At the 2021 Guangzhou Auto Show, Sohu Chairman Zhang Chaoyang was impressed by the Lantu Dreamers and claimed that if the final price did not exceed 800,000, he would blindly order one.
On May 7, 2022, the car was finally officially launched, with a seven-seat version priced at 369,900-439,900 yuan and a private customized version priced at 639,900 yuan. In a word, no more than 800,000!
Therefore, at the time of the listing conference, Mr. Zhang Chaoyang also made a cameo as the owner of the private customized version of Lantu Dreamer, sharing his understanding of the dreamer and also sharing his car experience.
In addition to him, there are two other cameos. The first is cao Xue, the designer of the ice pier of the mascot of the 2022 Beijing Winter Olympics, who chose the seven-seat version of Lantu Dreamer for himself; the second is Wan Lin, assistant general manager of Mango TV, who is the corporate user representative of Lantu Dreamer, who was used as the official designated car in the variety show "Sound and Life".
However, the above three representatives of different user groups are only a drop in the ocean. According to the official introduction, after the Lantu Dreamer opened the pre-sale on April 7, the 30-minute order broke 1000, and the 3-day order broke 3000, and as of the day of the press conference, it had received more than 4000 orders.
For pricing, Landu Auto is very courageous. Whether it is a starting price of 369,900 yuan or a customized price of 639,900 yuan, it has broken through the price ceiling of Chinese brand MPV models.
For products, Lantu Automobile is more courageous. They think such pricing is great value for money, and they also think that Lantu Dreamer is the number one in the world.
"The existing MPV has poor shock absorption, weak power, poor control, small space, the third row of space is not humane enough, and user needs are not met; whether it is business travel or family travel, consumers want to take into account comfort and safety; the market lacks an electrified and intelligent MPV." At the press conference, Lu Fang, CEO of Lantu Automobile, said so.
Therefore, Lantu Dreamer is a new species, a "revolutionary" work, to fill the gap in the market, to lead the development of the industry. In the name of "Dream", it represents everyone who has a dream and represents a movable dream home.
Based on the ESSA architecture, Lantu Dreamer has a large screen, Qualcomm 8155 chip, which is said to be intelligent; has a high-strength cage cockpit skeleton, all-scenario battery protection system, which is said to be safe; has air suspension + CDC, dual motor four-wheel drive, which is said to be controlled; has a 3200mm large wheelbase, zero gravity seat, which is comfortable.
The world's first electric luxury flagship MPV; the pioneer of the intelligent electric luxury MPV; the world's first MPV based on the dual-power high-end native electric architecture; the world's first new energy MPV equipped with air suspension + CDC, with magic carpet function...
Lantu Dreamer is indeed "the first in the world", but it is only a little fixed. Come to think of it, this should also be counted as the "courage" of Lantu Car, but behind the courage, there are also some "weaknesses".
The front of the car occupies a relatively large proportion, encroaching on part of the cockpit space, whether it is a seven-seat version or a four-seat version, it does not really reflect the advantages of 3200mm super wheelbase; the third row of seats can not be fully folded and flattened, and the expandability of the trunk space is relatively limited. Focused on power and intelligence, the Lando Dreamers aren't great in terms of the most important cockpit and space of MPV models.
In response to these two questions, Lantu officials also gave a response. The front of the car is long because of the addition of a collapse structure, and the third row of seats is not flat because of the body structure for high-speed rear-end collisions underneath. In short, everything is for safety.
This explanation is not unreasonable, but it is still difficult to hide the problem of its less inclusive architecture. ESSA is compatible with MPV, but it is not specific to MPV, after all, double wishbones do take up space, don't they?
What's more, the million-level chassis of Lantu Dreamers does not reflect the quality it should have, and it is not thick enough and slightly thin.
In addition to this, the car is equipped with a 4.96mm sandwich sound insulation glass for the front row, but the more important rear row is only a more ordinary single-layer glass.
It is true that the vehicle NVH is a systematic project, and the thickness of a piece of glass cannot be used as a criterion alone. But as an MPV model, since the front row is used, what reason is there not to use the rear row?
With courage, there may be miracles. I only hope that the 4,000+ users of Lantu Dreamers can firmly dream and do not reproduce the mistakes of Lantu FREE.
Lu Fang, CEO of Lantu Automobile, said: "At this stage, there is no electrified and intelligent MPV on the market. Indeed, daring to be the first is the courage of a dreamer.
It's just that "no competitors" is not really irreplaceable. In terms of price, models such as the Buick GL8 ES Luzun/Avenir Evia and toyota Xena SIENNA are potential competitors of the Lantu Dreamer.
In the eyes of Lantu dreamers, perhaps only high-end MPV models such as Lexus LM and Toyota Alpha should be its fuel competitors.
Compared with any of the above, the hard strength of Lantu Dreamer can compete with it, but it is still far from the brand, reputation, image and other elements that this level of model values.
In the face of ordinary family consumers, the price of Lantu Dreamer is high, exceeding most people's psychological expectations, and it is really just a dream; the size is large, driving, parking need to be extra careful, and does not fit the family use scene perfectly.
At the end of the day, it's not a well-positioned model, nor does it give people a strong reason to want to buy it.
At the press conference, the term "Yishang IKEA" was mentioned many times, but many times, "both and again" finally became "neither nor"...
And behind it, denza, Hongqi, Weipai, Extreme Krypton and other brands of MPV models will also follow. When the blue ocean turns into a red sea, how should the Lantu dreamers fight? Come early, there is indeed an advantage, can you keep it? That's the key.
The deviation of product positioning is ultimately caused by the deviation of enterprise positioning.
Lantu Automobile was born in Dongfeng and independent of Dongfeng, in many ways, it will be in line with the new forces, but more often, the traditional side of its bones will inadvertently reveal.
For example, it will put the name of the subscriber on the public screen on the night of the launch to show the user's care; but at the same time, it will spend a lot of money to create "Sound and Life" together with Mango TV.
For example, it wants to be a user enterprise, to make every car owner become the MVP on the MPV; but at the same time, it also wants to be a user enterprise of the enterprise and help the dream of every enterprise. I don't know, how many individual users are there in 4000+ orders?
Combined with the news of the personnel changes in Lantu Automobile in March, after the brand CBO Lei Xin was transferred from his original position, the direct sales model that had been adhered to before seemed to have changed, and they are recruiting dealers in order to quickly achieve channel expansion.
Alternating between the old and the new, Lantu Car is like this, moving forward in the entanglement.
But at this critical juncture, who can really draw conclusions? After all, their CEO Lu Fang is still full of confidence in the Lantu dreamer: "There is no dare to do, only dare not think, I think time will give you an answer." ”
So, can time really prove everything, give us the answer, and also give Lantu the answer?