[August 28, 2024, Chengdu] On August 28, the new Lantu Dreamer pre-sale conference with the theme of "Dream Sublimation" was held in Chengdu Science Fiction Museum. The new Lantu Dreamer is positioned as "Panoramic Luxury Technology Flagship MPV". This pre-sale has two versions: Kunpeng version The pre-sale price starts from 349,900 yuan, and the pre-sale price of the dry version equipped with Huawei’s Dry Smart Driving ADS 3.0 and Hongmeng cockpit starts from 469,900 yuan. At the same time, there are scheduled rights and interests worth up to 13,998 yuan, including lifetime free vehicle quality assurance, lifetime free three electricity quality assurance, lifetime free basic maintenance (1 time/year), and priority production and delivery of first-sale rights and interests locked in the listing in advance. Further fill the sense of value of technology luxury MPV.
At a time when the market structure of the automotive industry is reshaping and marketing is accelerating changes, various car companies are competing to show the latest and most innovative marketing cards, in order to unlock the survival rules of the traffic era and successfully break through the highly invaded competition. Lantu Automobile, which has always been evaluated by the industry as "good at making products, not good at marketing", is also boldly seeking changes in this unprecedented marketing revolution.
At the pre-sale press conference of the new Landscape Dreamer, Gu Tianle and Li Ruotong, the Godly Condor CP, went across time and space, but Yang Guo’s mount was no longer "Brother Condor", but replaced by the new Landscape Dreamer. This new car interprets the brand connotation of "Dream Sublimation" in the dream chasing story told by the Godly Condor CP. Looking back at Landscape’s recent marketing actions, we can find that the change of Landscape’s marketing thinking is not only concerned with short-term traffic, but in deep resonance with users, watering the soil for the long-term growth of the brand and products.
Divine Condor CP travels through the future to help pre-sell the new Landmap Dreamer
The new Landscape Dreamer, as the first model jointly built by Landscape and Huawei, has the extraordinary strength of MPV smart ceiling level, and the location of its pre-sale conference is also quite futuristic: the main venue of the 81st World Science Fiction Convention – Chengdu Science Fiction Museum, the appearance of this building is like a "nebula-like" flapping wings, and the silver metal roof reflects dazzling light, which makes people feel as if they are in the future city, laying a full science and technology base color for the event.
Another small climax of this pre-sale conference was the surprise reunion of Gu Tianle and Li Ruotong to the Divine Condor CP. For the post-70s, 80s and some post-90s, Yang Guo and Xiaolongnu, a classic CP, are full of memories, and they were also selected by the majority of netizens as one of the three best CPs in Jin Yong’s pen. At the event, the two stars shared the joy of a long-term reunion, talked about the pursuit of life and dreams, and showed that they were not only the "dream CP" in the hearts of the audience, but also lived the dream in reality, which can be said to be a veritable "double winner". For the new Landscape Dreamer, the two stars gave high praise, and "Aunt" Li Ruotong strongly expressed her willingness to place an order for the new Landscape Dreamer on the spot, and ordered it as soon as possible after the event, becoming the first batch of car owners.
In addition, adhering to the concept of "user first", Lantu also invited 100 car owners to the pre-sale of the new Lantu Dreamer, making it the "limited protagonist" of this exciting event, giving users a unique "value" experience. After the pre-sale conference, the media and users posted orders for the new Lantu Dreamer on the social platform, showing the luxury, intelligence, space and safety of the new Lantu Dreamer in a comprehensive way.
It can be said that this pre-sale event, which integrates a feast of fashion vision, all-round experience of technological intelligence, and interpretation of lifestyle in the new era, fully demonstrates the determination and strength of Lantu’s marketing innovation. Unique venue selection, inventive star guests, and user-centered concepts are all highlights of Lantu’s opening up of ideas, setting a new benchmark for marketing innovation in the automotive industry.
Focusing on the user, creating a "fan" circle
In today’s car market, the "fan economy" is no longer unfamiliar, and its core lies in seizing the user’s mind. Behind the new Lantu Dreamer pre-sale conference, it is the careful interpretation of the concept of "customer first". In the marketing model, Lantu accurately locates the segmented population, not only meets the rational needs of users with immersive scene experience, but also innovates marketing from the emotional level, resonates with users at the same frequency, and three-dimensionally shows the brand temperature to win users’ emotional recognition.
"In the current environment, users are more willing to get to know you through interaction, or through you to understand the products and brands behind you," said Lu Fang, chief executive of Landmap Automotive Technology Co., Ltd. "What should users see when they face Landmap? I think users want to face a warm person, not a cold organization."
In the past two years, Lantu Automobile has been continuously innovating at the marketing level and has repeatedly made strange moves. For example, 2023 VOYAH NIGHT user night, users spontaneously light up their waists, and send users to large screens at home and abroad. On May 30, famous singer Tengger and popular variety show "Ace to Ace" host Shen Tao, together with Lu Fang, CEO of Lantu Automotive Technology Co., Ltd., and Shao Mingfeng, general manager of Lantu Automotive Sales and Service Co., Ltd., officially announced the pre-sale of Lantu FREE 318 in an interesting live broadcast at the 318 Sichuan-Tibet Line Zero-kilometer Self-Driving Tour Base Camp in Ya’an City, Sichuan Province. In June this year, Lantu FREE 318 was listed, and the 1200-kilometer long test live broadcast from Wuhan to Ya’an, to the automatic parking challenge on the big cliff of Longtou Mountain in Sichuan, Lantu Automotive Technology Co., Ltd. CEO Lu Fangjun personally went into battle. He said: "When I do live broadcasts and communicate with users on social media, I use it as a bridge or link between users and Landmap, or a bridge for users to understand Landmap."
