Written by | Ben
Edit | routing agency
May 7th, for domestic brand passenger cars, it is undoubtedly a night to refresh the dual cognition of price and value.
Two new models positioned as "pure electric luxury flagships" have attracted countless onlookers, forwards and discussions for a while.
First, it is the Lantu Dreamer, the three seven-seater versions are priced at 369,900 yuan, 389,900 yuan and 439,900 yuan respectively, and the four-seat customized version is priced at 639,900 yuan.
Second, it is the new HI version of Polar Fox Alpha S, which costs 397,900 yuan for the advanced version and 429,900 yuan for the high-end version.
In addition to the eye-catching price of the double touch high 400,000 + range (Lantu Dreamer four customized version, the price is more than 600,000 yuan +), the reason why they have aroused market attention, there are also clear and decisive steps towards product intelligence and electrification, and there are also effective hardware and software support behind high-end positioning.
For example, as the first model equipped with HI Huawei's full-stack intelligent car solution, the new HI version of Jihu Alpha S not only supports high-level intelligent driving on urban roads, but also builds a more intelligent mobile terminal and travel space for users through a series of core capabilities of Huawei's intelligent cockpit-Hongmeng car machine OS system.
For example, lantu dreamer born on the ESSA intelligent electric architecture of Lantu Automobile, in addition to being the first model in the current market segment to provide pure electricity and extended range dual-power layout, is also said to have 17 MPV first-time technology and configuration, including the Qualcomm 8155 car machine chip for the first time, with stronger computing power and gigabit 5G network, will refresh the experience of smart car machines.
Due to the reasons for the closure of the epidemic, at present, we have not yet been able to touch the real car, and we have not yet had the opportunity to personally experience and specifically verify whether the actual changes brought by many updates and upgrades on the software and hardware to these new cars are indeed as stated in the official propaganda.
However, this does not prevent us from taking the Lantu Dreamer as a sample to focus on what kind of fission is taking the MPV market as a sample. And what new ideas are needed and are being sought in this new era of segmentation and consumption that is still undergoing dramatic changes?
Transition from MPV to a new phase of MVP
If the trend and keywords of electric, intelligent and luxury are extracted, the MPV market is fissioning, and the Lantu Dreamer is certainly not alone.
First of all, the High-Tech HiPhi X, which was listed a year ago, was in front, and the four-seat version even touched the price ceiling of 800,000+ domestic cars, and then there were new models of Denza D9, Extreme Kr 002, SAIC Maxus MIFA9, Hongqi MPV, Wei brand MPV and other brands eager to try, and will gradually grab the beach market at a later date.
If some mainstream models in the past MPV market (such as Wuling Hongguang, Buick GL8, Honda Odyssey and Alexon, Toyota Alpha and Xena, Trumpchi M8, SAIC Volkswagen G90, etc.) are more focused on the definition of versatility, and, with the different needs of public commerce and households to divide products, then, now to the Lantu Dreamer, Gaohe HipHi X and other domestic pure electric high-end MPV concentrated emergence, is to drive the market segment to MVP (Most). Valuable Player) transitions and transformations.
There are two bases for this judgment: one is value in Value, and the other is in Player players, and they are also at the heart of this transition and transformation.
First, let's look at the dimension of Value value.
In view of some common pain points and shortcomings of previous MPV models, such as poor handling performance, poor vehicle vibration and tranquility, the limitation of the third row space, low safety configuration, etc., lantu dreamers who positioned themselves as "high-end electric MPV" at the beginning of product development can output what new value to the market?
Take the configuration of Lantu Dreamer as an example, it actively looks for a breakthrough in new value from the aspects of intelligence level, comfortable driving and safety level.
For example, in terms of intelligence level, the whole vehicle is equipped with 22 sensors, reaching the L2+ level of intelligent driving assistance covering 26 functions; in addition to the 1.4-meter through-line triple screen, the car machine system is equipped with Qualcomm 8155 on-board chips for the first time, and the stronger computing power and 5G network can realize the vehicle OTA, refreshing the same level in the intelligent cockpit experience.
For example, in terms of comfortable driving, the chassis adopts the independent suspension of the front double wishbones + rear multi-link, which brings the driving control experience of the limousine sports car, and at the same time, it is also equipped with air suspension and CDC continuous shock absorption active control system, which has the adaptability of multiple road conditions to further enhance the riding comfort of all employees.
From the above two perspectives alone, it is not difficult to find that Lantu Dreamers not only bring new driving forms to the MPV market, but also based on a new forward development platform, especially on the basis of a new electrical and electronic architecture, bringing many new values including intelligent driver assistance systems, intelligent cockpit interaction experience, luxury riding experience, modification and customization space, etc.
