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After naming the high-end brand "h brand" of new energy as "Lantu" on July 17th, VOYAH i-Land, the first concept car under Lantu, was unveiled in Wuhan on July 29th, and released Lantu automobile brand strategy, including brand positioning, product planning, innovative service marketing model and so on.

In terms of the exterior design of the concept car, i-Land adopts the design concept of "light, quiet and elegant". The shape of the new car is very low, the penetrating LED is combined with the central Lantu logo, and the suspended hood and gull wing doors create a different feeling.

At present, Lantu brand has planned 9 models, which will cover sedans, SUV, MPV, crossover cars, high-performance vehicles and other market segments. According to Dongfeng Automobile Group, from 2021 to 2025, Lantu will put no less than one new model on the market every year, and the first model is scheduled to be put into production in 2021.

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.

Lantu brand is regarded as the biggest masterpiece of Dongfeng Group this year, and it is also regarded as "one of the most important layouts in the next decade". To some extent, Lantu determines whether Dongfeng's own brand can be turned around. However, from the current domestic market environment, the development of Lantu brand is still facing great challenges.

At present, Dongfeng Automobile Group has four independent brands, namely Dongfeng Fengshen, Dongfeng scenery, Dongfeng Fashion and Dongfeng Qichen. These four independent brands are basically located in the low-end market. The newly released Lantu brand is mainly committed to the high-end new energy market.

First of all, the sales of Dongfeng independent brands have been very unstable. Dongfeng passenger car sales fell 7.2 per cent to 30221 in the first half of the year. Independent brands have developed rapidly in recent years, while the development of several major Dongfeng passenger car brands has not been improved.

By contrast, the Lantu brand is positioned as high-end new energy, which is distinguished from the independent brands of Dongfeng Group, but this also increases the competition with the brands to a certain extent. At present, the domestic independent brands with better development of high-end brands are mainly Red Flag and Lecker, which relies on the influence and technology of Volvo, while Red Flag also has a long brand history and status, which are difficult for Oriental Group to reach.

In terms of new energy vehicles, there are many brands such as NIO, Tesla, Hechuang and so on. Although Lantu is backed by Dongfeng Group, as a freshman in the field of new energy vehicles and as an independent department, what attitude should Lantu brand take to compete with them?

In addition, although China is the largest market for new energy vehicles, after the decline of subsidies for new energy vehicles last year, sales of new energy vehicles have declined for 12 consecutive months compared with the same period last year, and the new forces of car building have also accelerated the new sector. many brands that have invested heavily in the development of new energy vehicles in the early days are facing bankruptcy.

Not to mention whether the Chinese market needs a new high-end brand, the appearance time of Lantu and the old employer behind it, the development of Lantu has been given a big question mark.

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