Not just another sportscar. The other?

[Suprluminal]

Maybe an unusual question for the forum, but not sure I fully understand what are Lotus trying to say with “The Lotus Emira. Not just another sportscar. The other.”

If the Emira is “The other”, does that mean that “THE” sports car is from another brand? That the Emira is sort of second as a choice?

Am I understanding it wrong? Marketing wise seems a bit odd. Or maybe it is just me?

 

[Tomwa]

No it's weird for sure.

I'm guessing they are just trying to be aware they aren't the dominant mind share. Likely trying to imply Porsche without saying it.

 

[Suprluminal]

Maybe. i was also wondering if it could be a Chinese slogan that does not translate well and forced down by Geely?

 

[CHEESE]

I take it to mean that it's unique and there isn't really anything else like it. It's not just another corvette or just another porsche. Among the higher-end sport cars, it's the one that stands out as something that's actually special - the "other" one. The one that's elusive to most people's acquisition; exclusive.

 

[675430VME]

Maybe. i was also wondering if it could be a Chinese slogan that does not translate well and forced down by Geely?

Geely doesn't have too much control of the British built car, pretty much everything about Emira Lotus England has the final say.

 

[centerpunch]

Pretty sure they mean the Emira is an alternative to Porsche. Really the only alternative.

 

[harleyujoe]

The Other to me means when you purchase any Lotus you are purchasing a car that will 99% of
any ride you take will not pass another Lotus.
Any ride I take Corvette's /Porches pass by me but never has another Evora or now Emira for sure.
When I drive a Lotus I do feel odd and happy when I drive them..LOL
But the ride and handling are very special and when you get out and look back at your Lotus
you know you bought the right car...

 

[Nova]

Terrible marketing slogan for a mass market product. Yes I know the car is made for a niche set of drivers, but it's still mass marketing instead of say esoteric modern art pieces.

If you watch the original marketing video, it starts to make more sense:
"The Other." is just how they chose to say that the Emira is different and unlike any other car on the market. So if you want to be different, to stand out, to be uncommon, then the Emira is the car for you because it will not fit into any group and is always stand out as the "other".

The problem is that "other" has at best a neutral connotation, and often a negative connotation. My bet is that this slogan was not created by a native English speaker. I may lose that bet but it would be my bet.

 

[netsinah]

My 2 cents and different point of view: maybe Lotus did well with this slogan. The goal of any advertising is to get someone’s attention and keep people thinking/talking about it. The ambiguity of this slogan does just that, as evidenced by this thread.

IMO Lotus is saying the Emira is not just another “ho-hum, been-there-done-that sport car, but rather THE other sport car to be preferred because of its differences. Or at the very least, it’s an alternative to what you commonly see out there, as others have said.

 

[cdn_alien]

I thought the slogan was effective, and makes you think. It's not easy to differentiate yourself from Porsche, without having to say the word Porsche in you ad.

At a gas station, I recall running into a gentleman who just bought a brand new 911. He came over and said that's a beautiful car - What is it? I said it a Lotus. He had "never" heard of the brand - even after a lot of cueing, you know, Formula 1 Racing? Lotus Esprit? James Bond? British brand? Nope! It seems for some people, the one and only sports car brand they know is Porsche.

 

[Lotus64]

I translate the slogan as a nice way of saying none of the other sportscars can deliver at this level; driver engagement, styling, exclusiveness, passion.... Emira is in its own class.

 

[Adam Brouillard]

Might be a direct reference/challenge to Porsche's old "no substitute" thing from Risky Business.

 

[trackday14]

A slightly different slogan would have resonated with me:

The Lotus Emira. Not just another sportscar. A sportscar like no other.

 

[netsinah]

A slightly different slogan would have resonated with me:

The Lotus Emira. Not just another sportscar. A sportscar like no other.

Nice! No doubt Hethel and Geely scour this Forum for good ideas and feedback. Expect a call from the Lotus marketing department, with a job offer (lol).