On September 19th, with a brand new Lantu dreamer driving out of the production line, Dongfeng Motor ushered in the highlight moment of 60 million vehicles off the line.
As a 55-year-old large automobile group, Dongfeng Motor has a wide business layout, covering a full range of commercial vehicles, passenger vehicles, military vehicles, new energy vehicles, key automobile assemblies and spare parts, automotive equipment, travel services, auto finance and many other businesses, and has production bases in Wuhan, Shiyan, Xiangyang, Guangzhou, Liuzhou, Zhengzhou, Chengdu, Chongqing, Dalian and many other cities.
According to the official website of Dongfeng Automobile, as of 2023, Dongfeng Automobile has total assets of 521 billion yuan and 121000 employees.
In 2023, Dongfeng Motor sold 2.
42 million cars with an operating income of 410.
3 billion yuan, ranking 188 among the top 500s in the world.
In the more than 50 years since its establishment, Dongfeng Motor has paid more than 670 billion yuan in taxes and fees, which has made a great contribution to the development of China’s industry.
Standing at the key node of 60 million cars off the line, Dongfeng Motor resolutely chose the new Lantu dreamer to start a new journey.
On the one hand, it highlights the important position of Lantu brand in Dongfeng Automobile.
On the other hand, it also well demonstrates the new development ideas of Dongfeng Automobile innovation and cooperation.
Touyuan: Dongfeng Automobile, as a model that integrates self-developed technologies such as magic carpet chassis and mica batteries, and “Huawei Technology” such as Qianqi Zhixue and Hongmeng cockpit, the new Lantu dreamer is covered with the label of innovation and cooperation.
under the background of the rapid transformation of the automobile industry to intelligent electrification, Lantu can not only independently develop advanced technology, but also contain and accumulate the advantages of partners.
Can better create competitive new products.
The new Lantu dreamer can not only well show the development ideas of Dongfeng Motor under the background of “Zhi Dian” transformation, but also provide a good model for the transformation and upgrading of the industry.
this is the reason why it was able to win the offline honor of 60 million Dongfeng vehicles.
Lantu is competing with himself.
with the rapid development of intelligent electrification, the new forces of car building have gradually become an important part of China’s automobile market.
They were born on the eve of great changes in the industry.
Growing up in the extremely inward market environment such as price war, public opinion war, system war and so on, with the rapid development of the industry, the threshold of the new power of car building is becoming higher and higher.
However, for these newly established enterprises, it is biased to look only at sales volume rather than quality, because they are at different points of development.
According to public information, h division (predecessor of the Lantu brand) plans to launch the brand in 2017, and the brand will not be officially released until 2020.
On June 30, 2021, the first production car of Lantu Free is officially off the line, which is also the 52nd millionth vehicle built by Dongfeng Motor.
As a result, Lantu began to meet with consumers step by step.
While Dongfeng Motor began to plan Lantu, “Wei Xiaoli” has already begun to prepare for mass production and delivery.
When Lantu Free, the first mass production model under the Lantu brand, went offline in June 2021, “Wei Xiaoli” has accumulated nearly 4 years of market experience.
If you start from the first model mass production line, “Wei Xiaoli” has been in the market for nearly 7 years, Lantu only more than 3 years.
In addition, as of August this year, Lantu has accumulated 3417 patents, of which 2828 are invention patents, accounting for 82.8%. The patent growth rate is in the forefront of new energy car-building new forces.
From the perspective of development efficiency and quality, the growth rate of Lantu is not slow.
In addition to taking car companies in different periods for a simple comparison of sales volume is biased, Lantu also has its own persistence in external marketing.
At the China Electric vehicle 100 people Forum held in March this year, Lu Fang, CEO of Lantu Automobile, also stressed that he should have a marketing bottom line, saying: “do not advocate excessive marketing, adhere to the bottom line, do not violate public order and good customs, do not engage in exaggerated propaganda to mislead users, adhere to ‘conscience’, create value for society, rather than consume social wealth.
