LANTU has the confidence to continue to lead Chinese auto brands upward

　　International Online News: Brand is the common pursuit of producers and consumers, the direction of upgrading the supply side and the demand side, and an important manifestation of the comprehensive competitiveness of enterprises and even the country. May 10, 2022 is the sixth "China Brand Day". In order to vigorously promote Chinese national brands, tell Chinese brand stories well, and enhance exchanges and mutual learning between Chinese and foreign brands, China Central Radio and Television International Online launched the "China Brand Day – China Brand, World Sharing" theme interview activity, allowing global netizens to learn more about the charm of Chinese brands, discover new brand forces with the vitality of the times, and help enterprises branding. Lu Fang, CEO and CTO of Lantu Automobile, was interviewed by international online reporters on the rise of Chinese auto brands and how Chinese auto companies can create new models and lead new consumption.

Lu Fang, CEO and CTO of Landmap Automotive (Image source: Landmap Automotive)

　　Committed to being a leader in high-end electric vehicles, providing users with "zero anxiety" products and services

　　Lantu Automobile is a high-end new energy brand that Dongfeng has built heavily. It carries the dual mission of Dongfeng’s brand upward and exploring a new model of independent brand development. It fully integrates Dongfeng’s over 52 years of vehicle manufacturing strength, relies on the strength background of the "national team" and world-class supply chain partners. With sufficient capital and talent accumulation, the world’s leading smart factory and quality assurance system, and rigorous R & D strength, it has explored a new strategy, a new organizational mechanism, a new business model and a new team. Provide users with intelligent experience and services that exceed expectations, and accelerate the conversion of fuel vehicles to electric.

　　China is the world’s largest automotive market. With the advent of the era of smart electric vehicles, China lacks high-end electric brands that represent China. In Lu Fang’s view, high-end brands "not only need to provide products and services that exceed users’ expectations, but also need to convey more valuable connotations. High-end brand building is a dynamic process of system building. In this process, we must first think about" who I am, who I serve, and what I want to provide. "

　　Lu Fang introduced that as a high-end smart electric vehicle technology company, Lantu is China’s "new strength in car making". Lantu is positioned as a "zero anxiety high-end smart electric brand", with the brand mission of "Let cars drive dreams and empower a better life", and is committed to becoming "China’s high-end electric vehicle leader" and a leader in the new energy 3.0 era.

　　"Landmap serves the new backbone. They have grown up with the great historical process of reform and opening up, witnessed and experienced the establishment of China’s automobile society; they pursue a better quality and more tasteful automobile life; they have a good educational background, are full of innovative spirit, and are eager to be free, constantly explore and realize their self-worth." Lu Fang said that Landmap should provide users with "zero anxiety" products and services, strive to solve the six major anxieties such as mileage, quality, safety, sustainable brand development, product delivery and service, and build a new ecosystem to provide users with full life cycle services, so that users can have the best car experience.

　　Create and share with users, and actively deploy new consumption

　　Under the influence of new technologies such as 5G and artificial intelligence, the automotive industry has fully launched a "user-oriented" consumption revolution, and digital revolution, consumption upgrading, and decentralization have become major trends. At the same time, e-commerce and new retail are changing the purchasing habits of a new generation of consumer groups, who urgently need a more convenient and easier car buying experience.

　　Facing the general trend of new consumption, as a user-based technology enterprise, Lantu Auto insists on user-centricity, co-creating and sharing with users, and actively deploying new consumption. "As the first enterprise of a central enterprise to create a direct channel model, Lantu has created an’offline experience + online purchase ‘model through digital platforms. So far, we have built 56 Lantu spaces in 25 cities across the country, and the number of Lantu online APP users has exceeded 1 million," Lu Fang said.

　　LANTU Auto not only has the full support of Dongfeng Group in the fields of strategy, technology, talent and capital, but also combines the flexible innovation mechanism of the majority of new car-making forces to explore an innovative and integrated development model of "mature car companies + new car-making forces". Lu Fang said that having full independent decision-making power, a more diverse talent structure and a more open and inclusive corporate culture are all conducive to LANTU maintaining a keen market sense, actively embracing change, and always adhering to user thinking. In addition, the direct sales model adopted by LANTU is direct to users, and digital tools can also provide users with seamless online and offline connection services.

