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Voyah Exec on 'Involution': Auto Industry Should Follow Rules, Shift from Price War to Value War
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On September 22, Lantu Auto Chairman Lu Fang and CBO Shao Mingfeng gave a late-night interview to Securities Times, addressing industry 'involution' (neijuan) and the company's partnership with Huawei. The interview followed the launch of the Lantu Dreamer 9, a large MPV priced from 419,900 yuan, featuring Huawei's Qiankun smart driving system ADS 5, four LiDAR sensors, and an L3 autonomous driving architecture. Shao stated that the best cooperation model is 'strong-strong alliance,' describing the relationship with Huawei as 'harmonious yet different' (he er bu tong). He noted that customer overlap between Lantu Dreamer and Zhijie V9 exceeds 70%, driven by shared interest in Huawei's smart driving technology. Shao argued that MPVs retain advantages in convenience, space, and visibility that SUVs cannot replace, especially as Lantu addresses MPV driving dynamics. Lu Fang revealed the company's '15th Five-Year Plan' vision to become a 'small famous brand,' and called on the industry to move from price wars to value wars, emphasizing originality and innovation. Lantu Dreamer 9 is set to launch in Hong Kong in November.
Source report
On September 22, continuing late into the night until 23:00, Lantu Auto Chairman Lu Fang and CBO Shao Mingfeng were still giving interviews to media outlets including Securities Times, addressing topics such as industry involution and the company's relationship with Huawei.
That evening, Lantu officially launched its new large MPV, the Lantu Dreamer 9, with a starting price of 419,900 RMB. It marked the largest-scale and longest-duration product launch in Lantu's history, with celebrity Zhao Yazhi among those attending the event.
A Shift in Launch Strategy
While the automotive industry generally places heavy emphasis on pre-sale launch events, Lantu Dreamer 9 placed greater importance on the official launch event — a relatively rare approach in the auto circle.
Speaking at the event, Shao Mingfeng remarked: "When users already have a high level of awareness about a new automotive product, one launch event should be enough. Right now, there are indeed too many launch events in the auto industry."
On the Huawei Partnership and Cross-Industry Collaboration
Recent adjustments in the cooperation between Huawei and Seres have drawn significant attention. Lantu has also deepened its collaboration with Huawei on intelligent driving. When asked by a Securities Times reporter how to properly view the cross-industry co-creation path between automakers and tech companies, Shao Mingfeng responded:
"The best model of cooperation is a strong alliance between equals. Huawei Qiankun's assisted driving system and Lantu's manufacturing capabilities are a prime example. 'Gentlemen seek harmony but not uniformity' — that is the foundational premise for a good partnership between both sides."
Intensifying Competition in China's MPV Market
With the addition of the Dreamer 9, competition in China's MPV market has become even more fierce.
Key players in the MPV segment include Denza D9, Lantu Dreamer, and Zhijie V9. Many products now feature aviation-style seats, refrigerators, and second-row configurations that have become standard entry-level offerings.
From the configuration of Lantu's new model, it includes:
- Tiger-ju intelligent chassis
- Three-chamber independent air springs + dual-valve EDC dampers
- Huawei Qiankun intelligent driving ADS 5
- 4 LiDAR sensors
- L3-level autonomous driving architecture
Two Key Observations on Competition
1. Intra-Huawei Ecosystem Competition
Shao Mingfeng noted that the user overlap between Lantu Dreamer and Zhijie V9 once exceeded 70%. "The reason behind this is that everyone values Huawei's intelligent driving. Looking at Lantu's products, the replacement and upgrade rate is very high. Some users value social attributes — nearly 80% of users are entrepreneurs or business owners."
2. Competition Beyond the MPV Segment
NIO CEO William Li once said during the launch of a full-size SUV: "Forget about MPVs."
In response, Shao Mingfeng argued: "Convenience of getting in and out, spatial flexibility, and seating visibility — these are all advantages of MPVs that SUVs cannot replace. In particular, the Lantu Dreamer has addressed the handling短板 (shortcomings) of MPVs. Both MPVs and SUVs will have their own user bases."
Hong Kong Launch and Lantu's Vision
The Lantu Dreamer 9 is scheduled to launch in Hong Kong in November. Lu Fang revealed that the relevant sales and after-sales service systems are currently being established.
During the interview, Lu Fang rarely shared Lantu's long-term vision. He stated:
"During the '15th Five-Year Plan' period, I hope to build Lantu into a brand with some recognition."
He added: "Over the past few decades, China's automotive industry has seized important opportunities, evolving from dream chasers to dream achievers. We have achieved significant results in both technology and scale. 'Involution' is a topic that arises when an industry reaches a certain stage of development. In the history of European industrial development, industries like textiles have faced similar issues. We should not fear problems — we should solve them. Multiple government ministries have issued policies to guide the healthy development of the automotive industry. The entire industry should follow rules and act in accordance with national policies. At the same time, companies must place greater emphasis on originality and innovation, delivering more valuable experiences through products and services, and moving from price wars to value wars."
Source
e公司Eastern