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 Insights - Lotus Cars has significantly reduced the prices of its new models, Emeya and Eletre, by nearly 200,000 yuan, reflecting the intense competition in the ultra-luxury electric vehicle market in China [2][4][6] - The CEO of Lotus Group, Feng Qingfeng, acknowledged a structural adjustment in the Chinese ultra-luxury car market, where domestic brands are capturing market share through smart technology and emotional value [3][4] - The company has faced a drastic decline in sales, with a global sales target for 2024 revised down to 12,100 units, a 64% reduction from the initial target [15][16] Pricing Strategy - The new models are priced between 538,000 to 828,000 yuan for Emeya and 558,000 to 838,000 yuan for Eletre, with the entry price dropping significantly [2][4] - The strategy of "price reduction for volume" has been adopted due to low sales performance, with the average monthly sales in China being less than 250 units [4][7] - The reduction in features, such as the removal of laser radar and rear massage seats, has sparked controversy among consumers [5][8] Market Position and Competition - The ultra-luxury electric vehicle market is highly competitive, with Tesla's Model X and Porsche's Macan EV maintaining strong sales figures [4][5] - Lotus's decision to lower prices has been perceived as a betrayal by existing customers, leading to a crisis of brand trust and identity [8][9] Management Changes - Following the backlash from the price cuts, Lotus announced a leadership change, appointing Qin Peiji as the new president of Lotus Technology in China [11][12] - The new leadership aims to stabilize the brand and focus on survival rather than aggressive growth [12][13] Financial Performance - The company's financial performance has deteriorated, with a 45% decline in total revenue to $218 million in the first half of the year [16][19] - Lotus has also announced significant layoffs, cutting 550 jobs at its UK headquarters to optimize cost structures [16][19] Strategic Initiatives - To address the ongoing crisis, Lotus has initiated a series of self-rescue measures, including a rebranding effort and securing $500 million in funding for smart driving research and global expansion [19][20] - The company has set a global sales strategy aiming for a balanced market presence across different regions, with current sales distribution nearing the target [20]