Even though the century-old automotive industry has gone through ups and downs and witnessed the rise and fall of countless markets and the rise and fall of giants, the fierce competition in the automotive industry in 2024 is still breathtaking.
The penetration rate of new energy vehicles has continuously exceeded that of fuel vehicles, and old mainstream joint ventures are under pressure; new car-making forces are no longer young and are celebrating their tenth birthdays; the former new force sales champion has been marginalized by a change of leadership, and a mainstream enterprise has been disbanded on the spot...
Extended-range and plug-in hybrids have replaced pure electric vehicles and become the fastest-growing market segments; end-to-end big models have replaced regulatory control algorithms and become the mainstream technology school of intelligent driving...
It is no exaggeration to describe this year as “a once-in-a-century transformation”.
On the other hand, it is not difficult to find that traditional giants are accelerating their transformation. Multinational automakers are opening their minds to seize the high ground of "joint venture 2.0". China's "national team", relying on its deep accumulation of system strength and continuous innovation, is taking firm and steady steps to gradually regain the right to speak in the era of smart electric vehicles and return to the center of the stage.
Lantu Auto, which was recently praised in CCTV's "Focus Interview" program's year-end review series "Confidence 2024", is a typical case.
Thanks to the outstanding performance of its high-end intelligent green manufacturing plant and its latest masterpiece, Lantu Zhiyin, Lantu Auto is hailed as a successful model from production and manufacturing to brand building.
In December 2024, VOYAH Auto delivered 12,136 new vehicles, a year-on-year increase of 21%, and joined the "10,000-vehicle club" for four consecutive months. VOYAH ended the year with a strong "eight consecutive increases" in sales. From January to December, a total of 85,697 vehicles were delivered, a year-on-year increase of 70%.
Although, as mentioned above, competition in the automotive industry is becoming increasingly fierce and the reshuffle is intensifying, Lantu has emerged as a "new force". As a "national team" in car manufacturing, Lantu's sales and reputation continue to rise. What did Lantu do right behind its steady growth? Behind this is the original intention of car manufacturing that is user-centered; the confidence to build the first new energy brand of central state-owned enterprises; and the determination to lead the industry's high-quality development and catch up with multinational giants.
2024 has passed, and 2025 will also be a year full of more unknown challenges. Lantu has also set higher goals for the new year, making every effort to build the No. 1 new energy brand among central state-owned enterprises and sprinting to annual sales of 200,000 vehicles. What is the confidence?
With great sales and good reputation, Lantu wins the heart of users with sincerity
Over the past year, VOYAH Auto has made progress on multiple fronts and achieved rapid growth. With the strong layout of three heavyweight models, namely the "road traveler" VOYAH FREE 318, the "panoramic luxury technology flagship MPV" new VOYAH Dreamer and the "new luxury pure electric SUV" VOYAH Zhiyin, it has successfully completed the product layout of "three categories in four years and four models".
As the sales backbone of Lantu, the new Lantu Dreamer was upgraded in September last year, which fully demonstrated Lantu's "listening to advice". For example, it actively responded to consumer demand and filled the comfortable and entertaining configurations such as refrigerators, color TVs, and sofas favored by high-end new energy vehicle users. In addition, the owners of the old model once reported that the three-row seats did not support adjustment. The new Lantu Dreamer has made targeted improvements and added longitudinal adjustment.
Sincerity brings sincerity. From October to November, Dreamer topped the sales list of China's high-end MPVs. In December, the monthly sales exceeded 10,000, making it a veritable "hot seller" in the high-end new energy category.
As the sales of Dreamers continue to rise, Lantu Auto's monthly sales have remained stable at more than 10,000 units for four consecutive months, achieving a strong "eight consecutive increases".
In the latest market research, the user net recommendation value (NPS) of Lantu Dreamer is as high as 84.2%, which is ahead of other competing models and has become the first choice for users to buy high-end MPVs. The high-end version of the new Lantu Dreamer accounts for more than 51% of the orders, gaining the favor of the high-net-worth elite circle family.
As a blockbuster product of Lantu Motors in the field of pure electric vehicles, Lantu Zhiyin redefines the industry's "three-electric" new standards with "901KM endurance/full-range 800V high-voltage silicon carbide platform/5C supercharging", becoming a new benchmark for 200,000-class new luxury pure electric SUVs. At present, Lantu Zhiyin has become the car purchase choice of more and more users.
As a user-oriented technology company, Lantu Motors not only delivers a high-quality car to users, but also pays great attention to making friends with users. Every year, it holds activities such as "User Night" to listen to the voices of users and let users witness every bit of Lantu Motors' growth. In exchange for true love, Lantu users are not only willing to spontaneously advertise for Lantu and organize activities to celebrate the launch of new cars, but more people are also spontaneously promoting Lantu and doing long-term testing. Some car owners even helped "bring goods" at the 2024 Guangzhou Auto Show, selling 8 cars in 8 days... This two-way rush between the brand and the user interprets the new era of "seeking bosom friends in the mountains and rivers".
In his New Year's letter to all employees, Lu Fang, CEO of Lantu Auto, pointed out that "in 2024, we will listen to advice more and more, and exchange sincere service for the sincere support of users. Users will spontaneously advertise for Lantu and do long-term testing for Lantu." The so-called "listen to advice" means to be user-centric, to be the company that best meets user needs, and to create high-value products with innovative thinking and methods.
In response to users' anxiety about the range of pure electric vehicles, Lantu launched the world's first megawatt-level brand supercharging station - Lantu VP1000, which takes user experience to a new level with its hard-core strength of "charging 1.7 kilometers in seconds"; Lantu also developed the first air spring in China, which not only reduces the cost of the entire vehicle, but also meets its users' expectations for a higher driving experience.
