Thanks to Garage 42 for selecting me to attend the LanTu new car launch event, which is a chartered flight and offers complimentary drinks. It was so fast that the last time I had chartered flight was to the NIO Wukesong launch event in December 2017. It can be seen that LanTu has fully benchmarked NIO in terms of user experience.
So, after the initial experience, has LanTu successfully benchmarked NIO? Let me share my feelings as a NIO car owner for two and a half years:
Through LanTu, I saw the efforts of Dongfeng, a central state-owned enterprise, to seek change
- The launch event focuses on technology, CEO IP, and pays attention to the whole experience and KOL/KOC.
- Compared to several other central state-owned enterprises, its transformation is not so annoying, indicating that there are sincere components in it.
Why do we need another “LanTu”?
After three years, the overall environment has changed, and every black technology configuration and service commitment mentioned by LanTu CEO at the launch event, if spoken by Li Bin at the NIO launch event three years ago, would have been cheered every time. However, LanTu did not receive the same cheers, indicating that the new forces have successfully educated the market over these three years, and everyone has a reference to high-end products and services. Therefore, they have higher expectations for LanTu.
Is it difficult?
Today, both LanTu and NIO face difficulties, but the difficulties are different. It is easy for LanTu to benchmark, but difficult to innovate, while NIO faces difficulties in continuous innovation and leading innovation.
Related to cars
Product level
They released an extended range version and a pure electric version, which were simultaneously launched. This combination is indeed intended to satisfy both south and north markets and solve the problem of electric cars not crossing Shanhaiguan. I personally think this is a good product strategy. In addition, acceleration, hardware, and intelligence have all reached the basic qualities of luxury cars, which do not need to be elaborated.
Service level
The planning in the PPT is good, but it is still necessary to look at the efficacy rather than the advertisement. The key is to see whether every touchpoint of the user is handled by LanTu employees. The middlemen or agents still seem relatively unfamiliar. (For example, the agent at the KOC reception desk in the hotel during this event, if replaced with LanTu employees, even if they are not professional, they will appear more sincere, enthusiastic, and proud.)
Brand strength level# This year is a year of brand upgrading for major auto companies. As a luxury brand of Dongfeng, it needs a comprehensive and weighted empowerment of product strength, service strength, values, etc. Whether Dongfeng thinks itself as a luxurious brand or is recognized as one by the public, it is expected that Voyah will successfully join the high-end luxury club.
Some suggestions
The target audience of the product is not clear enough. “Yearning for freedom” is not specific enough, in fact, everyone yearns for freedom. The DNA of the press conference is a demonstration of the company’s genes and a reflection of the boss’s genes.
I hope that some clips of fans or Voyah’s own employees can be added in future publicity. There is a saying that “the word-of-mouth of the common people is better than any gold or silver cup”.
To be honest, for a new brand, from the beginning, I would rather see the spiritual outlook of those ordinary employees who created it. They are a mirror of the brand and they determine what the child looks like and what character it has when it is born.
Well, after talking so much nonsense, I still want to thank Voyah for its sincerity and the invitation of Garage 42, which allows me to closely feel the efforts of Chinese auto industry professionals. Intelligent new energy technology is a great opportunity for the Chinese auto industry, and is also a great opportunity for brand upgrading. Hopefully, Dongfeng will seize it.
Go electric, Voyah! Go electric, Chinese auto industry professionals!
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.