To say which car company marketing road in 2021, Lantu Automobile may be on the list.
Don't look at the establishment of Lantu only half a year, its marketing has been doing all the way, many traditional car companies marketing leaders are ashamed of themselves.
For example, in the middle of October last year, the "Zhiyin" cruise ship was heavily invested to hold the "First VOYAH NIGHT Lantu User Night"; in 2022, the cross-Chinese New Year's Eve held hands with Luo Fat and packaged the Internet celebrity program "Friends of Time"; the Spring Festival Gala of the Year of the Tiger and Jingdong cooperated to send out the two-year use right of Lantu FREE.
Oh, and at the beginning of this year, Lantu achieved a five-star C-NCAP safety score. Although the title given by the "five-star wholesale department" is nothing to show off, Lantu actually took users to the scene to watch, and the follow-up was widely reported, making a lot of noise.
I have to say that Lantu debuted on the Internet celebrity route, which weaves a beautiful dream for users and consumers.
However, compared with the title of marketing ghost, lantu's product quality is different. In the words of many people in the industry, it is like a layer of window paper, which is broken when it is stabbed.
When he debuted, he was deeply involved in a quality crisis
On January 28, a number of industry media, including Interface News, Sina Finance, Jinan Traffic Broadcasting, etc., reported the lantu FREE stall incident that caused a sensation in public opinion, which was also the first failure incident that attracted great attention since the listing of Lantu FREE.
On January 27, netizens with the weibo name of "Scorching Heart V" posted a video saying that the Landu FREE that he had just purchased at the end of last year had a sudden power outage in the case of only one month of driving, and then the direction was lost, the power system was lost, the direction was locked, and the vehicle was directly parked in place.
Subsequently, the car was towed to the designated location in the local Landu for maintenance treatment, and the owner was told that the car's electronic control and the high-voltage relay in the battery pack were damaged, resulting in a power outage.
For the handling attitude of Lantu Automobile, the owner is also indignant.
Although Lantu Auto responded that it was already discussing follow-up solutions with car owners, an investigation team was set up for similar problems. However, according to the new three-pack law implemented in 2022, Mr. Zhang's situation meets the criteria for returning the car, but this appeal was rejected, and the official solution is only to disassemble the battery motor and install new accessories.
It is worth mentioning that the above quality defects of Lantu FREE are not accidental, and similar situations have been reported in many parts of the country.
Entering the corresponding keywords in the major automotive vertical website forums and third-party complaint platforms can be seen that many car owners have reflected similar problems in Landu FREE. Mainly for the electric drive controller failure, engine failure lights on, assembly process is not refined, etc.
For example, the three Lantu FREE car owners with complaint numbers of 690441, 686700 and 677948 respectively reflected problems, such as electric drive controller failure, mileage is inconsistent with publicity, glass leakage, and the situation is similar to the above Jinan car owners.
The merit-seeking mentality harmed Lan Tu
As we all know, complaints about product problems are often proportional to model sales, and the more models sold, the higher the chance of being complained about. In other words, the larger the denominator, the smaller the molecule.
But what is the denominator of Landu FREE?
According to the official release of the news, as of December 2021, Lantu Automobile has delivered a total of 6791 Lantu FREE vehicles. That is to say, in the case of only delivering such a few cars, there have been many cases of car owner complaints, if the late delivery volume comes up in large quantities, will there be more cases?
In addition, the factor of time must also be taken into account.
But all the small partners who have mixed with the automobile circle know that a new car is introduced to the market, usually after a year or two, product problems will be exposed one after another, and at the moment of 2022, with the overall improvement of the domestic automobile manufacturing level, this time may be longer.
However, for Lantu FREE, it was just listed in June 2021, and it was only more than half a year, and it should not have erupted so many problems at the moment. What's more, Lantu FREE was born as a standard "rich second generation", Dongfeng raised 11 billion yuan to build it, and the press conference said that the most stringent standards were used to build.
However, the reality has been placed in front of the eyes of the world, Lantu FREE not only appeared in the vehicle sudden power failure, direction loss, power system loss, direction locking such fatal injuries, and even the majority of netizens in the forum reflected the front windshield leakage, seat seam cracking and other quality control problems, it is difficult to match its 300,000 + high price.
Too fast speed ignores the persistence of quality, just like the special historical period in the fifties and sixties of the last century, a certain place reported how many pounds of mu production, a certain place refined thousands of tons of steel, and opened the newspaper is all good news.
Landu FREE is also like this, opening social media is full of good news. What "Lantu's 43 days and 3689 users", "205 days to break 10,000 vehicles, 4 months to deliver 6791 units, endurance of 860km, Lantu FREE can play", "last year's cumulative delivery of 7000 new cars, Lantu plans to build a store this year to break 100"...
Just like many people in the industry worry, impatient to eat hot tofu, LanTu's movement is too fast, driven by the mentality of asking for credit, eager to show the public bright results, but angels and devils are often in a single thought.
Watch Lan Tu act well
On October 16, 2021, Landu held a VOYAH NIGHT Lantu user night on the Yangtze River, and Landu CEO Lu Fang also played a warm card at the media interview meeting, saying that he wanted to share a boat with users.
Is what Lou is saying sincerely, or is it just talking?
In fact, just three months ago, many early adopters and intended consumers were still spitting bitterly on major auto forums and pouring out their helpless encounters.
However, near the delivery, it was found that it was equipped with a well-off old sfg cast iron EFI engine, and did not use the so-called ESSA platform, and the core parts were intact using 20 Xilis components, and it has been discontinued.
After user feedback, the official did not give a positive response, threw the pot to the media and users, saying that it had never been publicized. Similar encounters of "hanging sheep's head and selling dog meat" abound on the Autohome Forum and the Aika Car Forum, and interested partners can spend their own time.
What makes people helpless is that from July last year to the present, the owners of the car have waited for the official reply of Lantu, but Lantu has always been like an ostrich, burying his head in the sand, as if this thing had never happened.
Now recalling the scene of the Zhiyin Dialect Lantu on the Yangtze River is also quite ironic. On the one hand, the Yangtze River is singing and dancing, talking about the supremacy of users, and putting users in the heart and putting them first; on the other hand, they ignore the user's demands, and the horse runs and dances, as if this thing has not happened.
It is no wonder that many netizens can't help but sigh that Lantu has spent so much money on marketing, it is really better to save a little to improve product quality, face everyone's demands, and do a good job in the product.
【Conclusion】 The identity of the national character head car, the strange marketing method, really made Lantu FREE a fire, and the popularity is not lacking. However, in the face of more important product quality, Lantu has lost. 2022 will be a key year to determine the future direction of Lantu, will the product quality failure be further magnified? How many deliveries will be achieved? Maybe this time next year, time will tell.