Lotus: A Dazzling Resurrection!
This page is translated from the original post "Lotus : une résurrection éblouissante !" in French.
- 11/08/2023 12:01
The British manufacturer, owned by the Chinese giant Geely, is experiencing an unprecedented commercial success with its electric SUV Eletre.
The luxury sector is doing very well, thank you. Brand territories are precious, but Lotus’s historic slogan “Light is right” is no longer relevant. Since 2017 and its new owner, Geely, the aim has been to modernize Lotus and keep it current, rather than clinging to the past for a niche clientele, and the results are astonishing.
The first decision that shocked fans of the Hethel (England) brand was the introduction of the Eletre, a massive 2.2-ton electric SUV that completely broke with the brand’s traditional codes. Porsche demonstrated that such a shift was possible in the past, with the Cayenne even saving the German manufacturer in the early 2000s. The same applies to its Taycan sedan, which now outsells the legendary 911.
In any case, the risk was low given that Lotus’s sales had become confidential. Its only valuable asset was its legendary name. Everything suggests that Geely was right. In the first six months of 2023, Lotus achieved record orders: 17,000 cars!
The small Emira petrol coupe accounted for 2,200 sales, with a production increase of 381% compared to 2022. Lotus announces that its order book is full for the next two years.
Regarding the Eletre, which is produced in China at Geely’s ultra-modern factories (which also own Volvo, Smart, and Zeekr), deliveries have already begun, with Europe receiving its first units this summer.
This expansion strategy is also reflected in the opening of new dealerships, now numbering 193 worldwide (+24 from January to June 2023).
This health is only a step toward making Lotus a 100% electric manufacturer in the coming years. The Emira has already been dubbed the “Last combustion Lotus in the company’s history.” The future Elise and Exige will be electric, a goal that brands like Alpine, despite Groupe Renault-Nissan-Mitsubishi’s strength, are still slow to achieve with plans that are taking too long to deploy.
READ ALSO: A290_β: Alpine reveals its vision of electric sportiness
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