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]

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]

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