The Landian E3 is an all-electric compact SUV introduced by Seres Group's sub-brand Landian, marking the brand's second offering after the Landian E5. Essentially a rebadged facelift of the Dongfeng Fengon E3, the model officially went on sale in November 2023 with two variants—Comfort and Luxury—carrying an official retail price range of RM139,800 to RM145,800. As Landian's inaugural all-electric SUV, the E3 is tasked with spearheading the brand's presence in the competitive RM100,000 to RM150,000 EV segment.
Positioned in the compact electric SUV segment, the Landian E3 measures 4,415 mm long, 1,850 mm wide, and 1,650 mm tall, with a 2,655 mm wheelbase, a 5-door, 5-seater layout, and a kerb weight of 1,675 kg. Key selling points include an electric drive system sourced from BYD's FinDreams Powertrain, a 405 km CLTC range, dual 10.25-inch connected screens (high-spec), and an entry price starting from RM139,800. Its primary rivals in the RM100,000 to RM150,000 pure electric SUV bracket include the BYD Yuan PLUS, GAC AION Y, and NETA U.
It is worth noting that the Landian E3 is technically derived from the Dongfeng Fengon E3—its side profile, rear styling, and cabin layout are all carried over from the Fengon E3, with updates limited to the front fascia, brand badging, and select trim details. This rebadging strategy leaves it at a distinct generational disadvantage when pitted against rivals built on dedicated EV platforms in the same price tier.
The Landian E3's exterior blends contemporary EV cues with carryover styling. Up front, it features the ubiquitous closed-off grille design synonymous with pure electric vehicles, centred around Landian's dot-matrix emblem. A full-width black trim strip splits the grille into upper and lower sections, adding visual depth. The projector headlamps flank the front end, with the Comfort variant getting halogen units while the Luxury variant steps up to automatic LED headlights.
Down the sides and at the rear, the styling largely mirrors the Fengon E3. A crisp beltline and an upswept rocker line, paired with blacked-out B- and C-pillars and a floating roof aesthetic, lend it a touch of modern flair. The rear end is fitted with split-type tail lights and a sporty roof spoiler, though the plain boot lid leaves the overall look rather understated. The black wheel arch mouldings from the Fengon E3 have been deleted, and alloy wheels come in 17-inch and 18-inch sizes.
Inside, the Landian E3 retains the Fengon E3's dashboard architecture. The symmetrical centre console features four circular air-con vents, a signature design cue carried over from the Fengon E3. The range-topping Luxury variant boasts a dual-screen cockpit comprising a 10.25-inch digital instrument cluster and a 10.25-inch floating touchscreen infotainment unit with HUAWEI HiCar smartphone integration, voice command, connected telematics, and built-in GPS navigation. The entry-level Comfort variant settles for analogue gauges with a small multi-info display and basic functionality. A shift-by-wire gear lever replaces the Fengon E3's rotary dial selector, serving as one of the primary cabin revisions.
The Landian E3 is powered by a front-mounted permanent magnet synchronous motor supplied by BYD's FinDreams Powertrain, tuned to two distinct outputs depending on the variant:
Comfort Variant: Maximum motor output of 90 kW (approx. 122 PS) and 220 Nm of torque, completing the 0-100 km/h sprint in 11.9 seconds.
Luxury Variant: Maximum motor output of 150 kW (approx. 204 PS) and 310 Nm of torque, with a 0-100 km/h sprint time of 8.5 seconds.
Both variants have a top speed of 165 km/h, paired with a single-speed reduction gearbox driving the front wheels (FWD).
In terms of electric range, the Landian E3 comes standard with a 50.3 kWh lithium iron phosphate (LFP) battery pack sourced from REPT BATTERO (Shanghai Lanjun), delivering a CLTC-rated range of 405 km. On the charging front, DC fast charging replenishes the battery from 20% to 80% in 40 minutes, while a full AC regular charge requires 10 hours. The vehicle also features vehicle-to-load (V2L) reverse power output, catering to outdoor activities and camping gear.
Underneath, the Landian E3 rides on a front MacPherson strut and rear torsion beam suspension setup. This represents an entry-level configuration for this price class, with the rear torsion beam providing average bump absorption over uneven road surfaces. Drive is sent exclusively to the front wheels, with no all-wheel-drive option available.
Braking is handled by ventilated discs at all four corners, complemented by an Electronic Parking Brake (EPB) with Auto Hold. For footwear, the Comfort variant rides on 215/60 R17 tyres, while the Luxury variant is upgraded to 215/55 R18 rubbers. A laden ground clearance of 180 mm affords decent clearance over urban obstacles and speed humps.
Selectable drive modes include Standard and Comfort, with Auto Hold, Hill-Start Assist (HSA), and Hill Descent Control (HDC) fitted as standard. The overall chassis setup is tuned with a comfortable, family-friendly bias suited for daily urban runabout duties.
The Landian E3's interior appointments differ substantially between the two trim levels, presenting a stark equipment disparity:
Comfort Variant (RM139,800): Comes with baseline kit including analogue dials with a small multi-info screen, urethane steering wheel, fabric/leatherette combination seats, a 2-speaker audio system, halogen headlamps, and manual air conditioning. Standard safety and convenience items include rear parking sensors, Tyre Pressure Monitoring System (TPMS), keyless push-start, and V2L discharge capability.