At the same time, further from the configuration list, the domestic brand this commonly adopted "stacking" approach, greatly refresh the MPV configuration standard product play, on the one hand, repeatedly refresh the price ceiling of domestic high-end MPV, while refreshing the consumer's value cognition of domestic brands; on the one hand, it has also successfully entered the market range where high-end products such as Alpha and Mercedes-Benz V260 are located, and competes head-on with multinational brands and even luxury brands.
Second, let's look at the dimension of player players.
The Player player mentioned here has two meanings: one is that the market segment ushers in more new products and new players, and the other is the emerging MPV new products, which themselves increasingly have the attributes of players, and personalized modification and customization will become a new trend and a new trend.
First, from the perspective of new products and new participants in the market segment, time has changed, and more and different players will naturally emerge from different stages of consumer demand and technical capabilities at different times.
For example, the great success of the Buick GL8 first marked an era of MPV commercial vehicles, and also opened a watershed in the subsequent MPV public business cars and family cars; for example, Toyota Alpha's hard-to-find car will also originate from the nanny car culture of the affluent society of Hong Kong, Taiwan and Southeast Asia, and bring it to the domestic first-tier cities, becoming the origin of star artists, wealthy classes and urban upstarts competing to buy a second family MPV car.
Nowadays, through the advanced configuration of "stacking materials" at all costs and the product power transition of positive development, a number of Chinese brands, including Lantu Dreamer, Gaohe HiPhi X, SAIC Maxus MIFA9, have also gradually found the resonance point and breakthrough of intelligent, electric, luxury, safety and other product forces among the new generation of MPV users.
In fact, later this year, depressing high-end MPVs such as Denza D9 and Extreme Kr 002, which will gradually enter the market, will inject more freshness and vitality into the MPV market.
Second, from the product evolution path of MPV itself, new technology, new platforms, and new product definitions also allow MPV to obtain more entertainment, playability, and luxury for passengers in addition to versatility, so as to have the new attributes of Player toy cars.
For example, as the first high-end products to enter the market, Gaohe HiPhi X and Lantu Dreamer have launched four-seat customized models with higher prices and more personalized configurations. In addition to arranging first-class independent seats for the second row, the four-seat version of The HiPhi X is a very clear signal, such as the on-board smart mobile refrigerator, the 8-inch high-definition touch screen, and the 32-inch LCD TV that can be lifted in the four-seat version of the Lantu Dreamer.
For example, SAIC Maxus MIFA 9, which was just delivered off the production line on May 9, continues to follow the company's "exclusive customization" product strategy, in addition to launching an exclusive roof color for this intelligent pure electric MPV, the way to flash deliver users has also created a full sense of customization and ceremony.
It is not difficult to speculate that "customization" will become a high-frequency word in the future domestic pure electric high-end MPV market.
It should be added that consumption is always stratified. In the vast Chinese passenger car market, for the MPV market segment, such as public commercial cars, multi-population family cars, these needs will exist for a long time, more playable, more modified, customized space MVP toy cars, will also conform to changes in demand and consumption, and gradually cultivate their own effective market space.
It is not difficult to draw a conclusion that for a long time to come, represented by buick GL8, Toyota Alpha and Lantu Dreamer, the domestic MPV market will be divided into different generations of commercial vehicles, nanny cars, and toy cars, while still maintaining a long-term coexistence of each other.
As for who can really mark the new stage and new generation of this MVP after lantu dreamers and high-tech HiPhi X, it still needs to be constantly tested by the market and time, we may wish to wait and see.
Epilogue:
A Lantu dreamer and the fission and evolution of the MPV market behind it are, of course, only a small part of the evolution of the global automotive industry and the domestic and foreign automotive markets.
Since entering May, just like the many explosive car circle news that have been coming one after another - the stock price of the Ningde era has plummeted, the head enterprise "Wei Xiaoli", a new car-making force, has entered the list of "pre-delisting" of Chinese stocks released by the Us Securities and Exchange Commission (SEC), Tesla plans to double the production capacity of the Shanghai Lingang factory to 1 million vehicles per year, Geely Automobile has spent nearly 1.4 billion yuan to invest nearly 1.4 billion yuan in Renault South Korea, open up the Korean market, etc. The changes that are taking place in the times are far more drastic than we think, and they are also much more in-depth and complex.
Borrowing from the archaeologist and historian Ian Morris in his How Long The West Will Dominate, it may be appropriate:
Every era has its own needed thoughts;
Every great change prompts people to think about the ideas that the times need.
At the same time, he was convinced of the end result: I think our time — as in those before us — will end up with the ideas it needs.
Meanwhile, another inventor, thinker, and futurist, Ray Kurzweil, should be able to bring more optimism and confidence.
In his best-selling book Approaching the Singularity, he wrote:
Whatever dilemmas we face – business, health, relationships, and the scientific, social, and cultural challenges of this era – there is a right mindset that leads us to success, and we can find it. When we find it, all we need to do is turn it into reality.
-END-