The author | Nie Yiyao
The source | Auto Grand view
"Life is a sea, the tide rises and falls. The wear and tear in your eyes, the laughing stock, the guilt, is my heroism. ”
In "Life Sea Sea", the Mai family said that when a person walks through the life of entanglement in the times, there will always be some things that make them move forward alone, that is, the luck born in despair, and the morality that is outstanding in hardship. He knows how to shine in the scenery, and he knows how to live in humility.
The Mai family let us push open the door of our hearts and see ourselves. And we pushed open the door of the surging new energy automobile industry and saw Lantu.
Heroism of The Lantu
Time rewinds to 2020, and the Dongfeng H Business Department that has been circulated in the media has gradually unveiled the mystery. At that time, Dongfeng wanted to do its own brand of new energy vehicles, in fact, it did not have to be Lantu. If it has to be Lantu, you also don't have to start with 300,000+, this level of high-end positioning, doomed to a long road ahead, nine deaths.
But Dongfeng is the creation of Lantu, like the lighthouse summoning mission, Lantu is the heroism of Dongfeng.
Some people are worried, some people are criticized, and some people are watching from the sidelines. Dongfeng joint venture strong, independent weakness has a long history, in 2020 the outbreak of the epidemic, the car market is sluggish, high-end brands turned out to be born at an inopportune time, not to mention that the new forces of car manufacturing are in the front of the bloody war, how can we allow raw faces to easily step on.
There is a sentence in "The Sea of Life": "Life has destroyed him, but it has also allowed him to cross the fear of life and death and the coldness of the world, and become a great enlightenment, laughing and proud of the rivers and lakes." ”
It is true courage, it gives birth to heroism, and it is also responsible for it to the end, which translates into firm and rapid action.
In July 2020, the Lantu brand was launched, the first concept car was released at the Beijing Auto Show in September, and the first mass-produced lantu FREE in December was officially announced, followed by the start of nationwide real-vehicle testing. In March 2021, Lantu FREE online booking was opened, officially listed and offline in June, the direct flagship store opened synchronously, and began to be delivered to users in July.
From the birth of the brand to the delivery of the real car, Lantu took only one year. From the first land-to-line 10,000th landed, it took only 205 days for land-map. In just one year, Lantu FREE Extended Range Edition, Pure Electric Edition, Pure Electric City Edition, Lantu Dreamer came out in an orderly manner. In just one year, Lantu directly operated stores covered more than 50 stores in 22 cities across the country, and Lantu exhibition halls covered more than 100 in 30 cities.
Lan Tu interprets heroism and also shows firm and rapid action. Hard work and hard work, concise and clear, deserve everyone's respect and affirmation.
More advanced products
What kind of products does Heroism Lantu provide to users?
Positioning as a "zero-anxiety high-end smart electric brand", the starting price of 300,000+ is destined to be recognized by Lantu, but it is the most difficult to be flattered.
They are different from the high-end brand consumers in the fuel vehicle market, and you can't simply classify them as the same group. Compared with the mature brand position of fuel vehicles and their distinct brand tone, the high-end brands of electric vehicles are still in the chaotic and fierce race for the position.
No one knows how the high-end electric vehicle consumer group should be classified into portraits, and everyone can only feel the stones to cross the river, do their best to create their own advantages, and attract their own users. Tesla strives to lead the intelligent, Weilai to do enough user operation, the ideal to target the grandfather, Gaohe is the trench, and Lantu what?
Lantu wants to provide users with more advanced products of the same level in 300,000+ models. Making users feel more worthwhile is the basic quality of heroism Lantu who feels sincere in hospitality.
Lantu took the lead in using air suspension in the 300,000-level electric vehicle, which is a move made by Lantu in order to give users more advanced products in addition to the launch of the extended range version of the product to achieve zero anxiety for users.
Air suspension is mostly used in models of more than 500,000 or even millions, and with its obvious comfort advantages, it has become an advantageous condition to support luxury. Landu uses air suspension for 300,000-class models, so that landset FREE equipped with air suspension can realize the adaptive high and low adjustment of the chassis up and down 100mm, matching five driving modes of economy, comfort, high energy, outing, and customization, and the chassis ground clearance is: economy/comfort mode 163mm, high-energy mode 133mm, outing mode 213mm, welcome mode 116mm. Different driving modes, different chassis heights, so that the vehicle in different road conditions, can get the most excellent chassis tuning and the most comfortable driving experience.
How far Away Lantu is from success
We aspire to success because success is so hard. When everyone sets out, they can only welcome a few people to be satisfied.
The fiercely competitive new energy vehicle track, how far is Lantu from success? The answer, perhaps, is how hard it is right now, how far it will be to succeed.
Official delivery began in July 2021, Lantu's sales have been steadily rising month by month, reaching 3,330 units in December 2021, ranking fourth in sales of high-end electric SUVs that month.
However, in 2022, when entering the market is more turbulent, Lantu's sales have begun to usher in a cruel test. In January 2022, Landu sales fell back to 1553 units, and adjusted again in February.
In fact, the decline in sales since the beginning of this year is the overall adjustment of the entire market. Including Weilai, Xiaopeng, Ideal, Nezha, Zero Run, which are new car-making forces with good voice and sales in 2021, sales in January and February 2022 have declined to varying degrees.
However, compared with the ideal and Weilai brands, which also have a starting price of 300,000+, the sales decline of Lantu is still significantly higher than the first two. This is the hidden worry of Lantu, or the place where Lantu is weaker, and the brand appeal is not strong.
Lantu has a good product force, a rapidly rolled out sales channel, but also a strong resource advantage backed by Dongfeng, a strong sense of action. Only the brand power that was born less than two years ago appears to be immature and weak, which affects the sales climb of Lantu to a certain extent, and also makes it appear weak in the fight against market shocks.
In the 300,000+ high-end electric vehicle segment, Weilai has experienced the life and death test of "living in the ICU", and the ideal has also stumbled through a series of crisis public relations. Perhaps this has told Lantu that before touching on success, those tests and experiences about brand growth are inevitable.
If this is the case, Lan Tu can eat the reassuring pill. Since there are fierce tigers in front of you, and you are destined to be a hero, you should cut through thorns and bravely move forward.