Lotus needs to understand the difference between a Casio and a Rolex

[chrisday1990]

There is absolutely nothing wrong with a Casio. It does the same basic job as a Rolex, and in many ways it can be more accurate, more practical and more technologically advanced.


But people don’t spend Rolex money on a rose gold Casio.


At the very top end of the market, buyers aren’t purchasing specifications alone. They’re buying heritage, desirability, emotion, exclusivity and something they believe will remain special.


That’s the problem with trying to sell a £2 million electric Lotus simply because it has extraordinary performance figures. At that price, being incredibly fast isn’t enough. The customer has to want the badge, the story and the object itself.


You can make the most technically impressive Casio ever produced and cover it in rose gold, but if you price it alongside a Rolex, you still have to convince Rolex buyers that they actually want it.


Lotus’s latest Evija announcement:

Lotus Appoints Exclusive Evija Centres Across Europe

Lotus Appoints Exclusive Evija Centres Across Europe

www.lotuscars.com

 

[Steve24]

Ummm….

Instead of being caught up in wanky brand bollocks, maybe people just don’t want an electric hypercar?

If Lotus made that exact car with an 800-1000hp V8/V12 and less than 1500kg it’d probably sell well. It’s a stunning looking car.

 

[Gears]

Your words of wisdom are about... 10 years too late.

 

[Amira4ever]

The problem is twofold. First, the whole world was going electric so fast that these companies were overcommitting to it. Everyone is guilty of that from GM to ahem Jaguar. Lotus to their credit at least had a transition plan which was compelling - launch an electric beautiful supercar to show where they are going and then release an ICE junior supercar mimicking that styling. Actually pretty smart. But, now here is where they went wrong. They launched two CHINESE made electric vehicles that have nothing to do with anything Lotus stands for. If they were built in Hethel or the UK, it would be a little bit easier to spin. But it’s too radical of a departure. Also, if the electric models played to Lotus’ strengths, like lightweight construction (even if it is relative). The Emeya should be lighter than a Model S Plaid, etc. The feel should be better, more Lotus like. They need to return to Formula 1 or get into Formula E. The Chinese do not understand heritage in the context of products or companies, although they understand it culturally. They need to understand that they can get more out of Lotus, by making it the British Ferrari it always should have been but at a better value. As it is, the Emira has a lot of buzz. There is no real reason it cannot be over time. McLaren is kinda there, but Lotus goes deeper into people’s psyche. C’mon Lotus. I’ve loved you since the 70’s, make it happen!! Let’s go!!

 

[Mitcheroo]

The problem is twofold. First, the whole world was going electric so fast that these companies were overcommitting to it. Everyone is guilty of that from GM to ahem Jaguar. Lotus to their credit at least had a transition plan which was compelling - launch an electric beautiful supercar to show where they are going and then release an ICE junior supercar mimicking that styling. Actually pretty smart. But, now here is where they went wrong. They launched two CHINESE made electric vehicles that have nothing to do with anything Lotus stands for. If they were built in Hethel or the UK, it would be a little bit easier to spin. But it’s too radical of a departure. Also, if the electric models played to Lotus’ strengths, like lightweight construction (even if it is relative). The Emeya should be lighter than a Model S Plaid, etc. The feel should be better, more Lotus like. They need to return to Formula 1 or get into Formula E. The Chinese do not understand heritage in the context of products or companies, although they understand it culturally. They need to understand that they can get more out of Lotus, by making it the British Ferrari it always should have been but at a better value. As it is, the Emira has a lot of buzz. There is no real reason it cannot be over time. McLaren is kinda there, but Lotus goes deeper into people’s psyche. C’mon Lotus. I’ve loved you since the 70’s, make it happen!! Let’s go!!

Well put!

 

[Jinba ittai]

IMO, Lotus is a brand that values the qualitative over the quantitative better than most.

 

[chrisday1990]

The problem is twofold. First, the whole world was going electric so fast that these companies were overcommitting to it. Everyone is guilty of that from GM to ahem Jaguar. Lotus to their credit at least had a transition plan which was compelling - launch an electric beautiful supercar to show where they are going and then release an ICE junior supercar mimicking that styling. Actually pretty smart. But, now here is where they went wrong. They launched two CHINESE made electric vehicles that have nothing to do with anything Lotus stands for. If they were built in Hethel or the UK, it would be a little bit easier to spin. But it’s too radical of a departure. Also, if the electric models played to Lotus’ strengths, like lightweight construction (even if it is relative). The Emeya should be lighter than a Model S Plaid, etc. The feel should be better, more Lotus like. They need to return to Formula 1 or get into Formula E. The Chinese do not understand heritage in the context of products or companies, although they understand it culturally. They need to understand that they can get more out of Lotus, by making it the British Ferrari it always should have been but at a better value. As it is, the Emira has a lot of buzz. There is no real reason it cannot be over time. McLaren is kinda there, but Lotus goes deeper into people’s psyche. C’mon Lotus. I’ve loved you since the 70’s, make it happen!! Let’s go!!

Exactly good point it seems the uk plant is being used for smaller production cars as well , but just like the Uk has lower diesel reserves than Romania I think our politicians short term thinking will begin being reversed under Andy B fingers crossed