Once upon a time, 300,000 was the price ceiling of domestic cars.
In recent years, with the emergence of models such as Hongqi H9 and Tank 500, people have seen the dawn of the rise of Chinese brand prices.
However, in the price of more than 300,000, more new energy is singing the protagonist, Weilai ES8/ES6, ideal ONE, Xiaopeng P7, Extreme Kr 001, only the MPV field has not been too able to take the model.
With the advent of Landu's second car, the Dreamer, this situation will soon be broken. Known as the "Chinese brand MPV ceiling", the pre-price of Lantu Dreamer directly starts from 380,000, and the four-seat version has reached 600,000, taking into account business and household needs.
So is the Lantu dreamer a lonely warrior, or is he a bamboo in his chest?
Dare to sell expensive, the premise is to have a corresponding car buyer. It may be difficult for many ordinary home users to have a price of more than 300,000, but in the MPV market, it is a different scene.
If you look closely at last year's domestic MPV sales data, you will find that the mid-to-high-end MPV is almost rising year-on-year, while the cheap MPV is declining. Some people may say that Wuling Capgemini is only in its early 100,000 years, but it has increased by more than 30 times year-on-year, but this car can actually be seen as a consumption upgrade in the lower-end residential MPV market. After all, the continent is vast, and people from different classes have their own practical needs.
A well-known automotive portal recently conducted a survey on the MPV market, and the study pointed out that the MPV market in mainland China has generally gone through three stages: the embryonic period before 2010; the functional orientation period from 2011 to 2016; and the experience-oriented period from 2017 to the present.
There is no doubt that mpVs sell more for experiences now. The experience here can be an externalized influence or an internalized product force. To put it simply, as long as the MPV experience is in place, there are always willing and affordable consumers, which is an important reason why Toyota Alpha can have a high premium, selling a "star experience".
"Referring to the pre-price, is the Lantu Dreamer really expensive?" , this is a sharp question.
Although Lantu Dreamer is known as "Chinese brand MPV ceiling", and some people call it "domestic Alpha", from the perspective of price and consumer population, Buick GL8 ES (Lu Zun), Toyota Xena and Honda Alissen are more in line with the direct competitors of the 7-seat version of Lantu Dreamer.
From the pre-price point of view alone, the Lantu Dreamer is not cheap, and the high-end version of the Buick GL8 Luzun can break the wrist with it, and the Toyota Xena and Honda Elishen do not even have a price intersection (unless you say that the Xena markup). But talking about the price away from the experience is a hooligan, and it is too early to conclude whether the Lantu dreamer is expensive or not.
As mentioned earlier, MPV users care more about the experience, and "face" itself is part of the experience.
Whether it is compared with the mid-to-high-end MPV of its own brands such as Trumpchi and Chase, or the mid-to-high-end MPV of joint venture brands such as Buick, Toyota, and Honda, Lantu Dreamers definitely does not lose in terms of brand tone.
First of all, Lantu has been focusing on the high-end new energy market from the beginning, and the first car Lantu FREE is also above 300,000. The brands mentioned earlier basically have 100,000 best-selling products. Although this will increase the affinity of the brand, but for the high-end MPV, the disadvantages outweigh the benefits, just as no one wants Hermès to produce thousands of pieces of money.
Secondly, if you know Lantu a little deeper, it should not be difficult to know its origin with Dongfeng Motor. Although Dongfeng does not have as strong a brand appeal as Hongqi, it also has something to do with the "national team". When car buying is related to patriotism, things become much easier.
And compared with those who spend hundreds of thousands of dollars to try new forces, those who choose Lantu are more rational, and the latter has some car-making skills.
It's not enough to have face, but it's also necessary to keep up.
Everyone has their own evaluation of the design of the Lantu Dreamer, but I would like to say that at least it looks "expensive" enough. Even people who don't understand cars will not guess below 300,000 when they see it for the first time, which is enough for the owners of Lantu Dreamers.
Looking at the body size, compared with the mainstream competitors, the three sides of the Lantu Dreamer are almost completely crushed. A larger body can not only bring stronger momentum, but also better space, and space is also the lifeblood of MPV.
As for the interior and configuration, the high-end Lantu Dreamer will naturally not disappoint. From the currently known information, large-size triple screen, Qualcomm 8155 chip, 5G car networking, multi-color atmosphere lights, Dana audio, double-sided electric sliding door, front row heating /ventilation, second row heating/ventilation/massage, electric leg rest, air suspension and other high-end equipment are readily available, and the inside is also in place.
It is not uncommon for Chinese brands to "overtake in curves" through new energy, the most typical of which is BYD.
Once, by imitating toyota corolla, BYD F3 temporarily gained a foothold in the field of fuel vehicles, but the terminal price was only one-half of Toyota's. Seventeen years later, BYD's various DM-i models have achieved almost a complete dislocation blow to the joint venture brands, including Toyota, but the price is almost the same. So can Lantu Dreamers rely on new energy attributes to kill a piece of the sky in the mid-to-high-end MPV market?
Consumers who buy new energy models have no more than three reasons: the cost of use, the demand for green cards, and the quality of driving.
First of all, for the users of Lantu Dreamer, the cost of use is certainly not the primary consideration, after all, its price is placed there, at most it can only be regarded as the icing on the cake.
The second is the demand for green cards, if it is a corporate user, the license plate itself is a type of fixed asset, there is no need to deliberately choose a new energy MPV for the green card, unless it is out of the tail number limit as in Beijing; if it is a family user, it may be for the green card to choose a new energy MPV, because lantu dreamer consumers, the family has a high probability of having multiple fuel vehicles.
Finally, there is the quality of driving, which is also one of the core competitiveness of Lantu Dreamers. If it weren't for the range extender or purely electric form of power, it would be hard to imagine a medium- to large MPV weighing more than 2.5 tons that could break through the hundred in 7 seconds. Although Lantu Dreamer owners rarely use it to race, the thick power reserve is like a deposit in the bank, how can not be too much. Like Rolls-Royce's V12 engine, it doesn't use its triple success force 99% of the time.
In addition to the power reserve, the NVH improvement brought by the range extender or pure electric is also unattainable by the fuel MPV. Even toyota Alpha, which uses a hybrid system, will inevitably have sudden engine noise coming into the car, which is a detail that affects the experience. Therefore, in terms of driving quality, Lantu Dreamer gave the mid-to-high-end MPV a new design idea.
Seeing this, do you still think that the pre-price of the Lantu Dreamer is set high? Probably as its name suggests, there are dreams that make anyone remarkable. The author also hopes that more and more Chinese brands will sell more than 300,000, or even go abroad, after all, there will be miracles with courage.