At that time, perhaps no one would be optimistic that the ideal ONE would succeed. After all, when you combine the elements of a new brand, a range extender hybrid and a price point of more than 300,000 yuan, I believe that few people will be optimistic about its development.
From the perspective of brand effect, the ideal ONE is lacking; from an engineering point of view, range extender hybrid is not a great thing, or even a new thing, but a technology that has been abandoned by many manufacturers. From the perspective of marketing, there are many people who sing the ideal one, and Internet scolding wars occur from time to time. But this does not affect the market performance of the ideal ONE, and does not affect the quiet success of this brand and model that has been looked down upon.
In fact, in today's gradual transformation of the market, there are many similar companies and models, and the Lantu Dreamer, which was recently listed, is such a model. At first glance, it has too many similarities with the ideal ONE, so can it replicate the success of the ideal ONE?
The success of the ideal ONE is considered by many to be the precision of its positioning. At the same price, to find an SUV model that can be green card, no battery life anxiety, and large space 6-seater, it is not the ideal ONE. After all, the market is not decided by the media and engineers, but by consumers, and as long as the demand appears, the transaction seems reasonable.
Similarly, within the price range of Blueprint Dreamers, you really have a hard time finding a model with a similar positioning. 36.99-68.99 million yuan this extremely broad price range, even MPV models are not much, rough statistics are a total of 17 models, of which only 5 can be on the green card, in addition to LEVC and Lawrence two domestic consumers do not know the brand, there are only 3 models left, respectively, Lantu Dreamer, and SAIC Maxus MIFA 9 and EUNIQ 7.
But in essence, these three models do not constitute a very direct competitive relationship. In addition to a certain overlap in price, Lantu Dreamer has obvious advantages in both endurance and performance. And as a new car, the Dreamer has a clearly higher freshness for consumers.
In simple terms, the Dreamer model is completely opening up a whole new market segment, just like the ideal ONE, there are almost no direct competitors.
There is a problem to note here, unlike the ideal ONE, the Dreamer is an MPV model. In China, in more cases, MPV appears as the second or even third car in the family. The high positioning of the dreamer allows him to screen out a considerable number of consumers and directly target the target customers at the middle and high-end consumer groups. In other words, if a family can use a budget of between 370,000 and 700,000 yuan to buy an MPV model, then the family must have a more expensive staging model.
This reveals a message, that is, the family is likely to no longer need to prove their "face" through the brand, but can focus more on the product itself. Because of this, the interior luxury of the Dreamer is the highest MPV on the market at present, and if it is not the best, it will inevitably be among the top. That's why I would say that dreamers have a very precise positioning.
The market share of MPV has been tepid in China for many years, and the emergence of this situation is often related to national conditions. When it comes to MPV, the reaction of many Chinese people is "driver", which also reflects a message: in the eyes of the Chinese, MPV does not represent low-end, but high-end - the person who drives this car is not necessarily high-end, but the person who sits in this car must be high-end.
But at that time, China's development was not so fast, and it was not easy for many families to own a car, let alone buy an MPV that might make others feel like a driver? In fact, we can fully refer to the current MPV sales list, in addition to the Wuling Hongguang as the leader of the emphasis on commercial attributes of the MPV, can be at the top of the list and have household attributes of the MPV, almost the price is not less than 200,000 yuan.
Moreover, the liberalization of the national fertility policy has made it possible for many families to have more family members smoothly. For families with better families, adding members is basically equal to buying a new car. That is due to the requirements for the quality of family members' travel, it is very natural to consider better quality models. Most of this group of people is concentrated in first- and second-tier cities, which are basically limited by the number limit - so it is natural that dreamers who can get on the green card and are in the budget consideration appear in the eyes of this part of the family users.
Therefore, from this point of view, MPV will not only not be a stumbling block for dreamers, but may be its stepping stone. What's more, in addition to positioning, Dreamer's own product strength is not weak. Purely from the paper data, the Dreamer is not inferior to the rest of the models on the market, whether it is performance parameters, configuration quantity, intelligent performance, etc., and even has many leading places.
Of course, as mentioned earlier, the market is ultimately decided by consumers, not by the media or engineers. From the perspective of market performance, there are new cars in the MPV market, but the market share has been difficult to really expand, even if it is the "flat thunder" of Xena, it has not completely changed the scale of the domestic MPV market.
Therefore, if it is from the perspective of cars and SUVs, the dreamer is likely not to reach the level of "explosion" or "hot sale". But if the scope is recalibrated into the MPV field, I personally think that the Dreamers have a great chance of changing the existing MPV landscape and grabbing food in the "tiger's mouth" of models with similar price points such as the Buick GL8 and Xena.