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With the intensification of market competition and the gradual development to the direction of high quality, the high-end road of independent car enterprises seems inevitable. Some people believe that at present, independent car companies should first solve the problem of brands, and the launch of independent high-end brands is an important way. In 2020, a number of independent car companies have announced the establishment of high-end brands, in addition to Dongfeng "Lantu" new brand launch, SAIC Group and Changan Automobile have also announced the launch of high-end independent brands.

SAIC high-end electric vehicle brand

SAIC is working on a new electric smart vehicle brand project codenamed "L", according to Interface News on Oct. 12. The "L" project will be personally led by Chen Hong, chairman of SAIC, with president Wang Xiaoqiu as commander-in-chief.

It is said that in the planning, the "L" project will completely deviate from the inherent operation mode of the previous state-owned automobile enterprises, and the project will set up an independent company and adopt a market-oriented capital operation mode with light assets and heavy R & D. In addition to SAIC, it is expected to attract domestic and international capital in the future.

The complete vehicle section of SAIC covers passenger vehicles and commercial vehicles, and independent brands include Roewe, Mingjue, SAIC Chase, Wuling, Baojun and so on. In the first half of this year, SAIC Roewe has officially launched a new "R standard" series, positioning middle and high-end new energy vehicles. At present, SAIC has launched a number of independent brands of new energy models, of which Roewe has MARVEL X, Roewe R ER6 and other pure electric vehicles.

This time, SAIC plans to launch a high-end new energy brand with an internal code name "L", which means that SAIC will adopt a multi-brand and multi-series development model in the new energy field, forming the coverage of mainstream, mid-and high-end and high-end market products.

Changan Automobile High-end Brand

During the Beijing Auto Show in September this year, Changan Automobile officially revealed the progress of its high-end brand project. Zhu Huarong, chairman of Changan Automobile, said in a media interview, "about high-end brands, it is a topic that Changan cannot get around." In 2017, when Changan's third venture was 1.0, it was clear that Changan would have a high-end brand, but what exactly is it going to do and how is it going? now I can only say that please look forward to it, because the brand sometimes needs to remain a little mysterious. "

He further said, "on the issue of Changan high-end brand, we will explain it to you in the near future." We are indeed very cautious about this brand. After all, many independent car companies have taken many detours on the high-end road of the brand. However, we have not interrupted the plan and are still demonstrating it in detail. Please look forward to it in the industry. "

At present, Changan Automobile has two passenger car brands, Changan passenger car and Auchan passenger car, which have a good momentum of development. Zhu Huarong believes that Changan passenger cars seek brand upward, so they launched a series of high-end UNI products; at the same time, he hopes to use the Auchan brand to try the shared operation of Changan resources, so as to promote the brand partition in Changan cars and promote the high-end.

Now, with the promotion of a new high-end brand project, the market positioning of the brand is not clear for the time being. perhaps the new high-end brand will develop in both fuel vehicles and new energy vehicles, which will supplement the product gap in the high-end market for Chang'an Automobile.

Dongfeng high-end brand "Lantu"

In July 2020, 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 below 150000 yuan. And Lantu uses the electric form, undertakes the Dongfeng company's high-end task, the future mainly in the product market layout of 20-350000 yuan.

The Lantu brand has planned nine models, covering sedans, SUV, MPV and other products, and the first model is scheduled to be put into production in 2021. Among them, the Lantu concept car i-Land has been unveiled to learn about the design and product style of the brand.

From the enterprise development plans of the three independent car companies, we can see that three independent high-end brands will be added to the Chinese market in the future. With the establishment of a new brand, independent car companies are expected to get rid of the current dilemma of middle and low-end product positioning.

Some people in the industry once thought that it was too difficult for Chinese local car companies to try to break through by building new independent high-end brands, and products, technology, design and corporate image were all insurmountable dilemmas. On the other hand, the voice believes that Chinese automobile enterprises will die if they do not take the road of internationalization, but brand awareness will not go up, so globalization must first solve the problem of brands, and the introduction of independent high-end brands is an important way.

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