Lotus Eletre will bring a touch of luxury to Uber riders in London

1 week ago 4

Based out of Hethel, Norfolk in the United Kingdom, Lotus is a supercar brand known for its high-performance cars, but now the British automaker is entering a new arena. The Lotus Eletre marks the brand’s first foray into the electric SUV segment and in typical Lotus fashion, it raises the bar with an ‘ultra-luxury’ design that makes it one of the world’s most elegant EVs.

Lotus Eletre brings ultra-luxury to Uber’s Green pool

Uber introduced its Green category back in 2021 at the same price as UberX as a way for riders to pick an eco-friendly option. Since then, Uber Green has kept 55,000 tons of carbon emissions out of London. Adding the Lotus Eletre to Uber’s Green pool means users can select the hyper-SUV as their ride, and who wouldn’t want to take a ride in a plush, powerful SUV even if it is for a short while?

Uber’s Green category has done more than just reduce carbon emissions. Uber also offers drivers in the Green pool an additional 10% on their trips and as a result, more of their drivers are switching to high-efficiency vehicles at five times the rate of the average driver.

The posh SUV EV boasts up to 900 horsepower

The Lotus Eletre debuted with a sleek design and luxurious interior that showcased the brand's continued focus on premium quality. Though a departure from the classic sports cars Lotus is famed for, the Eletre carves out its own niche. The base Eletre and Eletre S feature a dual-motor system, delivering 603 horsepower and a 0-60 MPH time of just 4.5 seconds, while an even more powerful version takes performance up a notch.

The performance-based Eletre R comes in hot with 905 horsepower, putting it at 60 MPH in just 2.95 seconds. That performance comes at a cost, though, with the range dropping to 260 miles on a single charge, a figure that might put off some consumers. The lower two Eletre trims offer a 315-mile range, putting them well above the typical range anxiety threshold.

An Uber-Lotus marketing play could be hit-and-miss

Nearly 30% of Uber’s miles in London are fully electric, and the ride-sharing platform is encouraging more users to go green. The user who saves the most emissions through November via Uber Green will win free Uber Green rides for a full decade.

Adding Lotus into the mix of Uber’s November marketing competition is a great partnership for both companies. Not only can users rack up their saved emissions numbers, which is a trackable stat in the Uber app, but Lotus gains exposure for the latest addition to their lineup and provides extra incentive for users to go green.

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“We hope this initiative will not only enhance the riding experience for Uber customers but also contribute to a greener city, something we at Lotus are very passionate about,” said Conor Horne, Lotus Commercial Director of UK and Ireland.

On the other hand, the Lotus Eletre has a six-figure price tag, putting it out of reach for the average consumer. While it may be a desirable ultra-luxury electric SUV, those riding in it likely can’t afford it. Unless the goal is free advertising via the rider’s social media, this may be a mixed bag of a marketing play.

Final thoughts

The Lotus Eletre is an interesting entry to the brand’s lineup, to say the least. The ultra-luxury electric SUV offers a spacious interior with plenty of infotainment options, so a six-figure price tag is to be expected. That said, the Eletre isn’t the Lotus I expected to want in my garage, but with its spacious interior and a 300-plus-mile range, I’d be more than happy to take the whole family for a ride on the daily.

Their partnership with Uber is also equally as intriguing. We'd be curious to know if Lotus will see any sort of measurable sales spike from the extra exposure to their new EV SUV or if it will be nothing more than a noteworthy experiment.

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