This article is reposted from Autocarweekly.
Author: Karakush
Last night, the Voyah Free presale was broadcast live.
CEO Lu Fang stood behind the car, kicked his shiny leather shoes, and the trunk slowly opened with sensors, revealing a box of DJI Mavic Air 2 and a Dyson hair dryer – as prizes for the live draw.
Host Chu Xiaomin raised her arms and shouted “Voyah Big Sale” on the screen, from which she will draw the lucky winners. In an instant, “Voyah Big Sale” caused a buzz among viewers.
Of course, there were many free-loading customers and atmosphere groups among them. Using this as an indicator of popularity or sales expectations is a lack of rationality. However, the prize itself made me seriously consider that Voyah may have potential.
Even more convincing than its presale price.
Last night, the Voyah Free announced the presale price, which is divided into two versions: extended-range version priced at 313,600 yuan, and pure electric version priced at 333,600 yuan.
Relative to its positioning and configuration, this price is very reasonable. In YYP’s words, “not only sincere, but also full of killing power.” Even if you remove his self-awareness as a guest, his words are still quite realistic.
The technical details were actually introduced three months ago when it was first revealed, which can be referred to in the article “This era does not hate bold ambition” (https://mp.weixin.qq.com/s/s2qN_PzOw1QUG3G3twTRMQ).
There is no revolutionary new information this time, but there are some adjustments and details:
First, minor upgrades were made to the power parameters:
The extended-range version comes with a 1.5T four-cylinder engine and an 80 kW peak power generator, front and rear dual-motor four-wheel drive, with a maximum output power of 510 kW and peak torque of 1,040 N·m. With acceleration of 4.5 seconds per 100 kilometers (these three data were previously 500 kW, 1000 N·m, and 4.6 seconds), the top speed is 200 km/h, and the range is 860 km (NEDC).
Second, the standard configuration of the pure electric version and extended-range version differs greatly:
The standard configuration of the pure electric version is an AC asynchronous motor with an output of 255 kW and 520 N·m, with acceleration of 7.3 seconds per 100 kilometers, a top speed of 180 km/h, and a range (NEDC) of 505 km. It is 20,000 more expensive than the extended-range version and appears to be weaker.
Additional installation is required to achieve front and rear dual-motor four-wheel drive for performance parameters to be on par with the extended-range version, with acceleration reaching 4.7 seconds per 100 kilometers, a top speed of 200 km/h, and a range (NEDC) of 475 km.“`
In addition, the 310,000 extended-range version’s standard equipment also includes 10 speakers of the Denon advanced audio system, 12-way adjustment of the co-pilot seat, massage function for both front seats. The 330,000 pure electric version does not have these but has an active night vision system. In terms of frequency of use and intuitive value, I believe the extended-range version is clearly more popular.
The items not included in the standard configuration will fall into a 20,000 yuan installation package. It also contains some high-end special configurations, such as air suspension, with a lifting elasticity of 30mm downwards and 50mm upwards; and an intelligent adjustable panoramic sunroof that adopts Boeing 787’s cabin window frosting technology, with ten levels of brightness adjustment and able to isolate 99% of UV rays; there is also an intelligent air management system with fragrance.
Adding these 20,000 yuan adds insult to injury, with an unstoppable debuff.
In terms of the main push for the extended-range version, the price of 333,600 yuan inevitably brings to mind the only competitor currently on the market – the NIO ES6, priced at 328,000 yuan.
Li Xiang is not concerned about this. At the time of the Voyah FREE release last year, he defined this situation as a “win-win”, believing in more players and a larger market.
New energy vehicles are brothers, so don’t talk about a zero-sum game.
However, the prospects of this market have suddenly become limited. For example, in the sales giant Shanghai, the favorable window period only lasts until the end of 2022. From 2023 onwards, the special quota for issuing license plates to plug-in hybrids, including extended-range hybrids, will stop. The extended-range hybrid will lose the protection of new energy policies first, which is believed to be a trend.
However, the NIO ES6 is also trying to prove that compared to traditional fuel vehicles, extended-range products themselves have practical reasons. For example, in Beijing, plug-in hybrids need to occupy the quota of fuel vehicles, while the NIO ES6 can have many Kylin buyers.
According to data on the compulsory insurance coverage, the NIO ES6 was insured a total of 27,961 times by individuals last year, with Beijing being its second-largest market. In contrast, the personal insurance coverage of plug-in hybrid models in Beijing last year totaled 3,760, with the NIO ES6 having 2,428, accounting for 64.6%.
Therefore, there is still competition in this market.
