Thanks to Garage 42 for selecting me to participate in the LanTu release event, where the charter flight and liquor were provided. It was fast, and the last time I attended a charter flight for a new car release was the NIO Wukesong release in December 2017. It is clear that LanTu is fully benchmarking NIO in terms of experience.
So, does LanTu successfully benchmark NIO based on initial experience? Let’s discuss the feelings of a NIO car owner of two and a half years:
Through LanTu, we can see the efforts of the state-owned enterprise Dongfeng to change
- The event format focuses on technology, CEO IP, value the overall experience, and attach importance to KOL and KOC.
- Compared with other state-owned enterprises, it has changed in an instant and is not so annoying, indicating that there is a sincere element among them.
Why do we need a “LanTu”?
After three years, the overall environment has changed, and every black technology configuration and service promise mentioned by LanTu CEO during the event were received with cheers when Li Bin mentioned them at the NIO release event three years ago. The absence of those at the LanTu event shows the successful education of the new forces in the market over the past three years, and everyone’s understanding of high-end products and services has increased, so expectations for LanTu are even higher.
Is it difficult?
Today, both LanTu and NIO are facing difficulties, but the difficulties are different. It is easy for LanTu to benchmark innovation, while NIO has a hard time continuing the innovation and leading the innovation.
Related to cars
Product level
The launch of the extended-range version and the pure electric version simultaneously. This combination is indeed intended to cater to both north and south markets, solving the problem of electric vehicles not being sold across Shanhaiguan. I personally appreciate this product strategy. In addition, acceleration, hardware, and intelligentization all reach the basic qualities that luxury cars should have, without further ado.
Service level
The plan looks good on the PPT, but it still depends on whether you look at the ads or the actual results. The key point is whether every touchpoint of the user is a LanTu employee or not. Intermediaries or agents will still appear somewhat unfamiliar. (For example, the agent in charge of the KOC reception at the hotel this time, if it can be replaced by a LanTu employee, even if it is not professional, it will appear more sincere, enthusiastic, and proud)
Brand level
This year is the year of brand upgrades for major car manufacturers. As a Dongfeng luxury brand, it needs comprehensive empowerment at the product level, service level, values, and other levels to be recognized as a luxury brand. Expecting LanTu to join the high-end luxury club as desired.## Some Suggestions
The target audience of the product is not clear enough, and “yearning for freedom” is not specific enough. In fact, everyone yearns for freedom. The gene of the press conference is the manifestation of the company’s gene and the reflection of the boss’s gene.
I hope that some clips of fans or employees of Landtu could be added in future promotions. There is a saying, “Good reputation is better than silver and gold.”
To be honest, as a new brand, from the beginning, I prefer to see the spiritual outlook of those ordinary employees who created it. They are a mirror of the brand, and they decide what the child looks like and what character it has when it is born.
Okay, I have been chattering for so long. I still want to thank Landtu for their sincerity and Garage 42 for their invitation, which allowed me to feel the efforts of Chinese auto people up close. Intelligent and new energy is a great opportunity for China’s auto industry in a century, as well as for brand upgrading. I hope Dongfeng seizes the opportunity.
Go electric, Landtu! Go electric, Chinese auto people!
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.