Lotus's big show at F 1 track is by no means as simple as the scene. Eletre is really a car that can gallop on the F 1 track.
75 Lotus owners threw their hats high into the air at the Shanghai F 1 International Circuit, just like time travel, recreating the iconic "hat throwing" action of Chapman, the founder of Lotus, every time he won the championship in Lotus racing.
Inheritance and innovation are the genetic veins of lotus in the past 75 years. At one time, Lotus Yellow, the symbol of Lotus, shone brightly on the track, winning the annual championship of F 1 team seven times, the annual championship of F 1 driver six times and the championship of 8 1 sub-station. Now, on the only F 1 track in China, "Lotus Yellow" shines again.
Looking back on 75 years, Lotus has become synonymous with pure driving pleasure through the concept of extreme lightweight, which is as famous as Ferrari and Porsche. When the automobile industry "entered" the new track of intelligent pure electric vehicles, Lotus opened up a new way to transform the brand of sports cars, further deducing and strengthening the driving pleasure in the bones. The separation of oil and electricity in Lotus symbolizes the development of sports cars.
Champion thinking is born for the driver and the ultimate driver, and everything is for the driver. This is the killer of Lotus cycling track, the initial heart of Lotus being born on the track, and the global brand proposition of Lotus facing the future.
As Feng Qingfeng, CEO of Lotus Group, said, "In the era of electrification and intelligence, our initial intention remains unchanged, and we are eager to provide unique brand spirit, user value and intelligent experience for' drivers' in the new era, and to inject new connotations into' drivers' and achieve an epoch-making Lotus."
In the era of fuel vehicles, Lotus broke the stereotype and innovatively integrated aviation aerodynamics, innovative chassis proofreading and extreme lightweight design into product design, showing the unique charm of lightweight legendary sports cars for the automobile industry.
From Lotus Mark 1 1 winning the championship of 148, the runner-up of 134 and the 99th runner-up in just one year, to the podium of F 1 for hundreds of times to celebrate, such as Lotus 25, Lotus 38 and 99T, the details of the championship and the track genes have long been known.
? Facing the new era of electrification and intelligence, Lotus knows that the aura of the past is dazzling, but the champion thinking and the belief in winning in the blood are the core driving force to enter the new era. Therefore, Lotus adheres to the champion thinking in terms of products, team and marketing. And the "winning belief" permeates the corporate culture and corporate management system, making the enterprise run younger and more energetic. Lotus also insists on innovation in channels, breaking the game relationship between car companies and dealers from the source, combining direct stores with partner stores, and adhering to the exclusive cooperation mode of partner cities to achieve a win-win effect of channels.
All-round innovation, as well as the creation of epoch-making products that return to pure driving pleasure, make the path of the transformation of Routers to electric intelligence clear and full of power, and constantly provide the "drivers" with the belief and value of winning the wind. Just like introducing the "ground effect" into F 1, Lotus once again ran ahead of the times and defined a new standard of pure electric luxury.
In 20 18, Feng Qingfeng, who took over Lotus shortly, put forward the 80-year brand revival plan of Lotus Vision, that is, on the occasion of the 80th anniversary of the establishment of Lotus Brand in 2028, the brand will be fully transformed into electrification and intelligence.
The overall transformation from traditional fuel to electrification and intelligence, and from sports car to pure electric intelligent living car has become one of the cores of Lotus vision 80 80 brand rejuvenation plan.
In the first half of Vision80, Lotus firmly grasped the opportunity of electrification and intelligent transformation brought by the scientific and technological revolution, took the lead in fully opening electrification and intelligent transformation, embraced electrification and intelligence with the attitude of "rider", and became a global sports car brand.
Over the past five years, Lotus has been committed to laying the foundation, building a global layout with "Chinese-English dual engines" as the core, upgrading Lotus's British factory, building a brand-new Lotus Wuhan global smart factory, and launching an 800V high-voltage electrical performance architecture and a brand-new pure electric product matrix.
