Wen Lan Zhan
With the rapid increase in the penetration rate of new energy vehicles, major manufacturers have picked up the ante new energy models, as Dongfeng Motor launched the high-end new energy brand Lantu is no exception, after the launch of the first model Lantu FREE, Lantu The second model of Lantu Dreamer has also opened pre-sale recently.
However, surprisingly, at the moment when Lantu FREE has not improved, the pricing of Lantu "Dreamer" is not low. The pre-sale price range of the Dreamer 7-seat version is 38-480,000 yuan, and the 4-seat customized version is 600,000 yuan. At the same time, it provides the extended range version and the pure electric version. In terms of price, it can be regarded as the ceiling of the current domestic MPV.
But the question is whether such a price can be recognized by consumers? It’s really hard to say. In the eyes of "Auto Industry", its brand significance will be much higher than its sales significance. As far as the current market is concerned, although the segment where Landmap Dreamers is located is still a blue ocean, it is not without competitors.
With a 40-600,000 in hand, who would buy a Dreamer?
[01] Configured to "stack" into a ceiling, the pre-sale price is not low
Some people say that the Dreamer’s competitor is the Toyota Elfa, and its configuration is higher than the Elfa, and the pre-sale price is only half of the Elfa, so the market prospect is very promising. But this statement obviously ignores one point, that is, the current car market is not based on the amount of configuration as the only consideration of sales. Compared with configuration, brand power is actually more important.
If the single-fight configuration, I believe that domestic cars can not only bring down the joint venture competitors, but also dare to call BBA a new day.The reason why this situation did not occur was because cars were very complex commodities. In addition to the use value level, exchange value should also be considered. Brand power was an important manifestation of exchange value.
As far as the product is concerned, the length, width and height of the Lantu Dreamer are 5315/1980/1810mm respectively, and the wheelbase 3200mm belongs to the large MPV standard. It provides two different types of power: pure electric and extended range. The pure electric model is equipped with a drive motor with the same front and rear power of 160kW and peak torque of 310Nm. The comprehensive maximum power is 320kW and peak torque of 620Nm, while the comprehensive maximum power of the extended range version is 290kW and peak torque of 610Nm.
In terms of battery life, the comprehensive range of the extended-range version of the new car under WLTC conditions will exceed 700 kilometers, while the pure electric version is 600 kilometers, with average battery life.
In addition, the new car performs well in terms of technology configuration. It is equipped with a triple large screen composed of three 12.3-inch large screens, with an overall length of 1.4 meters. It also supports the L2 + level intelligent driver assistance system, and can also provide active night vision systems, remote control parking, and vehicle OTA upgrades.
The chassis is equipped with a combination of double wisharm independent suspension and rear five-link independent suspension, as well as an active air suspension and a CDC adjustable shock absorber.
Since the new car has not yet been launched, it is not known whether the above configuration is standard. If it is standard, then as far as the product is concerned, its performance is OK. Although the "high-end" of the brand has not been recognized, the luxury of the configuration can be said to be "unquestionable".
Of course, considering that the price and battery life performance from the 380,000 are not excellent, the cost performance of the new car is not much higher, and it belongs to the type of medium rules, and it is difficult to say whether consumers will pay.
[02] The order breaks thousands in 30 minutes, and the gold content needs to be verified.
Interestingly, shortly after the release of the pre-sale price, Landmap officials conveniently said that the pre-sale was 30 minutes, and the Dreamer order had exceeded 1,000. It was difficult to judge the gold content at present, but if you refer to the gap between the previous Landmap FREE orders and actual sales, the Dreamer’s performance may not be optimistic either.
Previously, LANTU FREE was officially launched in June last year. After listing, it claimed to have won 3689 orders in 43 days, but the actual sales volume was only exceeded 3,000 units since August last year. The cumulative sales volume of 2021 was only 6700 units, which just reached 50% of the 13,000 sales target of LANTU in 2021.
Behind the poor sales, there are both production capacity factors and product reasons, which are of course closely related to brand premiums and recognition. According to the sales data of the Passenger Association, the cumulative sales of Lantu cars in the first two months of this year were only 2,293, and the monthly average sales were only more than 1,000. The performance was equally lackluster.
So, in such a big environment, launching the Lantu Dreamer and claiming that the 30-minute pre-sale order has exceeded 1,000, how much gold content can this have? Can the new car really sell well? It’s really hard to say.
Write at the end:
Of course, whether the sales of Lantu Dreamer can be popular is one aspect, but it cannot be denied that the Dreamer has filled the gap of domestic MPV in the high-end and even luxury market to a certain extent. Even if its sales may not be satisfactory in the end, the courage of Lantu to rise is still worthy of praise. The new car is also expected to be launched in the near future, and we will keep an eye on it.
(This article is originally produced by the New Media Editorial Department of [Car Industry], the author of this article is Lan Zhan, and the source should be indicated when reprinting)
