Lantu FREE+ SUV Marks Key Shift for Lantu Automobile

The Lantu FREE+, an SUV that users have "encouraged" to come to market, is becoming a crucial piece in Lantu Automobile's comeback strategy. Officially launched on July 12, the Lantu FREE+ is touted as a four-year project by Lantu, starting at a price of 219,900 yuan. It features standard Huawei's QianKun ADS 4.0 and Harmony Cabin 5, offering a large SUV experience with impressive specifications. CEO Lu Fang claimed at the launch that it is the best-driving Chinese SUV. He emphasized that Lantu does not just pile on configurations; electric vehicles should provide driving pleasure. The initial market response has been overwhelmingly positive, with over 10,000 orders placed within 15 minutes of launch, showcasing Lantu's successful market prediction. Lantu, a core part of Dongfeng Group's high-end electric vehicle transformation, reflects the typical path of Chinese brands' rise— from brand cultivation to user accumulation and then to scale expansion. The Lantu brand was formalized around mid-2020, amid a competitive domestic electric vehicle market filled with new entrants and traditional automakers. Lantu needed to not only drive Dongfeng's shift to electric but also tackle the challenge of upgrading its independent business. With adequate resources from Dongfeng, Lantu's brand progression has been rapid. Within a year of its launch, the first model, Lantu FREE, hit the market, with a commitment to release at least one new vehicle annually, covering SUVs, MPVs, and sedans. However, initial sales were below expectations, with the Lantu FREE selling fewer than 10,000 units in 2021 and under 20,000 units in 2022. By 2023, the situation improved, with annual sales surpassing 50,000 units, but leading domestic brands were already achieving monthly sales of over 50,000 units. Entering 2024, Lantu saw a series of new models launched, including Lantu FREE 318, the new Lantu Dreamer, and Lantu Zhiyin, significantly enhancing its product portfolio. The brand experienced a boost, with consecutive months of sales exceeding 10,000 units in the latter half of 2024, leading to nearly 90,000 units sold for the year. The first half of 2025 has already seen cumulative sales exceed 50,000 units, with the updated Lantu Dreamer achieving deep integration with Huawei technology, quickly becoming a top seller in the high-end electric MPV market. Lantu FREE+’s entry into the market and the rapid initial order volume indicate a strong potential for achieving its ambitious sales target of 200,000 units set at the beginning of the year. The vehicle showcases impressive technical capabilities, highlighted by the partnership with Huawei on advanced driver assistance systems. The Lantu FREE+ is equipped with the QianKun ADS 4.0 system, featuring an upgraded sensor suite that enhances environmental perception and driving safety. Its price point of 219,900 yuan further emphasizes its competitive advantage. The vehicle also boasts an advanced smart cabin experience, enabled by Harmony Cabin 5, which allows seamless integration of smartphone applications. The chassis technology is noteworthy, with Lantu investing 500 million yuan in R&D to refine over 1,000 details. The FREE+ features an all-aluminum chassis and advanced suspension systems for superior driving comfort. Despite its promising features, Lantu faces challenges in ensuring profitability amid significant upfront investments in R&D, production, and marketing. CEO Lu Fang acknowledged the need for time to recover these costs. With the launch of the FREE+, Lantu aims to balance product quality and cost control while navigating increasing market pressure as sales grow. The company plans to expand its dealer network and staffing to meet rising demand, while also addressing competition from other Huawei-affiliated products. In summary, Lantu's commitment to listening to user feedback has shaped its strategy, focusing on value rather than price wars. As Lantu continues to push forward, it presents a potential new model in the domestic automotive market, demonstrating that user-centered innovation can lead to success.