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Breaking into the high-end market is the goal pursued by many car companies, but this is a process of accumulating experience and cultivating word of mouth, which needs to go up step by step. However, some car companies are biased on the sword and take the side, first launching high-end products to create an image. For example, when Tesla first entered China, the Model S and Model X were million-level luxury cars.
Both methods have successful cases, and the Lantu we talked about today belongs to the latter. The dreamer who recently opened the pre-sale is a high-end, luxurious MPV, with a pre-price of 380,000, a high-end 480,000, and a customized version of up to 600,000.
But a new brand without a high-end background sells at this price, what are the highlights of the product? What's the difference between entering the high-end market? Today we will talk about this car.
What about Lantu Dreamers?
Originated from The Lantu under Dongfeng
Lantu is a sub-brand of Dongfeng Motor, focusing on high-end, intelligent and new energy. At present, there are only two kinds of power, extended range electric and pure electric, which can be regarded as the new energy brand of Dongfeng Motor.
Take into account different usage scenarios
For electric MPV, everyone is most worried about battery life and charging. MPVs usually have to pull more people and luggage, and when the load is larger, the power consumption is also fast. And such a large car, the battery capacity is certainly not low, the charging time is longer, running long distances and catching up with the holidays, the disadvantage is more obvious.
Therefore, Dreamer has also launched two schemes of extended range electric and pure electric, pure electricity for business purposes, quieter in the car, more comfortable to sit; home to choose extended range electric, long-distance travel without mileage anxiety, and no need to waste time to charge.
The chassis was hardcore
In order to save space, the chassis of the MPV will not be too complicated, the smaller McPherson and multi-link are more common, and the rear suspension of the low-equipped GL8 is even a torsion beam.
However, the Dreamer is equipped with a hard-core double wishbone and air suspension, and has a magic carpet function and CDC shock absorption technology, which can perceive the road conditions in advance through the camera and adjust the soft and hard of the suspension in time, which is a set of technically complex systems that can maximize the effect of smooth driving.
The luxurious ambience was spot on
Since positioning itself at the high end, the sense of luxury is very important. From the outside, the Dreamer uses a large-size grille and a straight waterfall shape of a high-end model, and the momentum is in place. The overall line simplicity reveals the atmosphere, the details are exquisite enough, the aura far exceeds the GL8 and Xena, and the target is directed at Toyota Alpha and Lexus LM.
The interior combines luxury and technology to meet the mainstream aesthetics of the moment. The triple screen that runs through the center console can give people a shocking feeling. In terms of materials that highlight the sense of luxury, dreamers are not stingy, and the workmanship in the details refers to Lantu FREE, which will also have a higher standard.
The size is larger than the MPV of the same class
Lantu Dreamer positions medium and large MPV, with a length of more than 5 meters 3 and a wheelbase of up to 3200mm, which is a lap larger than both gl8 and Xena. The car is available in 7 seats and 4 seats, with 4 seats for business purposes and 7 seats for the home market.
Through comparison, we can further see the advantages of the Dreamer in terms of size. Officially, in the state of 7 seats, the trunk can also hold 4 24-inch suitcases, which is very practical.
In terms of seating space, the two independent seats in the second row of the 7-seat version can be adjusted front and rear, and the space in the second row is very flexible. However, if most MPV adjust the second row of seats to a very comfortable position, that is, a very backward position, the third row will become more cramped.
Although the Dreamer is larger, he wants to sit in the third row for adults, and the second row of seats must also be leaned forward.
The configuration has highlights
Although the car is expensive to sell, the configuration is also exaggerated enough, mainly in terms of comfort and technology. As an MPV, ride comfort is a top priority. The Dreamer front and rear are leather seats with diamond checks and are ventilated, heated and massaged. The promotion also mentioned zero gravity seats, and the comfort can be taken to a higher level.
In terms of technology, the 5G network of the car machine has reached the gigabit level, and the system has OTA upgrade function. The current intelligent configuration is mainly based on mobile terminals, such as mobile phone remote control keys and remote remote control parking. In addition, the new car also supports L2+ level assisted driving, which can achieve functions such as adaptive cruise and active braking.