　　With the ability to directly compete with overseas high-end brands, Lantu accelerates its entry into overseas markets

　　In Lu Fang’s opinion, in recent years, China’s new energy vehicles have flourished, leading the world in the fields of intelligence, networking and "three electricity". With the fully upgraded power performance, control quality and the new experience brought by intelligent technology, more and more Chinese consumers are favored to buy smart electric vehicles. Standing at the juncture of a new round of international division of labor adjustment, Chinese car brands are shouldering the mission of climbing to the high end of the global value chain, and Chinese car companies are shouldering the heavy responsibility of going from China to the world.

　　Talking about the Lantu brand’s entry into overseas markets, Lu Fang said that on February 17, 2022, Lantu Automobile announced its official entry into the European market, landing in Norway for the first time, becoming the first overseas brand of the new energy national team. The first Lantu space in Oslo, Norway will officially open in June, and the first batch of vehicles is expected to be delivered to Norwegian users within the year.

　　"The success of Lantu FREE in China has strengthened the confidence to compete directly with overseas high-end brands." Lu Fang said that the average price of Lantu FREE has reached 338,000, breaking through the height of Chinese brand value of mature car companies. So far, it has been selected by more than 10,000 users, indicating that Chinese independent brands have the ability to compete directly with overseas high-end brands in the traditional developed country automobile market.

Customers from Norway, France, Russia and other countries visit the Lantu factory (Image source: Lantu Automotive)

　　Norway’s environmentally friendly culture and high recognition of new energy vehicles provide a good market foundation for Lantu FREE to go overseas. We also hope to bring good products to the Norwegian people and provide more choices for Norwegian users. Lu Fang said that Lantu FREE’s export to Norway is the first step for Lantu to enter the overseas market. In the future, Lantu will enter other European countries one after another, gradually enrich its product layout in Europe, and rely on innovative technologies and service experiences to meet and lead European consumers’ demand for high-quality intelligent electric mobility. We hope to continuously enhance product experience and brand influence, and promote Chinese brands to go global.

　　Create high-end new energy vehicles with ingenuity, and continue to lead Chinese auto brands upward

　　For a long time, Chinese auto brands have basically no distinct brand perception, which has become synonymous with cost performance. Lu Fang introduced that, just as the Lantu LOGO logo implies, Kunpeng’s wings symbolize strength and creativity, expressing the same characteristics of the brand and customers, and jointly creating a blueprint for a better life. While inheriting the Dongfeng brand value concept "quality, wisdom, and joy", Lantu adheres to its own brand style of "light, quiet and elegant", and strives to meet the spiritual pursuit of the new backbone "freedom, continuous exploration, and upward breakthrough".

LANTU FREE won the "Jury Award" at the 2021 China Auto Festival (Image source: LANTU Auto)

　　As a representative of China’s new automotive strength and the upward power of Chinese brands, Lantu carries the Chinese people’s dream of an automotive power and people’s yearning for a better life. Through the guidance of a clear brand development strategy and path, Lantu has the confidence and strength to continuously optimize the product structure and business model, promote the deep integration of intelligent interconnection and the automotive industry, and create the ingenuity of the "new strength" high-end new energy vehicles of central enterprises, and continue to lead the upward trend of Chinese auto brands.

　　Lu Fang said that Lantu is an important strategic layout for Dongfeng’s transformation into an "excellent technology enterprise", and is one of the key measures of Dongfeng’s 14th Five-Year Strategic Plan "Dongfeng Rising" plan. Lantu will continue to take on the leading mission, and will use more Lantu creation, Lantu wisdom, and Lantu model in the future to contribute to building an automotive powerhouse; continue to master key core technologies, and join hands with upstream and downstream industry chain partners to jointly promote a beautiful blueprint for China’s automotive industry. (Source: Lantu)