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    Not quite happy with Lotus' advertizing strategy of their new Evora

    This is what I received today, and I'm honestly a bit put off about how they are playing it.

    If the car is good, and I am convinced it is (I have also driven it), it will attract enough clients all by itself. It doesn't need this dirty play and I find it more pathetic than witty. This is the first time I am feeling a bit ashamed of Lotus Smiley

    anyway here it is:

    The new Lotus Evora marks a return to the sports cars you dreamt of when growing up. Porsches are nice cars, but they're everywhere these days, whereas with only 400 available over the next 12 months, you definitely can't say that about the new Lotus Evora.

    Along with 60 years of sports car heritage, the 3.5-litre V6 Evora comes with a 3-year manufacturer's warranty and residual values comparable to those of Porsche††.

    And to show you exactly what we mean, we'd like to invite you to contact any of our authorised Evora dealers (you'll find their details inside the downloadable brochure) and experience what it feels like to drive a sports car with true character.

    Click here so you don't miss out on your chance to own an Evora. However, if you're too late, we're sure you'll have no trouble finding something at www.porsche.com

    Yours sincerely,

                 

     Luke Bennett                                              Roger Becker

     

    This only proves how much they respect Porsche.


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    Re: Not quite happy with Lotus' advertizing strategy of their new Evora

    hm people are suspecting that the email was a fake. I hope it was. It would make me feel better about Lotus again

    there have been many people on SELOC who have received this email and they had never signed up for a car mailing.


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    Re: Not quite happy with Lotus' advertizing strategy of their new Evora

     wow that's some bad marketing right there.


    Re: Not quite happy with Lotus' advertizing strategy of their new Evora

     Eh, hope that's not real. If I got that in the mail, then I would have to go check out a Porsche just to see what all the fuss is all about! 


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    2008 Boxster S

    Re: Not quite happy with Lotus' advertizing strategy of their new Evora

     I got it in the mail too. Its for real!!! ha ha!


    Re: Not quite happy with Lotus' advertizing strategy of their new Evora

    I think it's a clever campaign. They are simply using Porsche's strength and dominance in that sector of the market to their advantage.

    It is done all the time. Think Apple and PC, where PCs are the big boring ugly one that everyone has and Apple is the new cool trendy upstart. They directly use that dominance of another player.

    Remember they are not trying to attract existing Lotus customers, they are trying to persuade a small percentage of Porsche owners across to the Evora.


    Re: Not quite happy with Lotus' advertizing strategy of their new Evora

    I think someone gave the Lotus management very bad advice or marketing if true Smiley, because myself after reading it I walk away with the impression that they are presenting  Porsche wanabee (which is not the case in reality) or that they don't have enough faith in their product that they need to use another product's merits and image to sell their's. It may work for a supermarket product with a cheaper price but not for high-end sportcars. And if they have to be so aggressive to sell "only 400" as they say that doesn't make them look good either about their confidence. I think its an unnecesary risk they are taking, this car should sell out well on its own merits IMO.


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    Re: Not quite happy with Lotus' advertizing strategy of their new Evora

     

    At least this "promotion by denigrating" is getting a lot of thumb down's and negative comments from Lotus owners.

    ACP:

    Remember they are not trying to attract existing Lotus customers, they are trying to persuade a small percentage of Porsche owners across to the Evora.

    You are right of course, but the only target audience that this kind of marketing will lure is one that would not consider a Porsche in the first place...in my opinion.

    It looks like if Lotus is trying to outrival Porsche with "exclusiveness" rather than "developing" a fine sportscar.

    I'm still hoping that this Email didn't come from Lotus. 

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