According to the official introduction, Lan Tu's homonym is "blueprint", which means good planning and good prospects. On the brand LOGO, Kunpeng's wings are unfolded in the shape of wings, and the unfolded wings also have a beautiful meaning.
It is understood that the H division of Dongfeng Company started from 2065438+April 2009, mainly to build a brand-new high-end new energy brand, and finally established Lan Tu Automotive Technology Company and Lan Tu brand. The official said that Lan Tu operates completely independently and is not affiliated with any subsidiary of Dongfeng Group. As a brand-new high-end new energy brand of Dongfeng, Lan Tu brand will create two "high-end"-brand positioning high-end and market positioning high-end.
At present, Dongfeng Company has four independent brands: Dongfeng Shen Feng, Dongfeng Scenery, Dongfeng Popular and Dongfeng Qichen. The product prices of these four brands are mainly below 6.5438+0.5 million yuan, and Lan Tu takes the task of high-end Dongfeng Company in the form of electrification. You Zheng, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Company, said, "At present, the maximum price of China brand products under Dongfeng Group is 6.5438+0.4 million yuan. However, with the upgrading of consumption in China automobile market, the mid-to-high-end market of 200,000-350,000 yuan is growing rapidly. Only this price market can carry the electrification and intelligent technology of Dongfeng Group in the future."
This also means that in the future, the product market positioning of Lan Tu brand will be in the price range of 200,000-350,000 yuan, and at the same time, it will take the form of self-built sales channels. Judging from the product price, Lan Tu may compete with Guangzhou Automobile Weilai to create a brand and FAW Hongqi in the future.
You Zheng, member of the Standing Committee of the Party Committee of Dongfeng Company and deputy general manager, is responsible for the high-end team of Lan Tu brand. At the same time, Fang Lu, the former special technical director of the strategic planning department of Dongfeng Company, became the CEO and chief technology officer of Lan Tu; Lei Xin, former executive deputy general manager of Dongfeng Ying finidi, served as the chief brand officer, mainly responsible for the strategic management and operation of Lan Tu brand; Jiang Dao, the former general manager of Dongfeng Nissan Dalian Branch, served as the chief operating officer, assisting Fang Lu in the daily operation of the company; Shen Jun, former manager of financial reporting department of Dongfeng Company, served as the chief financial officer.
In terms of factory operation, Lan Tu will be upgraded on the basis of the original Dongfeng Renault Wuhan factory as the production base of the brand. At present, Lan Tu brand has planned 9 models, covering SUV, MPV and other products. The first model is scheduled to be put into production on 202 1.
There is no effective breakthrough in the field of fuel vehicles, and new energy vehicles have become a window for many car companies to go to the high end. With the sharp reduction of new energy subsidies and the retreat of the market boom, Dongfeng Lan Tu's high-end brand, which has just entered the market, seems to be slow to the outside world.
In fact, the sales volume of new energy vehicles has continued to decline 12 months after they were greatly separated from the state and local subsidies, and the new forces of making cars have also entered the reshuffle period, and many brands of new forces with huge investment are on the verge of bankruptcy. The market share of new energy vehicles is not large, and high-end products account for less. From June to June 2020, the production and sales of new energy vehicles in China were 397,000 and 393,000 respectively, down by 36.5% and 37.4% respectively.
From the overall environment, the newly established high-end brand Dongfeng Lan Tu will face greater pressure from public opinion and market challenges.