The pre-sale conference of the new Landscape Dreamer once again showcased new ideas, maximizing the release of the topic potential energy of Gu Tianle and Li Ruotong through the official end game, creating interesting, informative, terrifying, and popular events and content, hitting the user’s interest and resonance points from the emotional level, thus realizing the rapid detonation of the new Landscape Dreamer.
Pre-sale price from 349,900 yuan, over one million luxury value
Shao Mingfeng, general manager of Lantu Automotive Sales and Service Co., Ltd., believes that under the condition of user experience, based on the improvement of its own technical strength, it is necessary to let more C-end users know the brand, so "we have to fight for traffic, but do it positively".
Indeed, blacksmithing requires its own toughness, and smart marketing methods may emerge in an endless stream, but the constant is that strength comes first. The power of Chinese luxury top products may be another reason why the new Landscape Dreamer can come out of the circle.
At present, the Landmap Dreamer performs extremely well in terms of space, energy consumption, comfort, safety, driving control, etc. The ESSA architecture it adopts can be called the ceiling of the new energy architecture, reaching the specifications of the million-class luxury SUV chassis, and the 2000Mpa hot-formed steel cage safety body. It has five "world-first" technological innovations.
The new Landmap Dreamer has carried out more than 1,000 configuration upgrades on the basis of the original excellent product strength of Dreamer, and the luxury has been upgraded, including the standard intelligent electric four-wheel drive system in the whole series, the only one million-level magic carpet chassis in the same class and CDC electromagnetic shock absorption, the longest support for 40 + hours, the longest continuous external discharge in the same class, the original luxury design in China, and the first equipped with Huawei Smart Driving ADS 3.0 and Hongmeng cockpit, which can support high-speed NOA and urban NOA, without relying on high-precision maps, and no map global communication. It can be said that the sense of value of China’s high-end MPV has been raised to a new height.
In today’s increasingly competitive industry, various automakers have launched an all-round competition around technology, products, services, and supply chains. The new Landscape Dreamer pre-sale conference is undoubtedly another successful marketing attempt by Landscape, promoting the user’s spontaneous tap water effect and creating a new model for the pre-sale of the automotive industry.
As Lu Fang, CEO of Lantu Automotive Technology Co., Ltd., said, "The change in marketing methods allows users to face warm people rather than cold organizations." Lantu not only uses millions of strength to give users enough experience value from the product level, but also uses novel marketing methods to penetrate the circle, narrow the distance between the brand and users, and let users feel the brand culture and high value recognition.
About Landscape
Lantu Automobile was founded in April 2019. It is a high-end smart electric vehicle brand under Dongfeng Motor. It integrates Dongfeng’s 55 years of vehicle manufacturing technology and superior resources, and builds an innovative business model with users as the center. It is China’s "new strength in vehicle manufacturing" and is committed to becoming the "leader in high-end electric vehicles in China".
As a brand rooted in the birth of Chinese culture, Lantu takes "Let the car drive the dream and empower the better life" as the brand mission, and creates a modern style and better life for the new backbone of contemporary society with the brand personality of "light, quiet and elegant". On April 18, 2023, the Lantu brand was rejuvenated and upgraded, creating a combination of Chinese elegance and pioneering technology, endowing modern automobile industry products with unique connotations, and bringing users a brand experience full of cultural charm and heritage.
Lantu Automotive products are based on performance driving control, extreme safety and Chinese aesthetics, providing users with a reliable, safe and luxurious travel experience, including SUVs, MPVs and sedans.
In terms of SUVs, in June 2021, the Landmap FREE was officially launched; on August 19, 2023, the new Landmap FREE was launched; on June 14, 2024, the Landmap FREE 318 was launched, launching the rear-drive round-trip version and the four-wheel drive exploration version. Among them, the rear-drive round-trip version has the longest pure electric battery life of a 318-kilometer hybrid SUV.
In terms of MPV, Landmap Dreamer was officially launched on May 7, 2022, with 17 MPV first-ride technologies and 21 leading technologies of the same level, leading the global MPV into a new era of electrification and low-carbon travel; the new Landmap Dreamer was launched on October 12, 2023, with seven models of PHEV and EV power. The three-electric technology and power system were fully upgraded, and the vehicle configuration was fully upgraded. On June 1, 2024, the new product "Landmap Dreamer Private Customized Edition" of the exclusive haute couture platform for Landmap Dreamer owners was launched.
In terms of cars, on April 18, 2023, the first car with Tianyuan architecture, Landu Chasing Light, was launched, creating a new benchmark of Chinese luxury with all the ultimate product strength. On December 5, 2023, Landu Chasing Light PHEV was launched.