All success, in the final analysis, is first of all the success of product strength. Only the services, operations, and marketing built on this can achieve targeted results. From product design to after-sales service, Lantu strives to think about what users want in every link. As Lu said in an internal letter, "Only by creating high-quality products and services can we better meet the needs of users for a better life." In 2025, Lantu plans to launch more than 4 new or modified models to sprint to the annual sales target of 200,000 units.
For VOYAH, sales volume is not the goal, but a proof of mass production of happiness for users. With FREE 318, Dreamer and Zhiyin, VOYAH will end 2024 perfectly, and will also accompany users to open a chapter of happiness in 2025.
Adhere to full-stack self-development to build a generation-leading technical strength
Whether it is "listening to advice" and treating users sincerely, or improving the product lineup, the technology itself is the support behind it. As the lifeline of a company, no amount of investment is too much.
As Dongfeng Motor's shining pearl in the new energy field, Lantu Motors has regarded high-quality development as its lifeline since its inception. It has continuously increased its investment in product research and development, and joined hands with top scientific research forces at home and abroad to jointly promote the leap in product technology content and the improvement of added value.
Lantu Motors insists on self-developed and controllable core technologies, leading the industry in hybrid technology and chassis technology, and insists on win-win cooperation with outstanding partners in the industry. Based on the self-developed ESSA and Tianyuan architecture, Lantu Motors has achieved mass production applications such as 5C super fast charging and full-domain 800V high-voltage silicon carbide platform, developed Kunpeng Intelligent Driving and Xiaoyao Cockpit, and entered the first echelon of intelligent driving and intelligent cockpit. For example, Lantu Zhiyin, which is born with core three-electric technologies such as "901km/full-domain 800V high-voltage silicon carbide platform/5C super fast charging" and equipped with Kunpeng Intelligent Driving and Xiaoyao Cockpit, is the "strongest voice" of technology that Lantu shouts to the era of smart electric vehicles.
Data shows that the growth rate of Lantu Motors' patents has always been at the forefront of new energy vehicle manufacturing. As of December 2024, Lantu has accumulated 4,188 patents, including 4,047 domestic patents and 141 overseas patents. Among them, a total of 3,579 invention patents were laid out, accounting for 87.72% of the total patent layout. And as of December 2024, Lantu has accumulated 1,057 authorized patents, of which 599 are authorized inventions.
Lantu has integrated the long-term development concept, excellent product reliability and adherence to the bottom line of quality into every aspect of its business operations. Relying on self-research and cooperation, Lantu Automobile has built a generation-leading technical strength.
Only by being the first in technology can we be the first in sales. As a national team in car manufacturing, Lantu’s solid development of technology is not only a sign of its respect for car manufacturing itself, but also a manifestation of its unique charm of being reliable, sticking to the bottom line and full of long-termism.
Breaking the circle and moving upward, Lantu is moving towards becoming the top new energy brand among central state-owned enterprises
In addition to the general consumer market, Lantu has also achieved many highlights on a larger and higher stage with its down-to-earth spirit and rigorous and reliable product quality.
For a long time, VOYAH has been the official designated vehicle for various grand events, and has shined in hundreds of important national and international events. Through high-end conferences and events such as the National People's Congress and the Chinese People's Political Consultative Conference, the Dalian Davos Forum, the Huabiao, the Hundred Flowers Awards, and the Boao Forum, VOYAH has set a benchmark for new energy vehicle brands while increasing brand awareness and market attention.
Lantu Auto not only quickly gained fans in China, but also became a new name card for Chinese new energy vehicles going global. Since the creation of its first product, Lantu has combined Chinese culture with modern industrial products, and transformed its confidence in products, technology, and culture into brand confidence to sail overseas and resonate with global users.
At Milan International Fashion Week, the VOYAH concept car i-Cozy made a stunning appearance on Via della Torini, where high-end furniture boutiques gathered; the VOYAH Zhiyin global version made its debut at the Turin Motor Show and was selected as the lead car to lead a city tour in Turin; VOYAH FREE also became the official designated car of the Italian Armani Basketball Club.
At present, Lantu has entered more than 20 countries around the world, and has successively launched brands and models in Italy, Spain, Slovenia, Portugal and other countries, steadily advancing its market layout in Europe and the countries participating in the construction of the "Belt and Road".
With "6655" as its core goal, VOYAH Auto plans to achieve a comprehensive layout in 60 countries on six continents and establish 500 sales and service outlets by 2030, while pushing overseas cumulative sales to more than 500,000 vehicles. In 2025, VOYAH Auto will actively explore emerging markets such as the Middle East and strive to cover a wider range of regions.
Lantu has not only successfully exported its products overseas, but also achieved cross-border communication at the brand and cultural levels. Through its unique brand charm and profound cultural heritage, it vividly tells the story of Chinese brands to overseas users and demonstrates the unique value and charm of Chinese brands.
at last
Since General Secretary Xi Jinping put forward the strategic guidance with foresight that "the development of new energy vehicles is the only way for my country to move from an automobile power to an automobile powerhouse", Dongfeng Motor Group and its high-end smart new energy brand Lantu Auto, which it has devoted its efforts to building, have always regarded this important instruction as the core guide for its corporate development.
While relying on Dongfeng Group's 56 years of automobile manufacturing experience, Lantu Auto has actively sought change. After four years of hard work, it has developed into a leader in China's new energy vehicle industry.
As Lu Fang said in the letter released at the beginning of the new year, "Adhere to long-termism and work hard for a long time. Carry forward the spirit of nailing down the nails. When doing anything, you must constantly polish and penetrate, strive to do the best, accumulate small victories into big ones, and realize the change from quantitative change to qualitative change." Lantu is firmly moving towards the top brand of new energy of central state-owned enterprises.
