Launching the Geely-Led Brand Lotus Cars Globally to Build a New Customer Base

Introduction

Lotus Cars, a storied British sports car manufacturer, was acquired by the Chinese Geely Holding Group. Geely planned to position Lotus as the new luxury sports car brand within its portfolio. With the technical development completed in 2022, it was time to reintroduce the brand worldwide. We were engaged as brand navigators and marketing consultants to support this ambitious process.

The Challenge

Integrating Lotus into the Geely portfolio not only required a strategic repositioning of the brand but also presented the challenge of attracting an entirely new customer base. Previously, Lotus had little to no significant presence in key markets like China. The task was to globally reposition the brand as a luxury sports car manufacturer while preserving the traditional values of Lotus.

Our Strategy

‚New Luxury‘ Positioning and Pricing Strategy

We developed a ‚New Luxury‘ positioning that blended traditional luxury attributes with modern expectations. This included:

• Data-Driven Pricing: Implementing a data-driven pricing strategy to optimally position the perceived value of the vehicles in different markets.
• Exclusivity and Innovation: Emphasizing technological excellence and innovative design as core brand values.

Marketing Campaigns and KPIs

• Development of KPIs: Establishing clear performance indicators for marketing campaigns to make success measurable and enable continuous optimization.
• Global Campaign Planning: Creating marketing strategies tailored to the specific needs and cultural nuances of target markets.

Brand Identity and Product Development

• Tone of Voice: Developing a consistent brand voice that reflects both tradition and modernity.
• Product Naming: Creating concise and memorable product names like ‚Eletre‘, the electric hyper SUV from Lotus.
• Localization: Adapting marketing materials and communication strategies to the local conditions of target markets.

Launching the Emira in China

• Launch Strategy: Planning and executing the introduction of the Emira, Lotus’s last internal combustion engine vehicle, to the Chinese market.
• Event Management: Organizing exclusive events and test drives for the press and potential customers.
• Partnerships: Collaborating with local influencers and automotive enthusiasts to boost brand awareness.

Results

• Overwhelming Demand for the Emira: The vehicle was consistently sold out, with waiting times exceeding two years.
• Most Successful Model Worldwide: The Emira became the most successful model in Lotus’s history, especially in China.
• Increased Brand Awareness: Significant rise in the recognition and prestige of Lotus in markets where the brand previously had little presence.
• New Customer Base: Attracted an entirely new segment of luxury car buyers who previously had no connection to Lotus.

Conclusion

Through targeted repositioning and strategic marketing initiatives, Lotus Cars was successfully established as a luxury sports car brand in the global market. The combination of an innovative pricing strategy, consistent brand communication, and tailored market entry strategies led to a substantial increase in sales and brand value. Notably, the success in China—where Lotus previously had minimal representation—demonstrates the effectiveness of our approach.

The transformation of Lotus under Geely’s leadership vividly illustrates how a storied brand can achieve new growth and success through strategic realignment and effective marketing.