"Although we have delivered less than a year ago, but today as soon as EMEYA was released, our three owners were born again, he has EMIRA, eletre, and immediately ordered EMEYA, which shows that he still recognizes Lotus very much," Feng Qingfeng, CEO of Lotus Group, said happily, whether a product can really impress its own users, in fact, depends on its ability to exchange and repurchase. What is the appeal of Lotus, a million-dollar ultra-luxury car brand, that can attract users to buy three cars in a row?
According to Feng Qingfeng, a real high-end brand should provide users with more value-added services, and continue to do a good job in value realization.
It is out of recognition of the value of Lotus's "ultimate driving control" and "artwork" that the pure electric supercar EMEYA was held at the Guangzhou Auto ShowWithin three hours of the opening of reservations, orders exceeded 300 units, which is really surprising for a product that sells for millions of dollars.
Live the way you want to be
In 2023, the 75-year-old Lotus is ushering in a crucial battle, and in 2023, Mao Jingbo, who became the president of Lotus China, will also usher in a new challenge in his career. Judging from Mao Jingbo's past experience with luxury brands, this is a person who adheres to his own style characteristics and adheres to the characteristics of the brand's style. "In 2023, we will stick to the right path and live the way we want to be. ”Talking about their feelings on the first anniversary of joining Lotus, Mao Jingbo and Lotus both insisted on what they wanted to adhere to.
The Lotus brand has a 75-year legacy of championhood, and that mentality continues to this day. It is different from Tesla's "product-defined brand", and it is also different from the "user-defined brand" of new car-making forces and the "brand-enabled products" of traditional luxury brandsThe unique "Lotus Model" clarifies the brand proposition of "For the Drivers"., aiming to create the future of the brand with users, and drive the brand upward with value, its iconic "ultimate driving control" has been talked about.
As the first ultra-luxury car brand to fully embark on the transformation of electrification and intelligence, Lotus has no template to copy and no standard to refer to, but its only original intention is to insist on maximizing performance. The EMEYA unveiled at the 2023 Guangzhou International Auto Show once again interprets Lotus's ultimate pursuit of aerodynamics in the era of electrification, perfectly balancing performance and cruising range, integrating supercar genes and intelligent technology, giving EMEYA more extreme luxury performance and setting a new standard for million-level pure electric cars. In addition, the Emeya has strong power, with a torque of more than 900 Nm, a maximum output of 675 kW, and an acceleration of 100 km/h in just 278 seconds, easily into the "2 seconds club". In October this year, Emeya also competed at the Zhejiang International Circuit, easily conquering 16 corners with a time of 1:35.728Breaking the record of mass production electric vehicles and mass production of four-door sedans, it confirms Lotus's track motto forged by countless practical experience: "Fast corners are really fast".
In Mao Jingbo's view, some people have two "misjudgments": one is that electric vehicles do not need to be brands, and brands without heritage can also succeed, and it is generally believed that electric vehicles are fighting for mileage and configuration; Second, I am not optimistic about how big the million-level electric vehicle market is. What his team has to do is to prove these two predictions wrong, Lotus's dream is to become the No. 1 brand in electric vehicle driving.
On the one hand, Lotus is doing the ultimate driving control, and on the other hand, Lotus is making a breakthrough in the field of artUnlike Eletre, which focuses on the ultimate in driving control, the Emeya has both the beauty of performance and the beauty of art. Lotus uses artistic communication language and immersive scene experienceBringing emeya into the field of vision of luxury consumers, accurately attracting art lovers and more female users.
In this regard, Lotus has laid a good foundation and sorted out all the marketing systems, including the delivery system, customer operation system, and after-sales system: to create a unique driver-to-driver user experience concept in the industry, and to realize the dialogue between drivers and drivers through the creation of Lotus stories and store five scene modules; The Lotus Drive is divided into three levels: city driving, experience driving and extreme driving, and provides the most professional and comprehensive test drive experience in the industry through in-depth testing, professional tracks and characteristic mountain road scenes. Through innovative marketing, on the basis of deep cultivation of the track, from the track to the road, and then to the field of life vehicles, through accurate cross-border marketing, more potential users will be influenced.
Whether it is product or marketing, Lotus is taking a path of its own, maybe it is impossible to impress everyone, but as long as there are some people, because of the love of the art of control and choose enough, Lotus is for this part of the people.
It's going to be an uphill battle
Today, in 3 hours, the number of orders exceeded 300 units, many of which are existing Eletre and Emira owners. "While Lotus has been embraced by some consumers for its art of driving, the relative slow delivery of complete vehicles has been a problem that has been questioned before. However, according to Lotus, it has achieved production capacity acceleration and entered the "fast lane" of delivery. It is reported that Eletre officially started delivery on Lotus Day on March 29 this year, and the Wuhan Global Smart Factory has successfully completed the ramp-up of production capacity. Eletre orders before October can be delivered within this year; For orders placed after October, the delivery time is expected to be 5-8 weeks. And EMIRA 2., which officially opened in July this year0t delivery, all previous retained orders will be delivered by the end of this year; Emira 20T order, the delivery cycle is expected to be 6-8 months.
Regarding the relatively slow delivery of Lotus's cars before, Mao Jingbo revealed that in the past year or so, Lotus is gradually improving the delivery system and the entire after-sales system, and the previous delivery is subject to some delays due to the impact of the globalization chain, but customers are highly praised for Lotus's after-sales service, which is because Lotus has created a complete set of customer service experience processes. It is believed that with the improvement of the global first-class chain system and the complete marketing and after-sales system established by Lotus, the delivery speed of Lotus will climb rapidly.
In addition to the speed of vehicle delivery, there is also the speed of the brand entering the user's mind. Today's automotive industry is involuted tragically, but many brands are relatively homogeneous brands for consumers, in addition to volume configuration and volume **. At this point, Mao Jingbo said that Lotus will not adopt the strategy of "price for volume", because the essence of luxury brands is value rather than **, the price reduction is very harmful to the brandIt is true that it is very simple to lower the **, and it is very difficult to do a brand, but Lotus still picked the most difficult road and is willing to take such a road, rather than choosing an easy road.
Sometimes slow is to go faster in the future, and the basic skills and system are our own efforts. You may not see the effect now, but you will see it in two or three years. Mao Jingbo is well aware of the slow and difficult road taken by Lotus, but she is mentally prepared, although millions of supercar products are not just needed by customers, but Lotus can continue to plant grass for users through stronger skills, creating consumption desire.
Lotus hopes to go both ways with drivers who really love driving, hoping to truly understand the inner needs of millions of electric vehicle usersAnd the expansion of the brand is not only the continuous improvement of the product matrix, but also the heart-to-heart of the spiritual value, which is quite a bit of a lonely brave person.
Lotus's natural passenger flow, test rides and test drives, these data are very good, but users did not place orders immediately, and the number of orders placed immediately is at least a little more than what we expected, and users are not disliked, but not in a hurry. In Mao Jingbo's view, this is both a challenge and an opportunity, for such usersAll Lotus has to do is be long-termist。As Mao Jingbo continues to create new heights in his life, she will also lead Lotus China to a new chapter in its development.
In the era of fast-food cultural consumption, it is difficult to really make car art. Similarly, in the qualifying competition of new energy vehicles, it is difficult to insist on being a pure electric ultra-luxury car brand with the role of "driver", and just as real art must not be confined to what is in front of you, Lotus must also "put a long line to catch big fish".