Luxury Variant (RM145,800): Upgraded with a dual 10.25-inch display setup (full digital instrument cluster and floating infotainment screen) featuring HUAWEI HiCar connectivity, connected car services, GPS navigation, and voice recognition. Additional creature comforts include 18-inch alloy wheels, a 360-degree camera, cruise control, a panoramic glass sunroof, leather-wrapped steering wheel, built-in dashcam, wireless phone charger, powered driver's seat, rear centre armrest, 6-speaker sound system, automatic LED headlamps, rain-sensing wipers, and automatic climate control.
With a modest price difference of just RM6,000, the Luxury variant is far more generously equipped than the entry-level Comfort trim, delivering noticeably better value for money. Cabin-wise, both models seat five occupants and offer a boot capacity of 269 litres, which is on the smaller side for its class.
In terms of passive safety, the Landian E3 comes equipped with only dual front airbags across the range, completely omitting front side airbags and side curtain airbags. This is a glaring shortcoming in the RM130,000 to RM150,000 EV segment, falling well short of segment rivals that generally offer six airbags as standard. The vehicle utilizes a high-strength cage chassis construction, though the exact proportion of high-tensile steel is undisclosed. Standard active safety items include ABS with EBD, Brake Assist (BA), Traction Control (TCS), Electronic Stability Programme (ESP), and Tyre Pressure Monitoring System (TPMS).
In terms of Advanced Driver Assistance Systems (ADAS), the E3 is distinctly barebones. It completely lacks Level 2 semi-autonomous driving features such as Adaptive Cruise Control (ACC), Lane Keeping Assist (LKA), and Autonomous Emergency Braking (AEB). The Luxury trim only receives standard cruise control and a 360-degree camera, while the Comfort variant settles for rear parking sensors and a reverse camera. With Level 0 driver assistance, it lags a full generation behind mainstream electric competitors at this price point.
Since its debut in November 2023, the Landian E3 has posted lukewarm sales figures. As the brand's second model, the E3 failed to replicate the market buzz of the plug-in hybrid E5, with sales numbers largely missing from major sales charts. Industry analysts attribute its sluggish reception to several factors:
An outdated platform is its primary handicap. The Landian E3 is essentially a rebadged derivative of the Dongfeng Fengon E3 rather than a bespoke EV developed on a dedicated electric architecture. In the RM100,000 to RM150,000 price bracket, buyers can already opt for dedicated EV-platform models like the BYD Yuan PLUS and GAC AION Y, leaving the E3 at a distinct generational disadvantage.
Inadequate safety kit. Having only two airbags in the RM130,000 to RM150,000 bracket is a tough pill to swallow, particularly when direct competitors offer six airbags as standard. This shortfall heavily deters family-oriented buyers.
Limited brand recognition. As a nascent sub-brand under Seres Group, Landian lacks brand recall in the market. When stacked against established EV heavyweights like BYD and GAC AION, the gap in brand premium and consumer confidence is substantial.
Unclear value proposition. The Landian E3 offers no clear edge over rivals in fundamental metrics such as dimensions (4,415 mm length), cargo capacity (269 L boot), or range (405 km), leaving it without a strong unique selling point. Its pricing of RM139,800 to RM145,800 directly collides with the BYD Yuan PLUS (starting from RM139,800), leaving little room to stand out without strong brand cachet or superior product substance.
In terms of user feedback, owners who chose the E3 commend its BYD FinDreams powertrain for proven reliability and praise the Luxury variant's equipment list as well worth the RM6,000 premium. Common grievances include tight rear legroom, a small boot, inadequate airbag count, average infotainment responsiveness, and low brand equity affecting future resale value.
On the warranty front, Landian offers the first owner a lifetime (unlimited years/unlimited mileage) battery pack warranty (subject to manufacturer terms and exclusions), providing peace of mind for buyers conscious of long-term running costs.
The Landian E3 represents Landian's maiden attempt at the all-electric SUV market and stands as Seres Group's electrified adaptation of the Dongfeng Fengon E3. Leveraging BYD's FinDreams EV powertrain, a 405 km range, and an entry price of RM139,800, it attempts to carve a niche in the RM100,000 to RM150,000 electric SUV arena. However, its carryover platform, basic two-airbag safety specification, and modest brand standing leave it outmatched against formidable competitors like the BYD Yuan PLUS and GAC AION Y.
From a product strategy standpoint, the Landian E3 took a "low-investment, fast-to-market" route—swiftly transforming the Fengon E3 into an EV via badge engineering and a powertrain swap. While financially prudent on R&D expenditure, the resulting product struggles to meet the elevated expectations of contemporary EV shoppers. For the brand, the E3 serves primarily to flesh out its showroom lineup rather than to drive volume sales.
For prospective buyers, the Landian E3 makes sense for those with a strict budget capped below RM140,000, modest demands for cabin space and smart tech, and a strong preference for tried-and-tested EV mechanicals backed by long-term warranty coverage. Between the two trims, the Luxury variant offers significantly more equipment for just RM6,000 extra, making it the clear pick. Nevertheless, when weighed against rivals like the BYD Yuan PLUS and GAC AION Y, buyers must carefully consider the compromises in platform architecture, passive safety, and brand equity. Ultimately, the Landian E3's market struggle highlights the predicament faced by converted ICE-to-EV vehicles in today's landscape—as dedicated EV platforms become the industry standard, the room for such transitional stopgaps continues to shrink.
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