Lantu's 360-Degree Stunt: A Bold Marketing Move for an Electric SUV

The Loop That Launched a Thousand Headlines

In 2010, Mercedes had Michael Schumacher drive an SLS AMG up the wall of a tunnel and complete a full 360-degree loop. It was a stunt designed to show off the supercar's power and grip. Sixteen years later, Lantu decided to try something similar—but not with a two-seat gullwing. The hero this time is the Zhuiguang S, a 5,050mm-long, 3,000mm-wheelbase electric SUV that also has a fridge, dual screens, and zero-gravity seats. The company literally flipped a family hauler upside down in a tunnel to make a point.

That point, as Lantu sees it, is that a big SUV can handle like a sports car. The loop isn't a practical test—nobody drives on tunnel walls—but it's a visual metaphor that's hard to ignore. In a market full of me-too electric SUVs, Lantu needed something that would make people remember the Zhuiguang S. The stunt did that. But once the dust settles, the real question is whether the car delivers beyond the theatrics.

Pricing That Puts the Loop in Perspective

On August 15, Lantu launched the Zhuiguang S in Chengdu with three trims. After discounts, the prices are:

• Four-laser rear-drive Max: 221,900 yuan
• Four-laser rear-drive Ultra: 249,900 yuan
• Four-laser all-wheel-drive Ultra+: 273,900 yuan

Early buyers get up to 55,000 yuan in perks, including a 2,000-yuan deposit that counts as 8,000 yuan toward the final price, plus configuration upgrades, financing options, and ownership benefits. The promotion runs until September 30, 2026.

These prices put the Zhuiguang S squarely in the mid-size electric SUV segment, where competition is brutal. But Lantu is positioning it as a 'tech FUV'—Fashion, Fun, Future, and Full. That acronym might not stick, but the loop stunt already did its job.

Performance Is Getting Cheaper, But Stories Are Harder

Performance used to be a luxury. Now, even a family SUV can hit 475kW if you go for the dual-motor version. What's rare is telling a performance story that feels fresh. Lantu is borrowing a page from Ferrari, which calls its Purosangue a 'Ferrari Utility Vehicle' to avoid the SUV label. Lantu's FUV reinterprets that idea, but the real substance lies in the hardware.

The Zhuiguang S rides on a full-aluminum front double-wishbone and rear multi-link suspension, with an 'EDC variable magic carpet' system as standard. This adaptive damping adjusts in real time: it firms up during aggressive driving to reduce body roll, then softens over bumps and rough roads for comfort. The higher trims add air suspension with 80mm of height adjustment.

Under the hood—or rather, under the floor—there are two powertrain options. The rear-drive version uses a 300kW motor; the all-wheel-drive adds a 175kW front motor for a combined 475kW. Lantu even includes paddle shifters that trigger 'Lanqing Mode,' which layers synthetic engine sounds, instrument graphics, and ambient lighting to mimic a gas-powered performance car. That's a trick more common in European EVs, and it'll be interesting to see if Chinese buyers bite.

Engineering for the Loop, and for Reality

The loop required serious downforce and stability. The Zhuiguang S has 10 through-body air ducts and 19 functional vents to manage airflow at speed. The front bumper and fender vents clean up turbulence around the front wheels, while channels between the hood and tail release high-pressure air and tidy the wake. Active grille shutters open and close based on cooling needs.

That's all well and good for a stunt, but the car also has to handle daily life. It's built on an 800V silicon-carbide platform with 5C fast charging. The 98kWh battery pack gives the rear-drive version a CLTC range of up to 740km. Lantu claims a 10-minute charge from 20% to 80%, and 15 minutes adds up to 577km. The all-wheel-drive version trades some range for performance.

Inside: Fridge, Screens, and Zero-Gravity Seats

Step inside, and the performance theme takes a back seat. There are dual 15.6-inch 2.5K screens up front, a 29-inch AR-HUD, a rear control screen, and a 6.6-liter cooler. The VOYAH Sound system has 27 speakers. Both front seats are zero-gravity units with ventilation, heating, and massage. Fold the passenger seat flat, and rear passengers get extra legroom. During the launch period, Lantu is throwing in the dual zero-gravity seat package worth 20,000 yuan for free.

The roofline slopes gently from the B-pillar rearward, preserving headroom and cargo space. There's also an 80-liter front trunk with drainage, perfect for wet umbrellas or gym clothes that you don't want mingling with the cabin.

Two 360-Degree Stories: The Loop and the Sensors

While the loop is a 360-degree showcase of handling, the Zhuiguang S also offers a different kind of 360: a full suite of sensors for driver assistance. It's the first Lantu to come standard with Huawei's Qiankun ADS 5 four-laser system. That includes 33 sensors total—a 896-line dual-optical main lidar and three solid-state blind-spot lidars mounted on the sides and rear. The main lidar handles long-range detection, while the blind-spot units cover close-in areas for narrow streets, low obstacles, and parking.

Huawei's Harmony cockpit 5.2, with the MoLA large model, handles natural language commands. You can say 'the windows are foggy' or 'it's stuffy in here,' and the system figures out whether to use the AC, defroster, or windows. It's a level of integration that's becoming a hallmark of Chinese EVs.

The Brand Play: Lantu's Identity Shift

Lantu is known for the Dreamer, a premium MPV that built its reputation on comfort and business use. The Zhuiguang S is a deliberate move to add a sportier edge to the brand. It's not just about selling another SUV; it's about telling customers that Lantu can do dynamics too.

That's a smart strategy, but it won't be easy. Competitors like the Xiaomi YU7 and Zhijie RX are chasing the same buyers with similar promises. Lantu's loop might be a gimmick, but it's a memorable one. The real test is whether the car's day-to-day performance—range, space, comfort, and tech—can back up the hype once the tunnel lights go out.

In the end, the Zhuiguang S is a product of its market: a family SUV that tries to be everything to everyone. It's got the performance creds, the family-friendly features, and the tech stack. Whether that's enough to stand out in China's crowded EV field is another story. But at least Lantu got our attention—and that's half the battle.