AutoBeta(AutoBeta.net)07/18 Report--

Another new domestic high-end brand is coming! On July 17, Dongfeng launched its new high-end electric brand, which is called "Lantu" in Chinese, and the new LOGO of the brand has also been officially confirmed.

According to the official introduction, the homonym of Lantu is "blueprint", implying good planning and prospects. On the other hand, the brand LOGO takes Kunpeng's wings as the shape, and its outstretched wings also have a beautiful meaning.

It is understood that the h division of Dongfeng company first started in April 2019, mainly to create a new high-end new energy brand, and finally set up Lantu automotive technology company and Lantu brand According to officials, Lantu operates completely independently and does not belong to any subsidiary of Dongfeng Group. As a new high-end new energy brand of Dongfeng, Lantu brand will create two "high-end"-- high-end brand positioning and high-end market positioning.

At present, there are four independent brands under Dongfeng Company, namely Dongfeng Fengshen, Dongfeng scenery, Dongfeng Fashion and Dongfeng Qichen. The product prices of these four brands are mainly less than 150000 yuan, while Lantu adopts the form of motorization. to undertake the high-end task of Dongfeng Company. You Zheng, member of the standing Committee of the Party Committee and deputy general manager of Dongfeng Company, said, "at present, the price ceiling of Dongfeng Group's Chinese brand products is 140000 yuan, but with the upgrading of consumption in China's automobile market, the middle and high-end market of 20-350000 yuan is growing rapidly. Only the market at this price can carry the electric and intelligent technology of Dongfeng Group in the future."

This also means that the future Lantu brand product market positioning will be 20-350000 yuan in this price range, while taking the form of self-built sales channels. From the point of view of product price, Lantu may compete with Guangzhou Auto Weiwei to create brands and FAW Red Flag in the future.

You Zheng, member of the standing Committee of the Party Committee and Deputy General Manager of Dongfeng Company, is in charge of the high-end team of Lantu brand. At the same time, Lu Fang, former Special Technical Director of the Strategic Planning Department of Dongfeng Company, served as Chief Executive Officer and Chief Technology Officer of Lantu; Lei Xin, former Deputy Executive General Manager of Dongfeng Infiniti, served as Chief Brand Officer, mainly responsible for brand strategic management and operation of Lantu; Jiang Tao, former General Manager of Dongfeng Nissan Dalian Branch, served as Chief operating Officer to assist Lu Fang in charge of the daily operation of the company. Shen Jun, former financial reporting branch manager of Dongfeng Company, served as the chief financial officer.

In terms of factory operation, Lantu will upgrade and transform the former Dongfeng Renault Wuhan plant as the production base of the brand. At present, Lantu brand has planned 9 models, covering SUV, MPV and other products, the first model is scheduled to be put into production in 2021.

The field of fuel vehicles cannot make an effective breakthrough, and new energy vehicles have become a window for many car companies to move towards high-end. With the substantial reduction of new energy subsidies and the withdrawal of the market boom, the Dongfeng Lantu high-end brand, which has just entered the bureau, is a little slow from the outside world.

In fact, after greatly breaking away from the state and local subsidies, the sales of new energy vehicles have declined for 12 consecutive months, the new power of car building has also entered the reshuffle period, and many new power brands with huge investment are on the verge of collapse. The market share of new energy vehicles is small, and the proportion of high-end products is even less. From January to June 2020, the production and sales of new energy vehicles in China completed 397000 and 393000 respectively, down 36.5% and 37.4% respectively from the same period last year.

From the perspective of the general environment, the newly founded Dongfeng Lantu high-end brand will face greater public opinion pressure and market challenges.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat