Lotus SWOT Analysis, Competitors & USP

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SWOT Analysis of Lotus with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Sports Cars



Tagline/ Slogan

Innovative. Featherweight. Eye-catching.


Lotus has been one of Britain’s most iconic cars

Lotus STP


True driving enthusiasts rather than the rich & affluent

Target Group

The young nouveau rich driving enthusiasts


For the true driving enthusiasts

Lotus SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lotus. Strengths are:

1. Handling Characteristics
2. Lotus Engineering has facilities in the UK, US, Malaysia and China.
3. Light weight design, which gives a good power to weight ratio at comparatively low power
4. Hand built, thus assuring very high precision & care in manufacturing

5. Strong presence in motor sport and Formula One

6. Marketing to apparel merchandising to increase brand reputation


Here are the weaknesses of Lotus :

1. Dependence on other manufacturers to design engines and accessories
2. Brand presence and penetration is restricted to a few countries


Following are the Opportunities of Lotus :

1. Its F1 team has done well recently; they can use to improve their brand image
2.It can relocating or add a production facility in Asia where the cost of production can be brought down drastically, thus increasing the margins
3.It can look to enter & building its brand in the emerging markets like India


The threats of Lotus are as mentioned :

1. In case it gets in cash flow trouble it may not be able to revive itself
2.Its market share can be taken by the European manufacturers
3. People are increasingly preferring eco-friendly & more practical cars rather than cars for pleasure
4. Macro-economic factors that are against consumption of luxury goods

Lotus Competition


Below are the 5 main Lotus competitors :

1. Porche
2. Ferrari
3. Cadillac

4. BMW

5. Mercedes Benz

The brandguide table above concludes the Lotus SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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