AutoBeta(AutoBeta.net)08/09 Report--

On August 9th, Lutes officially released a new brand logo. The new logo is more flat than the old one, and Lutes' name is no longer bent, but sits in a straight line and looks more minimalist as a whole. At present, the new standard has been put into use on the official website and advertising, which marks that Lutes is about to begin a brand renaissance plan.

When it comes to Lutes, we have to talk about this legendary brand. Many people may not know anything about Lutes, but when it comes to the British lotus, everyone must be no stranger. Lutes is actually known as the British Lotus, and as a brand that is about to be forgotten, Lutes has been known as the world's three famous sports car brands with Porsche and Ferrari. Its brand has been pure since its birth, has been focused on lightweight for 70 years, and has won 7 annual championships of F1 manufacturers and 6 drivers' championships. Looking at the whole history of automobile development, there can be several dedicated car brands like Lutes.

However, even if Lutes has an absolute advantage in technology, its performance in the market has not been very satisfactory. It wasn't until 2017 that the company's sales increased by 10% compared with 2016, making Lutes Group profitable for the first time in history, while Tesla sold only 1700 new cars worldwide in the first half of this year.

The poor performance in the market has caused Lutes to change hands frequently. Colin Chapman founded Lutes in 1952; in 2011, Lutes was first acquired by Malaysia's Proton and entered the Chinese market in the same year; in 2017, Lutes was changed hands again, and Geely acquired a 51% stake in Lutes from the Proton Group. became Lutes's largest shareholder.

Now Geely, Lutes' largest shareholder, is considering investing at least $1.9 billion to revive its brand and plans to build factories and research and development centres in the UK; by the end of this year, Lutes will open five dealerships in China and expand to about 10 by 2020. In the future, Geely hopes to turn Lutes into a luxury brand that competes with Porsche and Ferrari by launching new sports cars with more popular positioning.

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