Pulsestacks reported on April 26th that without KPI pressure and not rushing to increase production, this may be the most "Buddhist" brand at this year's auto show. Under General Motors, Doron Lang has finally started pre-selling the Tahoe, starting at 650,000 RMB. Li Long, President of Doron Lang and Vice President of General Motors' high-end import business, said: "The Tahoe is a super SUV that combines classic design, full-size space, and all-scenario performance. Since its debut 30 years ago, Tahoe's consistently reliable quality has withstood the test of time and gained recognition from millions of users. We hope that the Doron Lang platform will allow more and more Chinese consumers to experience the charm of this North American star model."
Who is Doron Lang?
Doron Lang, founded by William Durant, the creator of General Motors, caters to enthusiasts of American muscle cars and authentic American luxury under the name of Durant. Doron Lang carefully selects iconic American imported models to create a unique lifestyle for its owners.
The President of Doron Lang and Vice President of High-End Imports at General Motors, Mr. Li Long, brings over 20 years of experience, having worked with Japanese, German, British, and now American top brands. "Different companies have different ways of thinking. Experiencing different cultures and styles is quite interesting for me. I can learn a lot," said Li Long.
Mr. Li Long emphasizes that Doron Lang is not eager to chase sales volume but focuses on profitability and the healthy growth of the brand. Unlike some companies that prioritize domestic production to reduce costs, Doron Lang values timing and quality, ensuring that each product meets high standards.
With the pre-sale of Tahoe, DORNGE will further expand its user base in China. Mr. Li Long introduced that DORNGE will utilize the resources of General Motors North America headquarters to provide car owners with a rich array of experiential activities, such as skiing and participating in American car culture events, as an extension of their post-purchase life.
Not aiming for sales volume, but setting a modest goal of 10,000 units.
DORNGE has now launched the 2025 model TAHOE, and will soon release the YUKON at the end of the year. For DORNGE, Li Long has set a sales target of 10,000 units, stating, "I believe that through proper market positioning and product advantages, we can achieve this goal."
Mr. Li Long believes that the fundamental principle of business is profitability, but brand building takes time. He emphasizes that DORNGE will adhere to a long-term perspective while ensuring success in business.
Currently, Doraonge does not bear too much KPI pressure, but since it is a commercial operation, it must be profitable. Li Long stated that Doraonge will only face customers after all customer touchpoints, from product introduction to site selection and employee training, meet Doraonge's experience standards. "General Motors is a century-old brand, and we highly value brand stability. We must ensure that the product's reliability, safety, and other aspects meet Doraonge's standards before pushing it to the market. This is a principle that century-old automotive companies like General Motors must adhere to."
