jueluo car news
When God closes a door for you, he will also open a window for you", this sentence is easy to understand. But it's not quite appropriate to put it on certain brands.
Among them, Lotus is not well known to consumers.
At present, Lotus has been mixed up very badly in the Chinese market, is it necessary to talk about it? The author thinks it is necessary, at least to remind other car brands.
It is an indisputable fact that the pure electric emeya, which opened reservations at the Guangzhou Auto Show last year, did not help Lotus open up the situation, let alone make Mao Jingbo feel the sense of accomplishment of "leading" the new energy supercar market. And Mao Jingbo's previous mention of leading Lotus into the "mainstream luxury market" seems to be far away.
Why? In fact, not to mention that Lotus is a very niche brand, even Mercedes-Benz, BMW, and Audi, which are several times better than it in terms of brand power, popularity, and market share, have not really become real participants in the "pure electric" market.
It adopts an 800V EPA all-electric high-performance platform with an acceleration of 2 kilometers per 100 kilometers78 seconds, the maximum speed can reach 256 kilometers per hour, the battery energy is 102KW h (CATL ternary lithium battery), CLTC pure electric range of 650 kilometers, although there are also hidden electric door handles, remote start, OTA upgrades and other functions, it seems that the product power is very good, but the above acceleration performance, battery energy, battery life, etc., consumers only need to spend less than 300,000 yuan, you can "choose" in the market and domestic cars! For example, ZEEKR 007, Xpeng P7i, Model 3, etc.
Compared with their brand power, product power and market share, what kind of existence is Lotus? Now, emeya can only use 66880,000 yuan-118000,000 yuan, proving that he is a supercar Lotus. In fact, Chinese consumers do not see Lotus as a car brand that can "put gold on their faces" like BBA.
Not only that, but the vast majority of Chinese consumers do not put the "Lotus" brand in the scope of car selection, in this case, let alone its price of tens of millions. In all fairness, it doesn't really matter how much Emeya buys, what matters is that it allows most consumers to see a "boom" on the brand. Clearly, Lotus didn't do it.
If Lotus is still able to preserve its "heritage" in gasoline vehicles, then it may still be possible to continue to be on a par with brands such as Ferrari and Porsche, however, when Lotus transforms to "electric", let's see which luxury brand (including ultra-luxury such as Ferrari) can continue to make a name for itself in the electric vehicle market? It is undeniable that luxury brand electric vehicles are currently very low in acceptance and recognition in the market!
Similarly, even if it continues to be a fuel car and can be on a par with Ferrari and Porsche, Lotus's fuel car is the ultimate loser in the market. Yes, maybe that's why we had to change our face to electric cars. In Lotus's view, going all-in on electric vehicles is the need to revitalize the brand.
Ridiculous, you say? Which car brand in the current market has achieved "revitalization" through electric vehicles?
I remember that on the occasion of its 75th anniversary last year, Mao Jingbo, President of Lotus China, announced that Lotus would become the world's first fully electrified and intelligent supercar brand, and its product strategy would also shift from the track to the road, and finally enter the field of life cars. In the author's opinion, this is obviously "knowing that there are tigers in the mountains." Obviously, because on the "road", what consumers are most afraid of is "range", and Lotus is a supercar electric car. I know that the "supercar" costs a certain amount of fuel, so does it cost electricity?
In fact, since being "managed" by Geely Automobile in 2017, Lotus still has not shown its presence in the Chinese market. Including the Eletre, Evija and Emira launched in recent years, not only are they rarely mentioned by the market and consumers, but they also make the mistake of "reducing the configuration" of luxury cars, which has caused a lot of controversy.
Also in recent years, Lotus still has the problem of having to rely on "blood transfusions" to survive, and even so, Lotus has not forgotten to be listed on the NASDAQ. There is no further information on the progress of the listing and when it will be listed. So the question is, even if it is launched, will it definitely bring development and market opportunities to Lotus products?
Don't forget, the re-consumption and re-upgrading of the market are products that can be accepted by the general public. But in the face of products such as "supercars", space is limited and opportunities are limited. More importantly, does the new energy vehicle market really need a "supercar" to make up the numbers? And the huge number of electric vehicles squeezed by the inventory are eating ash in the open parking lot!
Editor: Syayan
He is the permanent secretary-general unit of the new ** cluster of North China Automobile
Vice President Unit of Liaoning Automobile Dealers Association
Original Production: Aiche Jueluo **Please indicate the source