2021 is coming to an end, and Lantu Automobile cannot achieve the annual sales target of 13,000 vehicles, which is a foregone conclusion!
Based on the terminal's insurance volume data, as of November 30, 2021, the cumulative sales of Landu FREE on June 19 were only 3,306 vehicles, and it was obviously an impossible goal to sell 10,000 vehicles in the last month.
Lantu Automobile carries the future of Dongfeng Group's passenger car sector, and the new brand name "Lantu" also reflects the expectations of Chairman Zhu Yanfeng.
But in fact, Lantu Automobile has been hovering at a low level for three consecutive months, and the monthly sales of more than a thousand vehicles obviously cannot satisfy the group, according to internal sources, Lantu Automobile from senior managers to core suppliers, has been saddled with the sales task of Lantu FREE, and the pressure can be described as mountainous.
However, the review of Lantu Automobile, today's result, has been doomed at the beginning, and in the short term, it is difficult to see the possibility of a significant increase in sales.
Branded by Dongfeng Group's FAW
In the 1960s, in response to the call of the state, FAW people came to Shiyan and set up a second automobile manufacturing plant; in the new century, Lantu, the high-end tram brand of Dongfeng Group, still has a distinct FAW brand.
In addition to the well-known chairman Zhu Yanfeng from FAW, You Zheng, vice president in charge of passenger cars, and Lu Fang, CEO of Lantu, are also from FAW. Among them, Lu Fang, CEO of Lantu, served as the director of the Besturn Development Institute of FAW Group, the former director of the project management department, and then worked in the product department of FAW-Volkswagen before, and objectively speaking, he is a product expert with rich experience.
However, the leaders of the FAW department have a characteristic, deeply influenced by Volkswagen's development logic, the product quality and performance are great, but weaker than telling the brand story, product strategy is also lacking in novelty.
The first product, Lando FREE, is not screaming
Xiaobian has tested Landu FREE for many times, which is a qualified product that is worthy of the price of 300,000 yuan, reflecting the solid foundation of Dongfeng Group in the field of car manufacturing. But the product is not screaming enough, the appearance is not as full and luxurious as Weilai EC6, the ideal ONE is full, luxurious, the level of intelligence is not as intimate as Xiaopeng P7, nor the extreme performance of The Extreme Kr 001, the impression is not amazing, and it is not a well-polished epoch-making product.
Reflected in the sales volume, tepid, did not achieve a hit and the effect of popularity!
The second product, Lantu Dreamer, luxury MPV is too niche
The rhythm of the new forces, the initial product planning, is very important, basically there are two opportunities, the first two models if the brand is not launched, the future development will be very difficult.
If the first product, medium and large SUV Lantu FREE is for the tree brand, the second product should be the amount of go, the conventional operation is a price of 200,000 to 250,000 intermediate SUVs or cars.
But Lantu has taken an unusual path, and the second product is a more high-end large MPV Lantu Dreamer.
The product introduction uses five super, super space, super performance, super luxury, super intelligence and super security, to meet the user's ultimate demand for high-end MPV, from the published target customer group description, both hope to meet the high-end executive level exclusive travel, but also hope to meet the pursuit of technology, comfort and space of high-end family travel, Lantu Dreamer seems to want to get a piece of the Toyota Alpha market.
Unfortunately, luxury MPV is the highest and most closed market for brands, and new brands are rarely successful, as strong as the public, and also return to the MPV market. The intelligence and performance flaunted by Lantu Dreamer are not attractive to luxury MPV users, after all, the car is not driven by itself, just a mobile space, comfortable, big brand is enough, and the comprehensive power of the million-level Toyota Alpha 2.5L dual engine is only 120KW.
With a small market size and a high brand threshold, it will be difficult for this MPV to provide sufficient sales contribution to Lantu Automobile. The first two products are going to the tree brand? Too extravagant, right? It is unclear whether Lantu's product planning will be questioned by chairman Zhu Yanfeng.
Perhaps everyone will think that the first model Ofu FREE will be a hit, taking advantage of the opportunity to launch a second more high-end MPV dreamer, once again raise the brand, the third car to harvest the market, just like the rhythm of Tesla ModelS, ModelX, Model 3, but there is no possibility, the market can not go back.
Personal IP is difficult to support the high-end of the brand
There is no absolute axiom about how to position a start-up brand, but the more high-end the positioning, the more it requires the founder's ability to tell stories and extraordinary personality charm, the latter is an extremely scarce ability, even if it is as strong as Gillian's intelligence, it is also very difficult to control the extreme Krypton brand.
CEO Lu Fang, obviously does not have Li Bin's coffee position and appeal, Dongfeng Group can only provide funds and research and development support for Lantu Automobile, how to build a high-end brand, Dongfeng Group has no heart, otherwise Dongfeng Fengshen A9 has long been successful.
Perhaps, for LanTu and Lu Fang, launching a mid-range product of 180,000 to 250,000 as soon as possible is the best choice to increase sales.
This article is the original of "Car Review Network", author: Guo Youli, editor: Tian Miao, may not be reproduced without permission. Pay attention to the "car review network" and focus on in-depth reporting of the automotive industry.