Text\Blue Cham
With the rapid increase in the penetration rate of new energy vehicles, major manufacturers have increased the number of new energy models, as dongfeng motor launched a high-end new energy brand Lantu is no exception, after the launch of the first model Lantu FREE, Lantu's second model Lantu Dreamer also recently opened pre-sale.
However, what is surprising is that at the moment when Lantu FREE has not yet improved, the pricing of Lantu "Dreamer" is not low, the pre-price range of the Dreamer 7-seat version of the model is 380,000-480,000 yuan, and the 4-seat customized version is from 600,000 yuan, while providing two kinds of power, the extended range version and the pure electric version, from the price point of view, it can be regarded as the ceiling of the current domestic MPV.
But the question is whether such a price can be recognized by consumers? It's hard to say. In the view of "Auto World", its brand significance will be much higher than its sales significance, as far as the current market is concerned, although the segment of Lantu Dreamer is still a blue ocean, it is not without competitors.
With 400,000-600,000 in hand, who will buy a Dreamer? That will be a problem.
[01] The configuration is "stacked" into a ceiling, and the pre-price is not low
Some people say that the Dreamer's competitor is Toyota Alpha, which is equipped with a higher configuration than Alpha and the pre-price is only half of Alpha's, so the market prospects are worth promising. But this obviously ignores a point, that is, the current automobile market is not based on the number of configurations as the only consideration of sales, compared with configuration, brand power is actually more important.
If the single spelling configuration, I believe that the domestic car can not only pull down the joint venture competitors, but also dare to call the BBA for a new day. The reason why this situation has not appeared is because the car is a very complex commodity, in addition to the use value level, but also to consider the exchange value, of which brand power is an important embodiment of the exchange value. Talking about value aside from exchange value is undoubtedly short-sighted and narrow-minded.
In terms of products, Lantu Dreamer's vehicle length, width and height are 5315/1980/1810mm, wheelbase 3200mm belongs to the large MPV standard, power provides pure electricity and extended range two different power, of which pure electric models are equipped with front and rear power of 160kW, peak torque 310Nm drive motor, comprehensive maximum power of 320kW, peak torque of 620Nm, and the extended range version of the model comprehensive maximum power is 290kW, peak torque 610Nm.
In terms of endurance, the comprehensive cruising range of the extended range model under the working conditions of the new car WLTC will exceed 700 kilometers, while the pure electric version model will be 600 hectares, and the endurance performance is average.
In addition, in terms of technology configuration, the new car performs well, which is equipped with three triple screens composed of three 12.3-inch large screens, with an overall length of 1.4 meters, and supports L2+ level intelligent auxiliary driving system, and can also provide active night vision system, remote control parking, vehicle OTA upgrade and other functions.
The chassis features a combination of dual wishbone independent suspension + rear five-link independent suspension, active air suspension and CDC adjustable shock absorbers.
Since the new car has not yet been listed, it is not yet known whether the above configuration is standard, if it is standard, then in terms of product alone, its performance is quite OK, although the "high-end" on the brand has not yet been recognized, but the luxury of the configuration can be said to be "beyond doubt".
Of course, considering that the price and endurance performance of 380,000 yuan are not outstanding, the cost performance of the new car is not high, it belongs to the decent type, and it is difficult to say whether consumers will pay for it.
【02】30 minutes order exceeded 1,000, and the gold content needs to be verified
Interestingly, shortly after the release of the pre-sale price, LanTu official conveniently said that the pre-sale of 30 minutes, dreamer orders have broken thousands, how much such gold content, it is really difficult to judge at present, but if you refer to the gap between the order and the actual sales of Lantu FREE before, the performance of Dreamers is probably not optimistic.
Previously, Lantu FREE was officially launched in June last year, and after its listing, it was claimed to have won 3689 orders for 43 days on the market, but the actual sales volume was only more than 3,000 units since the delivery in August last year to November last year, and its cumulative sales in 2021 were only more than 6,700 units, just reaching 50% of Lando's sales target of 13,000 units in 2021.
Behind the poor sales volume, there are both factors of production capacity and product reasons, of course, it is also closely related to brand premium and recognition. According to the sales data of the Association, the cumulative sales of Lantu Automobile from January to February this year were only 2293 vehicles, and the average monthly sales volume was only more than 1,000 vehicles, and the performance was equally lackluster.
Therefore, in such a big environment, the launch of Lantu Dreamer, and the declaration of pre-sale 30 minutes of orders to break thousands, how much gold content can this have? Can new cars really sell well? It's hard to say.
Write at the end:
Of course, whether the sales of Lantu Dreamer can be popular is on the one hand, but it is undeniable that Dreamer has filled the gap of domestic MPV in the high-end and even luxury market to a certain extent, even if its sales may not be satisfactory in the end, but Lantu's courage to rush high is still commendable. New cars are also expected to be available in the near future, and we will keep an eye on them.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Lan Zhan, and the source should be indicated when reprinting)