Powerful performance, or four-wheel drive
The Dreamer's pure electric and extended range versions are all pure electric drives, and they are also dual-motor four-wheel drive systems. The acceleration time of the two versions of 100 km/h is 5.9 seconds and 6.9 seconds, which is quite fast in MPV. And for MPV with long wheelbase and high center of gravity, the driving stability of the four-wheel drive will be higher.
What else do Dreamers have?
Battery life was not announced
Dreamer has opened the pre-sale, but did not announce the battery capacity and endurance, especially the pure electric version, everyone is still very concerned about the battery life. Although there is no official announcement, we can also boldly predict a wave.
Referring to the Dreamer's acceleration time and four-wheel drive structure, the endurance of the new car will be about 500 kilometers. This level is currently very common, so it is not excluded that new cars will introduce low-power or two-wheel drive models in exchange for longer mileage.
Low brand recognition
Most people who buy a car attach great importance to the brand, and value the heritage and reputation accumulated over a long time. The advantage of big brands is that they are not easy to make mistakes, and consumers buy it steadily and reliably. The experience of big brands in car building is also rich enough, and it is more mature in terms of ergonomics and space layout.
As for Lan Tu, people who don't know should be in the majority, in the eyes of many people may be a miscellaneous card, the recognition is not high. And those who know it will know that it originated from Dongfeng Motor, and the hat of "third-line domestic brand" was buttoned.
From the perspective of brand power and recognition, Dongfeng Motor has been selling low-end and people-friendly models, and suddenly a high-end positioning, at every turn to three or four hundred thousand Lantu, it is inevitable that people will not beat drums in their hearts.
Technological maturity has yet to be verified
From the product itself, Dongfeng Motor also lacks technical accumulation. Now domestic brands have no shortage of independently developed platforms, engines, and even gearboxes, and many technologies have reached the world's leading level. However, Dongfeng Motor's own technology is not mature enough, and the direct result is that Lantu's first car has more problems.
Landu FREE's sales fell by more than 50% in February this year, and it sold more than 700 units, which is not high in sales, but it has received many complaints, including the power system. Originally a new brand, coupled with user complaints, it is inevitable that everyone will have some concerns about its quality.
Lack of high-end service system
Since brands want to position themselves at the high end, they must have something that they can come up with. The lantu FREE and dreamer's product strength is not low, and it is a very bright model. But most of its highlights are limited to configuration, and the key for a new brand to be high-end is innovation.
To take a relatively successful example, the same is the positioning of high-end new brands, Weilai relies on the "Haidilao" type of after-sales service, attracting many consumers, and even many car owners buy it, is to see its services. Door-to-door power replacement, halfway to send a charging car, in short, let you feel that from the after-sales service, this brand is indeed high-end.
Lantu not only lacks eye-catching innovation in technology, but also is difficult to call high-end in after-sales service, while the product volume needs to be tested. For its price, the sense of value is not enough. It can be said that those who have no money can't afford to buy, and those who have money can't see it.
Domestic cars collectively rush to the high-end
To do high-end, there must be accumulation
In recent years, it is not uncommon for domestic brands to rush to the high-end, Geely has Lynk & Co, Great Wall has WEY, Chery has Starway, Changan has Avita, and BYD has also exposed plans for high-end brands.
These first-line car companies rely on steady and steady fighting, and only launch high-end brands after they reach a certain height, and their most cutting-edge technologies and best services are also given to high-end brands. Even so, only Lynk & Co and Tanks were relatively successful, and the others were still on the way to work.
Lynk & Co and Tanks are the result of decades of accumulation by Geely and the Great Wall Gong, and at present, it can only be said that they have just gained a foothold at the price of 200,000. Continuing to break through the 300,000 mark upwards is still very difficult. The Lantu Dreamer starts at 380,000, up to 600,000, which is a bit high, and it is a high that the foundation is not very strong.
Write at the end
It is not easy to do high-end brands, Lantu has chosen a not very good road, and consumers will be more demanding on it. From the product itself, the Dreamer is very strong, and it is not exaggerated to press the opponent. But the disadvantages of the brand really can't be compensated, so we expect it to bring us more surprises.
Finally, do you think the Dreamer is worth buying? What surprises do you hope he brings?