28/03/2022 – It will be officially presented on 29 March 2022, the new challenge of the British-born brand (today in the Chinese group Geely) founded by Colin Chapman, lotus electric !
Lotus has always been synonymous with “lightness”, ever since the racing heroic days when Colin Chapman showed his genius by taking weight off instead of adding horsepower to his racing cars, then pouring this philosophy into the mass production of its road models.
“Simplify, then add lightness”
Colin Chapman
The Lotus brand has therefore built its history and identity faithful to this concept, creating a series of sports cars united by characteristics of essentiality and lightness, from the extruded aluminum frame to the essential interiors and reduced to the functionality of the guide which guaranteed a considerable weight saving to the advantage of performance, drivability, consumption.
But as we know, everything changes and the market requires brands to adapt over and over again in order to survive and compete. Rule that no one escapes and which also led Lotus to face the change, with a quantum leap that tomorrow will see the shell of a new car hatch, so far from the universally known characteristics of the brand, to be a real challenge “heavy” at the marketing level.
Not just an electric car weighed down by the inevitable technological features now required as standard by customers all over the world, but even an SUV with high wheels, in stark contrast to the low sports range, streamers, light and performing which are part of Lotus' DNA and the perception of this brand.
How will this challenge be addressed ?
The doubts are many, the strategy must be so well coordinated and refined as to bring customers into a completely new world in which to make the brand values shine, ferrying them into a profoundly different era but bearing in mind the importance of working on the different levers.
