Lotus to Revert to 莲花 in China, Capitalizing on Brand Recognition
SHANGHAI, CHINA – Lotus, the renowned British sports carmanufacturer, is set to reclaim its original Chinese name 莲花 (Lotus in Mandarin), according to CEO Feng Qingfeng. The move comes after a two-year legal battle to recover the trademark from a Chinese parts manufacturer who had registered the name before Lotus entered the Chinese market.
The Chinese consumer has a strongemotional connection to the name ‘莲花’, said Feng. While ‘路特斯’ (Lutes) is a phonetic translation of Lotus, ‘莲花’ resonates more deeply with our audience.
The decision to revert to 莲花is a strategic one, aimed at leveraging the brand’s established recognition in China. The name evokes a sense of elegance, grace, and performance, qualities that align perfectly with Lotus’s brand identity.
Lotus’s history inChina dates back to the 1990s, when the brand gained popularity as 莲花跑车 (Lotus Sports Car). However, the company’s foray into the Chinese market was interrupted by the trademark dispute.
In 2017, Geely Holding Group acquired a controlling stake inLotus, marking a new chapter for the iconic brand. Since then, Lotus has been actively expanding its presence in China, introducing two electric models: the EMEYA and the ELETRE.
The rebranding to 莲花 is expected to further boost Lotus’s sales in China, a crucial market forthe company’s growth. Feng revealed that Lotus plans to launch a new model by the end of next year, aiming to further solidify its position in the premium electric vehicle segment.
China is a key market for Lotus, said Feng. We are confident that the return to ‘莲花’ will resonate with Chineseconsumers and drive further success for the brand.
The company’s first-half sales figures demonstrate the growing demand for Lotus vehicles in China. Lotus delivered 4,873 vehicles in the first six months of 2024, showcasing the brand’s strong performance in the competitive Chinese market.
The rebranding to 莲花 signifies Lotus’s commitment to the Chinese market and its understanding of the cultural significance of the name. It is a strategic move that aims to capitalize on the brand’s existing recognition and further strengthen its connection with Chinese consumers.
With its focus on electric vehicles and its renewedcommitment to the Chinese market, Lotus is poised to make a significant impact on the global automotive landscape. The return to 莲花 is a testament to the brand’s enduring legacy and its ambition to continue its journey towards a brighter future.
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