The era of branding has quietly arrived, and many cities have tried to create their own unique positioning and labels, but in the actual operation process, a set of imagery that tends to be homogeneous has been produced.
This is a bit like a hundred flowers of new energy vehicles, strangely, every car company wants to try to express their differences with other friends, but many products seem to be trying to express that they are as smart as competitors and are as charged.
Therefore, if we want to become one of the "Internet celebrities", whether it is a city or the marketing of new energy products, it seems that we should think more about how to narrate the story of "big differences and small differences" to find and create a unique "IP".
To cite a few more successful examples, Zhangjiajie's glass trestle, Chongqing's cyberpunk impression, Xi'an's Big Wild Goose Pagoda Light and Shadow Show, including Wuhan, which has been deeply affected by the epidemic, quickly found the positioning of "cherry blossom capital", and after the hot dry noodles, helped the city gain a wave of attention again.
The new energy brands of Weilai, Xiaopeng, and Ideal have become representatives of the circle with service, intelligence, and user thinking, respectively, and the awakening of "brand marketing" is reflected behind them.
At this time, the author can't help but think, when will Lantu Automobile, which was born in Wuhan, find its own "sakura IP"?
The origin of the thinking is very coincidental. Two days ago, I happened to be in Wuhan for the Sakura-themed test drive of Lantu FREE.
Lantu should be called an independent brand upwards, creating a high-end new energy brand is one of the few successful cases. The data shows that the first car Lantu FREE in June 2021 was listed to january 21, 2022, the 10,000th Lantu FREE officially rolled off the production line, compared with the new forces that are difficult to produce into habits, the speed is really amazing.
But what exactly is Rantu? What is its positioning?
This kind of problem in the brand release, until the first model more than half of the sales, the second model is about to be baked in the brewing, it is reasonable to say that it should have been more popular, there is nothing to gossip about. But at least until this test drive, I insisted that what Lantu lacked was never product-level performance, but a clear label, a memorable point that could instantly remind the brand of specific words when mentioned.
In fact, unlike the "new forces" of car manufacturing, Lantu likes to use "new strength" to position itself. Although this concept seems broad and vague, it has to be said that the sincerity of the manufacturer has set a good tone for the first product, Landu FREE. The so-called high-end is not a shelf, the pricing of the high point is so simple.
In terms of appearance image, Lantu FREE is already a tall man, a set of fresh designs integrated into the bionics of fish skeletons; the three rows of 6-seat atmospheric bodywork are hard-made into a 5-seat model, which brings cross-level rear space and trunk storage capabilities.
The interior of the cockpit is also further exploring on the road of "self-created high-end".
Not to mention the lifting screen that runs through the entire central control area, what is unique about the improvement of the sense of ceremony. Lan Tu first thought that "soft bag" is a good way to improve the sense of grade. It is no exaggeration to say that as long as the places in the carriage can be touched, it is soft materials, including plastics. The seats and door siding are almost covered with leather, and the texture and touch are somewhat ABB luxury car feel.
In addition, in terms of configuration, just focus on the left half of the steering wheel to get a general idea. ACC adaptive cruise, blind spot alert, lane keeping and other L2 level driver assistance features are available. The luxurious and comfortable configurations such as Danna audio, front row partition interactive intelligent car machine, seat massage, and dimmable panoramic canopy are concentrated on a model priced at 300,000 yuan, giving people a surprise of leapfrogging.
In short, these visible and tangible experiences make the "high-end" that Lantu FREE wants to define effective, if it is scored, I am willing to give 80 points, and there is a surplus of 20 points, which is to leave some room for evolution for the second MPV dreamer in the back.
However, the so-called high-end is not only the size of the material grade and the scope of use, but also a kind of exclusive charm to create. In the words of a woman, "I bought LV to go with the genuine letter print, not for the calfskin."
And this more in-depth test drive, the activity side specially arranged a round-trip route of nearly 300 kilometers, passing through highways, urban roads and suburban mountain roads and other scenes, perhaps let me find some answers about the unique features of Landu FREE - strong inclusiveness.
For example, it is the only model in its class that has both pure electricity and range extender power.
Now the personality of many new energy SUVs is usually split, or like to do special sports, such as Tesla and Xiaopeng, with the natural acceleration advantages of the motor, with performance, driving control as the selling point, or like to make the chassis soft to do, such as Weilai and ideal, to cater to the fathers' pursuit of comfort. So what Lan tu FREE wants to do, obviously both qualities are required.
The bottom line is that it is the only SUV with self-developed air suspension at the 300,000 yuan level, which can achieve 100mm adaptive height adjustment up and down. After the driving mode was adjusted to high-energy mode, the air suspension was reduced, the chassis height was only 133mm, the center of gravity was as low as that of a sedan, and the corners were more stable and confident. When switching to outing mode, the air suspension rises, the chassis height is 213mm, and it is good to climb over the mountains.
For example, in terms of performance experience, Landu FREE is very aggressive, is a 700 horsepower, accelerated 4 seconds of medium and large SUV, the configuration of the front double wishbones is not difficult to see that it has a pursuit of handling, but Landu FREE may also be one of the most robust new energy SUVs I have experienced in the past two years. In the case of its ESP, it is extremely cautious, as long as it feels that the tire is slightly agitated, it immediately cuts off the power and allows the body to settle down.
Purely from the perspective of driving pleasure, I think it is possible to be a little more hilarious, but from the perspective of "safety", the biggest enemy of promoting new energy vehicles, these electronic security systems are conscientious.
To tell the truth, after this test drive, I still could not find the exact label of cherry blossoms in Wuhan in Lantu FREE, but felt that it was a product full of "contradictions" everywhere.
But the so-called contradiction here is not a pejorative meaning, but shows a strong inclusiveness. Landu FREE does not have the endurance anxiety of a single pure electric drive, nor does it provide a single range extended drive, which is understood as a "transition" product. It is neither an athlete of this level nor the most comfortable Daddy Harbor, but it can take care of both ends, and the scene must be the richest one. At the same time, it has both the intelligent technology of the new forces and the safety and quality that are born out of tradition. While none of them are unique to the industry, it's hard to find obvious weaknesses in it. In the end, a strong inclusivity is formed, but it can meet the needs of users with different needs, which is in line with the consensus of most people.