charitable activities such as donations to impoverished areas. They have even produced China’s first off-road documentary.
Various off-road competitions have also emerged in response, including locally organized car arena off-road races, the 2003 Songhua River Ice and Snow Off-Road Challenge, and the Lhasa-Kathmandu Car Rally. 2003 was particularly eventful: for the first time, Chinese teams participated in the grueling Malaysian Rainforest Challenge, one of the toughest in Asia. They also joined the “Olympics of Off-Roading”—the Paris-Dakar Rally. This culminated in the first official national-level arena off-road championship held in Beijing.
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