降价近20万、“背刺”老车主仍难破局！莲花跑车销量业绩双腰斩 寄望改款来自救

Core Viewpoint - Lotus, rebranded from "路特斯," continues to struggle in the market despite leadership changes and new model launches, indicating a challenging environment for the luxury sports car brand [1] Group 1: Sales and Market Performance - Lotus launched two new models, Emeya and Eletre, with prices ranging from 538,000 to 828,000 yuan and 558,000 to 838,000 yuan respectively [2] - The new models' entry prices were reduced by nearly 200,000 yuan, reflecting intense competition in the ultra-luxury electric vehicle market [3] - In 2024, Lotus's global sales target was revised down to 12,100 units, with monthly contributions from the Chinese market averaging less than 250 units [3][8] - The company faced a significant decline in sales, with a 43% drop in global sales in the first half of 2025 compared to the same period in 2024 [8] Group 2: Strategic Decisions and Leadership Changes - The drastic price cuts were seen as a necessary move to increase market share amid low sales, leading to backlash from existing customers who felt betrayed [5] - Following the backlash, Lotus announced a leadership change, appointing a new president for its China operations, indicating deeper issues within the brand's revival strategy [6][7] - The company has implemented a series of self-rescue measures, including significant layoffs and a new global strategy aimed at balancing sales across different regions [9] Group 3: Financial Performance - Lotus's total revenue in the first half of 2025 was only $218 million, a 45% decrease year-on-year, with new car deliveries dropping by 43% [8][9] - The company has faced multiple downward revisions of its sales targets, with the 2024 target cut from 26,000 to 12,100 units, reflecting ongoing financial struggles [8]