Badain Jaran Desert

As our stance-focused off-road products grew in popularity, we updated the competition range under our N40° brand. We also joined the Honghu team in the Badain Jaran Desert to shoot an official N40° brand film.

For our off-road range, this marked the first time we had truly extended our focus from making products to understanding how they were used. Looking at vehicle setups with the team and discussing their experiences helped us connect years of manufacturing knowledge with the needs of off-road owners. It gave us a more concrete understanding of how wheels should be designed to suit the vehicle and the environment in which it was used.

The observations and conversations from this trip provided valuable reference points for later product development. We began placing greater emphasis on understanding how vehicles were used and what mattered to their owners, then bringing those insights back into design. This also gave the development of the N40° competition range a clearer direction.

Thank you to the Honghu team for your support and cooperation. The film and these photographs capture the vehicles and people in the desert, along with a change in our approach: taking products to the places where they are used, then bringing that understanding back into design.