Lantu Dreamer Listing: Is it a dream, or a fantasy?

Text\Blue Cham

A few days ago, Lantu Dreamer was officially listed, and the new car was priced at 369,900-68.99 million. As the second model of Lantu, Lantu Dreamer also undertakes the heavy responsibility of injecting sales vitality into Dongfeng Lantu.

After all, the monthly sales of Landu FREE, which has been on the market for more than half a year, are only more than a thousand units, which not only makes Landu CEO Lu Fang's goal of selling 13,000 vehicles a year fail, but also makes Lando's goal of "selling 46,000 vehicles and producing 48,000 vehicles" this year become a difficult task. Therefore, in this context, Lantu Dreamers assume the role of playing an important role in supporting sales.

But the problem is that in terms of the market segment, product performance and Lantu's own brand recognition, the possibility of it winning too much sales is not too high, to some extent, the dreamer may only stay in the "dream" stage.

[01] The market pressure is very large

First of all, as far as the general environment of the MPV segment is concerned, the market demand for this segment is not strong. It is not denied that the high-end new energy MPV segment of more than 360,000 that Lantu Dreamers cut into is still a blue ocean, but this also means that this market is relatively niche, if it can not be a hit, then it is tantamount to stepping into the "Dead Sea".

Sales statistics from the MPV segment in March show that the cumulative sales of the MPV segment in March were only 72,000 units, down 33.2% year-on-year, much higher than the sedan and SUV segments.

At the same time, specific to the MPV subdivision of more than 360,000, only the Buick GL8 and GAC Toyota Racing two joint venture cars can barely get their hands on it, but the proportion of models priced at more than 360,000 in these two MPV is also rare.

In horizontal contrast, the pressure on the market environment faced by dreamers is evident. Even if Dreamer can gain a place in the TO B market with its independent identity and high-end new energy positioning, its contribution to lantu's overall sales is probably only a drop in the bucket.

【02】The products are mixed

Leaving aside the general environment of the MPV market segment, in terms of products alone, Lantu Dreamer is also an advantage and a slot point. Its advantages are obvious to all, the attributes of new energy vehicles have the advantages of natural unlimited license plate, unlimited number and energy saving and environmental protection; the rich L2+ level intelligent configuration can also be called the configuration ceiling of the MPV session; the 5315mm length is where it is called the large MPV, and the aura must be pinched.

But the groove point is also very obvious. One is that the price is too high! Needless to say that the customized version from 639,900, in terms of the seven-seat version of 400,000 or so, has entered the price range of luxury cars, and has also overshadowed the ceiling of the current commercial MPV Buick GL8, although the configuration is rich but will also be eclipsed in the face of high prices.

The second is that although it is a new energy MPV, but the space advantage of the Dreamer is not obvious, the larger battery pack and the front and rear dual motors squeeze out more use space, even if there is more than 5.3 meters of car length, but also let the Dreamer's room rate is not as high as the Buick GL8, and for those who choose high-end MPV travel, especially for business purposes, space is absolutely just needed.

In addition, the Dreamer's own endurance performance is not outstanding, the data shows that the new car WLTC under the conditions of the extended range of the model comprehensive mileage of more than 700 kilometers, while the pure electric version of the model is 600 gong, the endurance performance is indeed average, which may be closely related to its nearly 2.6 tons of weight.

As for the official claim that the pure electric drive 100 km acceleration 5.9 seconds, the range increase 100 km acceleration 6.9 seconds and other driving control pleasures, for a high-end positioning MPV, it is an obvious product excess, just imagine how many consumers will take an MPV to play control and acceleration? This is not much use other than raising prices and creating gimmicks, and it is also a chicken rib-like existence!

【03】The brand is mentally insufficient

Whether it is Dongfeng Lantu or any brand, it is not that it can be high-end, and it is impossible to seize the share of consumers' minds by stacking configuration or setting high prices, especially at the moment when consumers are becoming more mature.

Specific to Lantu, has its high-end brand positioning been recognized by the market? I think the answer is obvious, and the dismal sales of Lando FREE are the best examples.

In fact, high-end brands are by no means reflected in products and high pricing, but in various aspects such as R&D and production supply and marketing, customer service, after-sales treatment, and brand reputation. For Dongfeng, which has not yet operated a low-end brand, it is not incomprehensible to want to operate Lantu well.

An interesting detail is very interesting, as a high-end brand, but also a new energy brand, Lantu even began to use the traditional way of franchise stores to develop marketing channels, which is also contrary to our general understanding of Tesla, Weilai, Ideal and other new energy brands with better sales to adopt a direct new retail model.

After all, with one more franchisee, the direct contact between consumers and enterprises will also be affected, can the sense of luxury experience be satisfied? Is there a routine in the sales process? How can channel costs be profitable to consumers? will be a problem. The use of franchise may be to alleviate the current low sales volume and the embarrassment of too few outlets, but it is also a big hidden worry for Lantu.

Write at the end:

Rome is not built in a day, a brand, especially a high-end new energy brand to build a synergy in all aspects, from the current sales results and market recognition, Lantu obviously rushed high unsuccessful, even if the dreamer has been listed, I am afraid it is difficult to change the current lantu dilemma, with the intensification of competition, the window for the rapid rise of lantu is probably not much, for lu fang, You Zheng and other executives who blocked the honor of the second half of their careers, they will also face more challenges.

(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)