On June 26, 2017, the four-day first season of Jeep Outdoor's "Time Travelers" — the Ulan Buh Desert Crossing — came to a perfect close. It is reported that this was the first joint desert off-road event organized by Jeep Outdoor and the Wrangler Off-Road Club. The event recruited and attracted over 30 participants, including Jeep Outdoor offline VIPs and club members. With the theme of "Time Travelers," Jeep Outdoor, upholding the Jeep spirit of "freedom, passion, and adventure," led Jeep enthusiasts in an exhilarating hands-on desert off-roading experience.
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 Wusitai Town, Alxa League, Inner Mongolia. The entire journey spanned 1,100 kilometers and took 12 hours. Heading westward through ever-changing weather, the Jeep convoy braved severe conditions including torrential 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 in the western part of the Inner Mongolia Autonomous Region, within the territories of Bayannur City and Alxa League. It stretches north to the Langshan Mountains, northeast to the Hetao Plain, east near the Yellow River, south to the northern foothills of the Helan Mountains, and west to the Jilantai Salt Lake. It is approximately 170 kilometers long from north to south, up to 110 kilometers wide from east to west, covering a total area of about 14,000 square kilometers, with elevations ranging between 1,028 and 1,054 meters. The terrain slopes from the south-southwest. The area has a mid-temperate arid climate, characterized by dryness, little rainfall, large diurnal temperature variations, and strong seasonal winds. The southern part of the desert features mostly shifting sand, the central part has many ridge-like dunes, while the northern part consists largely of fixed and semi-fixed 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 Desert seemed to awaken the wildness and passion flowing in your blood. Nothing could stop the courage and determination of the Jeep enthusiasts. Amid the roar of engines, they rose to the challenge and conquered the boundless desert. The twin tire tracks flowed smoothly as they crossed sand ridges, maneuvered over dune bowls, and plunged down cliff edges only to surge upward over another razor-sharp crest. Cheers of “Awesome!” echoed over the radios as the rugged Wranglers put their prowess on display, turning passion into reality.
Even more admirable was the spirit of unity and mutual assistance during the Jeep off-road journey. Despite the scorching heat of the desert and fatigue from prolonged off-roading, whenever a teammate encountered trouble — be it getting stuck on a sand ridge, a tire coming off its rim, or other unexpected malfunctions — nearby teammates would rush over without hesitation, roll up their sleeves, and lend a hand. Jeep believes that while one may walk fast alone, a group can go far together.
Desert off-roading is, on one hand, a niche activity within the world of extreme sports, known for its harsh environment, long duration, and high technical demands. On the other hand, it has fostered a unique "community culture" distinct from other extreme sports — one that values toughness, bravery, mutual aid, and solidarity in adversity. In this daring "sand game," Jeep enthusiasts overcame intense sunlight, scorching heat, blowing sand, and bumpy rides, all while thoroughly enjoying the experience.
During the event, both seasoned experts and outdoor newcomers successfully completed the desert off-roading experience, further enhancing their skills in wilderness survival, vehicle repair, and camping. At the same time, everyone had the chance to experience the outstanding performance of Jeep Outdoor apparel and gear in extreme conditions. Whether it was T-shirts, hiking pants, hats, multifunctional headscarves, or trail running shoes, all excelled in moisture absorption, sweat wicking, quick drying, and breathability, providing exceptional comfort throughout the desert crossing.
June 26 — Return Journey: Sharing the Jeep Outdoor Wilderness Spirit
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, you’re part of the desert off-roading experience. Faced with the vast, boundless desert, all Jeep enthusiasts share the same passion: to explore, to challenge, and to enjoy. And Jeep Outdoor apparel and the Jeep Wrangler made it all possible with their proven performance.
For Jeep Outdoor, the annual "Time Travelers" outdoor challenge is both a reward for loyal Jeep Outdoor VIPs and a self-imposed test for the brand. Since its inception in the United States in 1941, Jeep has built a legacy of over 75 years. Jeep Outdoor has always moved in sync with Jeep. We chase freedom, conquer the impossible, and continuously update our products each year to offer outdoor enthusiasts more convenient, safe, and comfortable wearing experiences. Together, we share the Jeep Outdoor wilderness spirit.