As the first new power brand of the national team to focus on intelligent new energy vehicles, The start of Lantu Automobile can be described as successful. After all, it has a golden key from birth, not only backed by the tree to enjoy the group's priority blood transfusion, but also can operate independently without institutional constraints, everything looks so beautiful, as if it has mastered the successful password of the electric counterattack of the traditional main engine factory, so since the first model Lantu FREE was listed, it has delivered 3461 vehicles in four months, which is undoubtedly very successful for the new brand of 300,000-level large five-seat SUV. It was also with this expectation that I came to Wuhan, a city remembered by history, to participate in the test drive meeting of Lantu FREE.
Positioning performance-level intelligent electric SUV, Landu FREE seems to have been full in terms of configuration, the dual power system that solves the mileage anxiety, the zero-hundred acceleration of the supercar level, the million-level air suspension and night vision system, etc. all feel sincere, if only from the test drive site to benchmark the ideal ONE and Audi Q5L results, it seems that Landu FREE can declare a total victory.
The same as the extender power system, we will naturally take it and the ideal ONE benchmark, but in my opinion to buy the ideal ONE consumer population may not consider Lantu FREE, after all, the ideal ONE as a single product can have such good results, but also thanks to the product positioning of the big six-seat extender SUV, and from the use of the scene, accurate focus on the "mobile home" marketing strategy, has also successfully occupied the consumer mind, in the past 11 months, sales as high as 13485 vehicles, Cumulative sales in the first 11 months reached an incredible 80,940 units; this achievement is extremely frightening even in front of the mid-sized and large SUV king Highlander.
In contrast, the LANTU FREE, the length, width and height are: 4905/1950/1645 (1660) mm, the wheelbase is 2960mm, and the body size of the medium and large SUV is only positioned at the large five seats, which has turned away the second-child family users from the beginning. Of course, the positioning of the big five can not be said to be wrong, but in the price range of 300,000, the user's just need does not seem to be 4.5s, after all, the shape design, performance configuration, this is already the basic of the current electric intelligent car, not to obtain user support and trust of the magic weapon.
Whether the user really needs the 4.5s zero hundred acceleration time of the Lando FREE, as well as the air suspension and the liftable instrument table, etc. are still debatable, and in my opinion, the 6/7 seat Landu FREE is just needed.
High-end needs a sense of ceremony to create, just like visiting Tadao Ando's art museum, you must pass through a dark and winding corridor, only in this way will you be impressed by the work. In the creation of a sense of ceremony, Lantu FREE is also well versed in this way, the whole series is equipped with air suspension, and it is also equipped with black technology from Boeing 787 - adjustable canopy, and the one-piece triple screen that can be lifted and lowered also shows its sense of ceremony, which is second to none in the 300,000 price range.
Imagine a scenario where when we switch to "off-road mode", the all-in-one triple screen automatically rises, while feeling the air suspension adaptively adjusted body posture, feeling the snort stimulation of the fragrance system, as if to tell you: "Dude, you can start to spread wilderness." ”
This time I test drive is the extended range version, Lantu FREE in terms of power to provide range extender and pure electric two power options, the extended range version of the model equipped with 1.5T four-cylinder turbocharged gasoline engine as a range extender, than the ideal one three cylinder in terms of jitter suppression will be better, equipped with the maximum power of 510kW front and rear dual motors, the maximum torque of 1040N·m, faster than Weilai's 4.7s zero hundred acceleration.
In terms of handling, the Lando Free uses a lightweight aluminum chassis and a front double wishbone suspension system, which may be the key to excellent handling. In contrast, the Ideal ONE uses the more common front McPherson-style independent suspension, which is biased towards comfort and weaker than the front double wishbone suspension system in terms of sportiness. At the same time, Landu Free is also equipped with air suspension, up and down adjustable height of 100mm, adaptive adjustment of chassis height to adapt to different road conditions.
In terms of driving assistance, due to the hardware equipped with 3 millimeter wave radar, 9 cameras and 12 ultrasonic radars, Landu FREE supports L2+ or above driving assistance functions, which can easily realize functions including ACC full speed domain adaptive cruise, LKA lane keeping assistance, LCC lane center control, AEB automatic emergency braking, AVM360 ° panoramic image, BSD blind spot monitoring, FVSR front car start reminder and other functions, with the intelligent assistance experience of Xiaopeng NGP.
In addition, the new car also has an active night vision system within 150 meters ahead, which is also the first in this price class. Having said all this, the overall impression given by Lantu FREE is that I want others to have, and I still have what others do not have. Although the taste of the pile is very strong, the luxury brand high-performance SUV with the same hardware does not seem to be able to enjoy at this price. In this way, As a 300,000-yuan product, Landu FREE is actually praised in terms of cost performance.
But the contradiction is that the cost performance has never been the temperament that a high-end brand should have, and the high-end built by Lantu FREE with piles of materials does not seem to be convincing enough, and the high-end road of independent brands has never been achieved overnight, and there is no shortcut to go. Geely has launched the Lynk & Co brand with Volvo, and has been working on the young tide play route for many years, and Weilai has also made a lot of efforts in terms of service and circle to have its current status.
With the intensification of market competition, especially after automobile sales entered the stock era from the incremental era, the core task of automobile marketing has shifted from pursuing media exposure to more circle diffusion. "No interaction, no dissemination, no cross-border marketing" has gradually become a consensus. To achieve more user reach, "out of the circle" has become a new topic of automobile marketing, and event marketing, topic marketing, and integrated marketing have become the main presentation methods of offensive warfare.
And Lantu itself, you need to re-examine yourself, how to accurately focus, find the core label of the brand, after all, on the no endurance anxiety, the ideal has been occupied; on intelligence and OTA, Xiaopeng has long been preconceived; on service and high-end, Weilai can not be surpassed; on battery safety, BYD's blade battery is deeply rooted in the hearts of the people; and Lantu FREE wants to win in an all-round way, it will only be comprehensively mediocre, it is better to return to the heart, starting from demand, know how to trade off, and do the key things to the extreme, rather than only pursuing comprehensive and powerful books. At that time, the great blueprint of Lantu Automobile will really open.