Recently, the hardcore salon "Cloud" with the participation of senior automotive media people discussed the future prospects of the first phase of the Lantu MPV model - Dreamer, and the first MPV of the Chinese brand to enter the 400,000 price range was discussed very warmly by all parties, and I also expressed my views.
As a new car-making force under Dongfeng, Lantu Automobile's first MPV has aroused considerable discussion, and the core topic is whether Chinese brands can do a good job of a mid-to-high-end MPV. Does electrification give Chinese brands the opportunity to overtake in the mid-to-high-end MPV market?
In my opinion, if Lantu wants to break through in the electric luxury MPV market, the opportunities and difficulties are very large.
First of all, the opportunity of Lantu lies in the market and trend, and Lantu has great opportunities! The trend of electrification is obvious to all, and the MPV market is one of the few segmented blue ocean markets that has not yet been electrocuted in addition to SUVs and cars. Lantu was able to catch up with Wei Xiaoli and traditional luxury brands, taking the lead in launching this MPV product, which naturally occupies a certain first-mover advantage, which is very rare. After all, the first place in any market segment is often the easiest for users to remember, and the unprecedented card slot of MPV priced at more than 400,000 yuan has won a place for Dongfeng and Lantu to compete.
The second aspect, the challenge of LanTu is also unprecedented, and there is really not much time left for Lantu! After all, the trend is visible to everyone, this piece of cake will be quickly targeted by other brands, almost in the same month, may 20, dextap brand's first MPV will also be quickly listed, and the extreme Kr brand MPV will also follow. Competition in this market will also quickly become more intense than ever.
When you see the trend, can you grasp the trend and become the leader of the trend? I don't think so. Pioneers and martyrs are only one step apart. Becoming the originator of luxury electric MPV is first of all that you have to survive in the market to live for a long time.
As a new brand operated by a state-owned enterprise, Lantu has a natural disadvantage in user genes with Wei Xiaoli, and compared with traditional luxury brands, the brand premium ability and brand recognition are also dwarfed. Even compared with the pole krypton and denza of the latecomers, it is not dominant. From the brand point of view, Denza still has some Mercedes-Benz brands to endorse, and Ji Kr has successfully become a highly talked about Internet celebrity brand, and Lantu is still on the road in terms of brand.
I believe that luxury brands never sell cost-effective, but stories, stories that make users feel face, circles, and feelings.
This is an era of big explosion of technology, and new technologies are constantly emerging. A moment of intelligence and configuration of the lead will always be caught up by competitors, and the tonality and gene in the bones of the brand is imitable, which is the moat of the luxury brand.
Luxury brands should not be compared to whether they are worth the money, whether they are outstanding, whether they are wise. It is whether it can be expected by all and lead the way, which is what the originator should do.
Lantu launched a 400,000 MPV product, which is only the first step in the long march, and it is fundamental to create a brand that allows consumers to be fascinated, feel decent after buying, and be willing to send a show in the circle of friends.
Although it is difficult to create luxury, I personally sincerely hope that Lantu should really try and make a mistake and hit the south wall!