3.2 meters wheelbase + air suspension, configuration pull full, Lantu Dreamer sells to whom?

On May 7, Lantu Dreamer was listed, of which the seven-seat version was priced at 369,900 yuan to 439,900 yuan, and the private customized version was priced at 639,900 yuan.

About the dreamer, the biggest controversy is to break through the ceiling of the price of independent MPV, the price of the entry-level version has approached 370,000 yuan, you know, the same is the positioning of the new energy vehicle of the medium and large MPV, SAIC Maxus MAXUS MIFA 9 starting price is 100,000 yuan cheaper than it.

Obviously, the starting price of Lantu Dreamer is often more than 300,000 yuan, which is rare in the field of independent MPV, and many people have questions about this, who does Dreamer sell to?

Dreamers focus on the home market and business use?

From the perspective of high-end electric MPV positioning, the audience of Lantu Dreamers is likely to be the same as the new high-end electric vehicles, which are the additional buyers of BBA users, or the replacement of mainstream brands such as Toyota and Volkswagen.

To say an interesting data, the ideal ONE nearly 90% of sales from multi-family families, the same Weilai ES8 user portrait, Weilai officially revealed that 80% of users are "children and fathers".

Dreamer and Ideal ONE, WEILAI ES8 positioning is different, but there is product interoperability: the same provides multiple layouts, the same high-end new energy products.

It is obvious that dreamers are more clearly biased towards home use, as well as the attributes of business cars, which just cuts the consumer pain point of the high-end electric vehicle market.

The design is biased towards commercial use, and the space meets the needs of the family

After talking about positioning, let's go back to the product itself. Dreamer is positioned for IKEA, so does it eat both ends in terms of design, space, comfort, and battery life?

First of all, as a commercial, the dreamer tried to achieve the rationalization of the appearance, and its overall style was biased towards the majestic atmosphere, such as the large-size straight waterfall type middle net and the headlight group, which had a relatively strong business atmosphere, and was enough to meet the face project of business use as a business reception.

Second, it's comfortable enough.

The Dreamer adopts a suspension structure with front double wishbones and rear multi-link linkages, which is rare in the domestic MPV market, and with the blessing of technology, it realizes the flexible turn of the big car.

At the same time, the Dreamer is equipped with an air suspension with a magic carpet function and CDC, which is also one of the most discussed selling points of the Dreamer. Needless to say, the advantages can improve the comfort of non-paved roads, and from the perspective of economy and practicality, the air suspension automatically reduces the height of the body at high speeds, reducing wind resistance and energy consumption.

Under the support of these hardware, it makes up for the lack of comfort caused by the high chassis of the MPV model taking into account the passability, while the commercial car itself is more comfortable. However, this configuration is not the standard of the whole series, and the seven-seat version of the "Dream" series and the private customized version can be owned.

Secondly, dreamers have enough space as a home.

In terms of body size, the width and height of the dream parents are 5315/1985/1820mm, and the wheelbase is 3200mm, far exceeding the mainstream MPV such as Volkswagen Weiran, Buick GL8, toyota Xena and so on. Combined with the extra-long two-row slide, basic front and rear passengers can find a comfortable sitting position.

Moreover, the Dreamer second row seats also have 70 ° large angle electric leg rests and a maximum rear rotation angle of 155 ° backrest, while equipped with sleeping headrests, with 3 levels of heating ventilation and massage functions, which fundamentally solves the comfort problem of long-distance driving.

From the choice of versions provided, the seven seats are biased towards the positioning of home use, and the price reflects the cost-effective home route. As for the four-seater (customized version), the main luxury riding experience, after all, is 200,000 yuan more than the top model of the seven-seat version, and the customization and service are played to the extreme.

It also achieves high-end with high configuration and high texture

The most common way to create product differentiation through more trench and full configuration is to create product differentiation in the high-end of independent brands. Dreamers follow the route of creating a high-quality experience with their own brands, and there are two points worth mentioning:

First, the Dreamer luxury configuration is full, such as the double-sided electric sliding door, Dana audio, starry sky roof, etc., the introduction of these configurations,

It has a multiplier effect on the creation of a luxurious atmosphere.

Second, the intelligent technology that does not fall behind includes the through-line triple screen design of the center console with a length of 1.4 meters, and the vehicle is equipped with qualcomm Snapdragon 8155 on-board chips, with a gigabit 5G network to enrich entertainment functions. In addition, the vehicle OTA upgrade function makes the vehicle commonly used and constantly new.

In terms of automatic driving assistance, Dreamer is equipped with 26 L2+ level intelligent driver assistance systems, which can realize functions such as automatic lane change of turn signals, automatic parking in all scenarios, remote remote control parking, etc., and the hardware equipment is hard-core enough, in addition to 7 cameras, 12 ultrasonic radars, and 5 millimeter wave radars.

We all know that the configuration is ultimately designed to serve the drivers and passengers, such as the extreme Kr 001, the ideal ONE and other high-end electric vehicles can be successful, part of the reason is from the higher configuration performance than the same price model, which can give the people in the car a better sense of experience. Undoubtedly, Dreamers create a high-end trump card, which is also to provide a high-configuration, high-quality service experience.

How does it perform in terms of pure electricity?

Dreamer is positioned as an electric luxury flagship MPV, providing a low-carbon version (intelligent multi-mode drive) and a 0-carbon version (high-performance pure electricity) two power modes.

Among them, the 0 carbon version, that is, the pure electric version of the model, is equipped with a front and rear dual motors with a maximum power of 160kW/160kW, a peak torque of 620N·m, and a 100-kilometer acceleration of 5.8 seconds, which is placed on a medium and large MPV weighing more than 2.5 tons, which is already quite good.

The Dreamer Intelligent Multi-mode Drive Edition is equipped with a front motor with a maximum power of 130 kW and a rear motor with a maximum power of 160 kW, dual motors with four-wheel drive and a maximum torque of 610 N·m. In terms of engine matching, a Dongfeng self-developed 1.5T four-cylinder engine was installed, with a thermal efficiency of 41.07%.

In fact, for non-industry insiders, seeing that these data are not too big a concept, we can refer to buick GL8 and Volkswagen Weiran, Buick GL8 equipped with 48V light hybrid system version of the maximum power of 174kW, maximum torque of 350N·m, Weiran high-power version of the maximum power of 162kW, maximum torque of 350N·m.

In terms of battery life, the Dreamer low-carbon version of the WLTC has a cruising range of 750km, the 0-carbon version of the standard CLICTC has a cruising range of 475km, and the long-running version of CLTC has a cruising range of 605 km.

Write at the back:

Domestic cars are difficult to sell at high prices, and they may be used to break them when placed on new energy vehicles.

The reason is that consumers have a higher acceptance of domestic high-end new energy vehicles, and from the perspective of the ideal and Weilai audience, this part of the user is mostly additional or exchanged, their sensitivity to price is not so high, and they care more about the comprehensive performance of the product, including performance, luxury, space and so on.

And the Dreamer is large enough space, rich configuration and good power, as a home there is no obvious shortcomings. For business reception, the Dreamer's atmospheric appearance, high comfort and excellent sense of luxury are also enough to meet their needs.

The challenge of the dreamer is that the current domestic market MPV volume is small, according to statistics, in 2021, the overall sales of MPV accounted for only 5.4% of the national passenger car sales, and the MPV market is relatively conservative, the later dreamer to let this part of the population accept the domestic high-end MPV, it is estimated that it also needs to make some efforts in marketing.