On the evening of September 26, at the Shanghai World Expo Creative Show, Lantu held a unique automotive catwalk show - "The Rebirth of Heaven and Earth" Era Fashion Night, which put intangible cultural heritage, oriental aesthetics and modern technology on the catwalk, interweaving into a picture of "people and cars sharing the splendor".
At the event, Lantu officially unveiled its "Tian Di Kun Peng 2.0" design philosophy and unveiled its three flagship models: the Lantu Dreamer, the Lantu Taishan, and the Lantu Light Chaser L. The Lantu Taishan made its global debut and opened for pre-order simultaneously with the Light Chaser L, demonstrating Lantu's confidence in further expanding into the high-end market.
"Design should not only serve the value of use, but also give products emotional value through cultural resonance." Lu Fang, chairman and general manager of Lantu Auto Technology Co., Ltd., admitted in an interview after the press conference that Lantu's original intention of holding this fashion show was to break the aesthetic paradigm of automobile design that has long been dominated by the West and to make Chinese culture the underlying color of the brand's upward development.
At the event, models wore custom-made costumes that incorporated intangible cultural heritage elements such as horsetail embroidery and horse-face skirts, and performed on the same stage with the car models the three aesthetic chapters of "Kun Wandering in the Void", "Soaring into the Sky", and "Kun and Peng Become One".
In Lu Fang's view, this crossover is not simply visual marketing, but an exploration of the core of "Chinese luxury": "When we need inspiration, it is natural to return to classics such as Zhuangzi and the Analects. Luxury must be supported by cultural heritage."
This cultural confidence is also reflected in the naming of the models. Shao Mingfeng, CBO and General Manager of Sales at Lantu Auto Technology Co., Ltd., explained that the names "FREE, Chasing Light, Dreamer, and Soulmate" derive from the concept of "the backbone of the new era pursuing their dreams with the light of freedom in their hearts," while "Taishan" aligns perfectly with the model's imposing presence and cultural symbolism: "Users are like Mount Tai, the backbone of their families and society. We hope our cars can become their reliable partners." Notably, the styling of all Lantu models is independently developed by a team of Chinese designers. Lu Fang emphasized, "We will never again follow the path of plagiarism, but instead seek originality from cultural sources."
As a strategic model for the Lantu brand's upward trajectory, the Lantu Taishan holds high expectations. Shao Mingfeng stated in an interview, "This car is designed to rival the BBA." The Lantu Taishan is not only the first 800V intelligent super-hybrid SUV in the Chinese market, but also features technologies such as 5C Supercharging, three-chamber air suspension + EDC Magic Carpet, and 16° rear-wheel steering, aiming to redefine the value benchmark for flagship SUVs. Lu Fang added that the Taishan's development took nearly four years, with "maximum interior space and top-tier safety" being key considerations. "The Chinese have always considered 'bigness' beautiful,' and the Taishan must meet the needs of family travel and be a reliable and dependable vehicle for users."
The Lantu Light Chasing L, which opened for pre-orders simultaneously, attempts to crack the "toughest challenge" in the luxury sedan market. Shao Mingfeng confidently stated, "Whether in chassis tuning, intelligent configuration, or safety performance, we are far ahead of BBA." As the only hybrid sedan equipped with a full-range 800V intelligent super hybrid, Huawei Qiankun ADS 4.0, and Hongmeng Cockpit 5.1, the Lantu Light Chasing L targets the travel needs of the new generation of elites with its "relaxed" driving experience and "inner comfort" cabin design. Regarding comparisons with the Zunjie S800, Lu Fang responded, "The positioning is completely different, but we are happy to see Chinese brands forming a synergy in the high-end sedan market."
When asked how Chinese brands can overcome cultural differences in overseas markets, Lu Fang explained that Lantu is choosing to break through with the logic of "underlying connectivity." Lu Fang cited the example of Lantu incorporating Chinese elements like the Welcoming Pine and Hubei turquoise into its overseas stores, "making its products a window for the world to understand China." Last year's Milan Fashion Week showcased the resonance between Eastern aesthetics and international fashion. Shao Mingfeng revealed that Lantu is accelerating its channel upgrades, with a 20,000-square-meter self-operated flagship store set to open by the end of October. The company also plans to expand its channel footprint 1.5 times this year, stating that "service experience is key to high-end competition."
As the industry grapples with internal competition in configuration, Lantu is attempting to tap into emotional value. Lu Fang shared an amusing anecdote: an investor suggested calling the Taishan the "Donghu Cullinan," because "people need tangible symbols of luxury." Shao Mingfeng believes the future of high-end vehicles lies in their social nature: "Today's show is about bringing Lantu into the realms of fashion and art, providing users with a sense of identity." In the face of competitors like the Wenjie M9 and Denza N9, he frankly acknowledged that Taishan needs to maintain its leading level of intelligence, but more importantly, "making users feel proud to drive a Lantu."
"We strive, but we're not rushing," Lu Fang said, summarizing Lantu's development. He emphasized that while the Taishan was unveiled ahead of schedule due to user anticipation, it took four years of research and development to achieve its goal. "We insist on doing what's difficult but right." Lantu, by choosing to do "what's difficult but right," represents Chinese brands setting sail for global expansion, embracing the value and charm of Chinese creations with cultural confidence at its core and technological self-reliance as its engine.