In 2023, Lotus Vision80' s 80-year brand revival plan entered the second half, striding towards "globalization". On the one hand, CP Lotus acquired LCAA, a subsidiary of L Catterton, a world-renowned consumer brand investment company, and landed in the international capital market, further releasing the brand charm. On the other hand, Lotus accelerates the pace of product globalization, and Eleetre will be the first to deliver to users in the UK and EU markets. With the establishment of global sales network, Eleetre will be delivered in the United States and other parts of the world.
Returning to the mainstream pure electric luxury car market from niche market is the key for Lotus to become the "first brand of pure electric luxury". Therefore, Lotus plans to launch a brand-new pure electric vehicle every year from now until 2025, laying out more products to meet daily driving scenarios, and quickly forming the product matrix advantage of pure electric smart living vehicles.
While perfecting the product matrix of pure electric intelligent living car, Lotus believes that vehicles are no longer simple means of transportation. With the application of intelligent technology, the boundary of the vehicle is infinitely extended, and it becomes the companion of temperature. Therefore, Lotus aims at the intelligent transformation of automobiles, changes the relationship between people and vehicles through innovative technologies such as AI, and realizes the brand mission of "reconstructing the relationship between people and vehicles".
Extreme driving control Eletre and Experience IP are committed to building "the first brand of pure electric luxury", not shouting slogans, but striding from niche market to mainstream market of pure electric luxury through multi-dimensional transformation of products, experiences and services.
Mao Jingbo, president of Lotus China, said on Lotus Day, "Lotus is committed to returning to the mainstream market of pure electric luxury cars, from the track to the highway, and then to the field of domestic cars. By realizing brand rejuvenation, creating champion products, and launching a brand-new Lotus user experience, the brand name from trust to love to appreciation is truly established in the hearts of users. "
The "first shot" of the transformation of Lotus pure electric life car is its first pure electric super-running SUV Lotus Eletre. Seven groups of Race air ducts, 6D intelligent chassis system, aviation grade aluminum, new carbon fiber, etc. They are all engraved with Lotus's iconic product design ideas, making Lotus Eleetre a unique pure electric vehicle in the market. Lotus Eleetre R+ version accelerates 2.95 seconds at the fastest, continuing the unique driving legend of Lotus.
Facing the current intelligent demand of consumers, Lotus redefines itself and equips Eletre with a track-level intelligent experience with the ultimate safety and experience. The whole vehicle is equipped with ***34 sensing hardware, including four laser radars, seven 8MP cameras and 4D millimeter-wave radar, which can realize high-order driving assistance for expressways, some urban sections and parking lots. HYPER OS cockpit operating system and dual third-generation Snapdragon cockpit platform provide users with the next generation interactive experience.
In addition to the champion products represented by Lotus Eletre, the Lotus brand is also striving to create an iconic user experience, so that users can feel the lotus of "extreme driving control" and "new British luxury". At the brand 75th anniversary celebration, F 1 world champions jenson button and Mao Jingbo * * * both brought brand experience IP——Lotus Drive Lotus Extreme Driving Experience Center to China consumers.
Professional driving experience is the core value that Lotus Drive Lotus Extreme Driving Experience Center brings to users, and it is also the eternal core for users to get close to Lotus brand. Lotus Drive Lotus Extreme Driving Experience Center will build a racing paradise for brand fans who are keen on track driving with professional team, professional track, professional training mode and professional China Automobile and Motorcycle Federation certification, and help users grow into professional drivers and really control the track.
Whether it's Eletre or Lotus Drive Lotus Extreme Driving Experience Center, Lotus has taken a different approach, not piling up products in marketing, not following others' advice, responding to consumers' needs and bringing value with champion products and Lotus's iconic full-scene experience, and building "Lotus Model" with "value-driven brand up".
Concept of steam potential: Lotus's 75th birthday is like drawing a dividing line to distinguish the past from the present; Distinguish between fuel and pure electricity; Distinguish yourself from other super-running brands. But on this dividing line, the eternal belief is "for the driver". In the era of electrification and intelligence, we will create champion products and iconic experiences for global "drivers" and plan future travel blueprints for consumers in the new era.
This article comes from Yiqi Media, the author of Che Yi, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.