转自：新华财经 近日，莲花跑车（Lotus）旗下新款EMEYA与ELETRE正式上市。在"冰箱彩电大沙发"盛行的时代，莲花依然坚持将"操控性能"作为产品核心，走出一条差 异化的发展路径。莲花科技营销中国及中东亚太区总裁钦培吉表示，尽管近期市场对舒适化配置需求显著，部分性能品牌在电动化转型中面临挑战，但莲花 始终坚信驾驶乐趣具有不可替代的价值。"一部莲花车，半部操控史。在电动化与智能化浪潮下，莲花要守住豪华品牌定位，坚持做高端驾控细分市场。" "窄"赛道，"宽"积累 在大部分品牌都在扩大产品序列、试图成为"六边形战士"的当下，莲花跑车选择主动将赛道收"窄"，专注于"驾驭"这一核心领域。此举背后是莲花 以"窄"博"宽"的市场策略——在行业极度"内卷"的当下，与其自降身价内卷，或许在细分领域做到极致，才能赢得最稳固的生存空间。 在品牌定位上，作为与保时捷、宾利、劳斯莱斯等并列的豪华跑车品牌，保持高端调性是莲花的天然使命，底盘调校是莲花的立身之本。钦培吉在采访中表 示，莲花跑车的"空气动力学、底盘调校与轻量化设计"是其难以超越的三大优势，这正来源于其多年深厚的"慢"积累。77年来，莲花专注于汽车操控技术提 升，在历史 ...

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]