Recently, I noticed a short film that allows people to subconsciously continue to watch the picture production level and dubbing. At first, I thought it was just a professional voice actor that Lantu Automobile was looking for, but after reading the comments, I knew that this was a short speech at the end of the year and the beginning of the year released by Lantu CEO Lu Zong himself. The short film is beautifully made, not to mention, what attracted me even more was that there was a sentence that "I could still do this". At first glance, this is just a very colloquial expression, but if you take a closer look, you can feel that the connotation is not as simple as imagined!
In the case of Lantu Automobile, in fact, as a new electric brand with a background of central enterprises, it can be allocated to the traditional car companies behind it, using the existing dealer body type, without spending a lot of effort and money, starting from scratch to build a sales system throughout the country. After all, behind Lantu is the national team players, standing dongfeng motors that have produced 52 million vehicles, can fully lie on the merit book and fish for market sales, but as Lantu CEO's speech short film said, "The so-called safe zone is often not safe", Lantu wants to get user recognition for a long time, and must make changes!
Now it seems that Lantu Automobile has taken a solid step on the road of new development. In terms of products, Landu currently has a total of 2 models, one on sale, Landu FREE and one upcoming Lando Dreamer. First of all, lantu FREE, its product highlights mainly have three aspects I think are more prominent.
The first is to adopt the extended range and pure electric dual power route, which can not only meet the actual needs of current users, but also lay out the future market and obtain pure electric user resources in advance. Second, at the price of 300,000 levels to give air suspension, this alone I think is worth it, it is not difficult to see the sincerity of Lantu. Third, it passed the world's first mass production vehicle wading bottom public test, the battery has not smoke, fire, explosion, water phenomenon, its battery safety technology is worthy of recognition. As for the Lantu Dreamer, because the new car has not yet been listed, the product information exposed is not much, only know that this is the positioning of a super MPV, the benchmark is Toyota Alpha, the actual product performance is worth looking forward to!
In terms of sales network, Lantu Automobile did not take the old road of traditional car companies because of the identity of the national team, but followed the development of the times and adopted a direct operation model that was easier to obtain the favor of users. At least I think this way of selling is much more convenient than traditional 4S stores. Because you look at the car, you don't have to deliberately plan your time to go to the 4S store in the suburbs or industrial areas every time. Lantu sales stores are mostly located in the business district, usually shopping can complete the experience of test driving, it is not fragrant? It is reported that Lantu has opened 43 Lantu spaces in 2021, covering 24 cities. This year, it is expected to increase to 105, covering 48 cities, and delivery service centers to 40 to achieve better service users.
In terms of performance and delivery, the only model currently on sale of Lantu Automobile, Lantu FREE, only began to be delivered in early August this year, and the monthly delivery volume has always been showing a momentum of selling better and better, from the beginning of hundreds of vehicles to 3330 vehicles in December, an increase of nearly 200% month-on-month, and the cumulative delivery volume reached 6791 vehicles. Although this achievement still has a lot of room for growth compared to the head of the new power brand, it should be known that they did not sell better than Lantu in the same period. Comparing the ideal fifth month's delivery volume horizontally, the sales volume is only 2622 units, so Lantu is also the fastest electric new brand to achieve more than 3,000 deliveries in a single month.
It is worth mentioning that not only the delivery volume has reached a new high, but the delivery efficiency of Lantu Automobile is also industry-leading. At present, the delivery cycle of major new power brands is quite long, not to mention Tesla, which has just increased its price and extended the delivery cycle, even if the ideal car in the same field is faster, it will take 7-8 weeks to deliver the car. Lantu may be because of the new brand of the national team, the chip supply problem has been alleviated here, but also in time to increase the production capacity, so that its current delivery cycle only needs 3-4 weeks, as long as it is a user who placed an order before January 10, the official can guarantee the Spring Festival premise car!
Summary: Having a national team identity can not only bring benefits to a new brand, but also make it subject to various restrictions and difficult to play lightly. From the performance of Lantu today, it has not been affected by its completion, and has also gone out of its own way, quite a sense of "the original can still do this", and gained the trust of nearly 7,000 users. And with the improvement of delivery efficiency, coupled with the decline of new energy vehicle subsidies in 2022, before the price increase of major brands, the new energy market will usher in a wave of sales boom, so I estimate that the market performance of Lantu in January will not be too bad, and even expected to break the new delivery record to become a hit, we wait and see!