But what is more important is how to compete.
I am not very optimistic about traditional car companies launching high-end new brands. After all, with so many precedents, can adding a new energy label change the outcome? Is a toad wearing dragon robes still a prince? Can a scumbag wearing a three-gun cotton-padded coat become warm? The racetrack is an opportunity, not a promise to turn waste into treasure.
“`A lot of so-called advantages, such as the fact that Voyah emphasizes its 50 years of experience in car manufacturing and 19 years of accumulation in three-electricity, are not very convincing to me. Firstly, they haven’t achieved particularly convincing results in the field of passenger cars in the past. Secondly, everyone is doing superior things, and even traditional car companies with impressive abilities will stumble in some pits when starting over again. Sometimes, when you see others kneeling, you can’t help but kneel with them.
What really gives people hope is that Voyah quickly grasps the discourse system being established by these trendy electric products and quickly puts it into practice.
Firstly, capital is leveraged to shorten the time to launch. In 2018, Dongfeng established a business unit with the code name “H” internally, and in July 2020, it released its brand and concept cars. Now, it has begun small-scale production and will start delivering officially in the third quarter of this year. From the product definition, one can clearly see the modern competitive password.
Secondly, it is based on basic intelligence, with more than 20 L2+ driving auxiliary aids as standard, and it is highly electrified and supports OTA (over-the-air updates), making it have limitless room for growth. A car without OTA is like a love affair without a future, it’s just being a rogue.
Thirdly, there are perceptible highlights, such as the one-piece, lift-up and drop-down triple-screen on the center console, which is not technically difficult but extremely cool. For many people, it looks more intelligent than artificial intelligence.
This is a configuration that understands the routine. The difference in strength between Voyah and the top players may only lie in full-stack self-research and faster deployment of autonomous driving. Don’t worry, supplier kits will catch up eventually.
Compared with the product, the mode can better reflect the direction of Voyah’s adaptation to the tide of the times.
For example, the user co-creation program. They have already invited 65 “partners” to participate deeply in the testing of Voyah FREE. Although the sample size is small, it is valuable because it is continuous, authentic and effective. It is said that more than 2,000 people have signed up, and the vehicles will be optimized based on feedback and suggestions before they are launched.The sales model is offline direct sales, opening the LanTu Space Experience store in bustling life circles to provide unified, fast, and efficient services. This is already the slogan for new energy. Currently, six stores have been opened in the five key cities of Beijing, Shanghai, Guangzhou, Chengdu, and Wuhan, and by the end of this year, 40 direct sales channels and 20 direct service channels will be opened in 20 cities across the country.
There is also an online app channel, which can be used for booking, checking production progress, scheduling services, consulting and solving various problems, purchasing peripherals, and more.
As of last night, the app has started taking pre-orders with a deposit of 2,000 yuan. The first batch of pre-ordered friends will have additional rights and interests, especially free charging piles and installation services, lifetime three-electric quality assurance, and lifetime free charging – not only Voyah’s self-built charging stations but also including the vast majority of state grid charging stations. I believe this is quite a good promotional method.
In addition, you can also choose a limited first edition commemorative version, limited to 2021 units, with dazzling customization and unique details. To give a contrasting reference, the number of trial-drive booking users is reportedly 150,000, which seems insufficient to satisfy 2021 units.
At this point, LanTu has learned a lot about what it takes to become a contemporary new energy brand. Moreover, it has signaled to the outside world what efficiency and quality it can achieve when it is serious. It still lacks some native momentum, but its current look is perhaps already releasing some signals – it has not only learned the basics but also the essence.
New forces can always offer some innovative surprises, not because their talents possess stronger personal capabilities – in fact, they are all the same group of intelligent and diligent Chinese automobile people jumping around. However, new forces have more flexible and efficient organizational structures, which can completely mobilize all resources, including human resources, and solve problems quickly and efficiently when facing problems with new technologies, new products, and new markets.
The shackles of traditional car companies in the past transformation and innovation also lie on this – institutional redundancy, systemic constraints, and conflicting interests make it impossible for them to move. Dongfeng can be said to be a typical example. Perhaps this is also the biggest breakthrough for LanTu so far – it does not belong to any sub-sector under Dongfeng and operates independently. I dare not say that this can be seen as LanTu’s success, but it has shown some key success factors.
Returning to the box of DJI Mavic Air 2 and Dyson hairdryers, you know that when you used to open the trunk, you were more likely to find boring items such as car models and imprinted car models.
Now this box seems to show that it really knows who it is and who it is going to sell to.
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.