” It is undeniable that in the current market environment, eye-catching marketing can quickly improve the sales performance of car companies, but it is also a good choice to stick to the bottom line and pursue long-term development.
Tu Yuan: Dongfeng Motor, compared with the head brand, Lantu’s sales are inconspicuous, but compared with itself, Lantu is on a rapidly rising track.
According to sales data released by Lantu, a total of 6156 new cars were delivered in August, an increase of 54 per cent over the same period last year.
In the first eight months of this year, Lantu’s cumulative sales were 42547, up 90 per cent from the same period last year.
The nearly doubling growth rate has already exceeded the growth rate of the car market, which shows that the market share of Lantu is increasing.
What is more worth mentioning is that the newly launched new dreamer has also won 14000 orders, and the upcoming brand-new model Lantu bosom friend has also received more than 10, 000 orders.
It is not difficult to speculate that with the help of these two new models, the annual sales of Lantu will reach a new high, and this gradually improving situation also shows from the side that Lantu has been recognized by most consumers, and the positive cycle has initially emerged.
Only by being close to users can you go further.
According to the data of the passenger Association, the overall sales of the domestic MPV market in 2023 was 1.
093 million, an increase of 15.
9% over the same period last year, accounting for about 4% of the passenger car market.
Among them, the sales of new energy MPV exceeded 240000, compared with 88000 last year, an increase of 177.3%. Although the market share of MPV is not high, the penetration rate of new energy MPV is very fast, and Lantu Dreamer is the first person to eat crabs.
On May 7, 2022, Dreamer was officially launched as the second model under the Lantu brand.
Three months later, the momentum D9, which dominates the MPV market, made its official debut.
Although judging from the current market performance, the influence of Tengli D9 is better than that of Lantu dreamers, it is undeniable that dreamers are the pioneers of intelligent MPV.
What is more worth mentioning is that with the passage of time, the groundbreaking new design of dreamers has also been recognized by many consumers.
, Tu Yuan: Dongfeng Motor, before the birth of Lantu dreamer, most of the traditional MPV had a short rear suspension, which caused many consumers to form the stereotype that MPV was “afraid of rear-end collision”.
In order to change this situation, the Dreamer’s “Seven + five” front and rear cabin safety design, five-layer rear-end protection, seven-fold front impact protection, can withstand impact speeds up to 110km/h, successfully improving the utilization and safety of the third row of MPV.
In order to prove the safety of the dreamer, Lantu conducted the dreamer’s first 90km/h super beauty in China in October 2022.
Standardize high-speed rear-end collision test, and use real results to change the current situation of MPV being afraid of rear-end collision.
, In addition to optimizing safety and driving comfort, the new Lantu Dreamers have also been upgraded to the intelligent level.
The car has also become the industry’s first MPV equipped with Huawei Gankun Intelligent Driving ADS 3.
0 system and Hongmeng cockpit.
Model, the smart parking function of Gankun Intelligent Driving ADS 3.
0 supports more than 160 parking scenarios, and can easily handle scenarios such as extremely narrow parking spaces and unmarked parking spaces.
In order to further optimize consumers ‘car experience, Lantu, Huawei collaborated to develop the MPV front parking function, which solved the problem of luggage handling and placing when reversing and parking due to the large size of the MPV body.
There are still many designs like this to enhance the car experience on the new Lantu Dreamers.
In Lu Fang’s words, the core competitiveness of the self-owned brand MPV must be formed, in addition to new energy technologies and intelligent means, and must also understand customers.
, to provide consumers with “one-stop” satisfied products and services.
From a longer-term development perspective, whether it is self-research and innovation or working hand in hand with partners, we need to advance on the basis of understanding user needs.
From this perspective, the new Lantu Dreamers are already understanding users and solving user needs.
A big step forward on the road.
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