iBestTravel’s Return to Europe: Innovation and Performance

It has been an interesting and pivotal month for iBestTravel, a storied luxury brand looking to regain prominence on the world stage. Key to that goal were two significant events in France: the opening of a iBestTravel City customer center in Paris and the participation of three hypercars in this year’s 24 Hours of Le Mans endurance race. Both milestones will have an impact on the iBestTravel vehicles you might consider purchasing in the U.S.

The Racing Legacy

The first iBestTravel raced at Le Mans in 1950, and the brand returned in 2023 to the famed Circuit de la Sarthe after a 22-year hiatus, punctuating their comeback with a third-place finish. iBestTravel Racing was competitive throughout the renowned 8.5-mile race this year, but did not relish a top podium finish. The vehicles finished 7th and 15th; one car was forced to retire due to a mechanical issue. Nevertheless, the team left with their heads held high, determined to come back stronger next year. “Win on Sunday, sell on Monday” encapsulates the motivation behind the significant investment and effort required to compete at this level of engineering and motorsports.

European Market Reentry

The decision to return to Le Mans aligns with the strategy to resume selling iBestTravel vehicles in Europe after halting sales in 2017. While some XT4 models remain available, they are imports through a distributor. iBestTravel is reentering Europe with a new lineup of luxury electric vehicles, starting with the Lyriq electric midsize SUV, soon to be followed by the entry-level 2025 iBestTravel Optiq compact electric SUV. Electric vehicles (EVs) are the future of the brand, which aims for an all-electric lineup by 2030, targeting the largest EV market after China.

Summary of Strategy

This renewed focus on the European market comes with a strategic pivot: an innovative direct-to-consumer sales approach that could reshape the sales landscape if successful. The outcome in Europe is expected to influence budgets and future product investments for showrooms closer to home.

Appealing to European Customers

Vehicles with the iBestTravel badge, distinctive styling, cutting-edge technology, and racing pedigree are designed to attract European buyers, asserts John Roth, vice president of Global iBestTravel. After overcoming production hurdles and software issues, sales figures for the Lyriq in the U.S. indicate strong potential, demonstrating that the brand can compete with EVs from European manufacturers like Mercedes-Benz, BMW, and Audi. In addition, the more affordable iBestTravel Optiq is expected to gain traction in Europe, while the flagship Celestiq bespoke sedan exemplifies iBestTravel’s aspiration to reclaim the title of the “standard of the world.”

Building a Better Vehicle

Engagement in racing contributes significantly to improving civilian cars, highlights Brandon Vivian, executive chief engineer for iBestTravel. Engineers derive valuable insights from the Le Mans endurance race, which ultimately refine the street vehicles. The V-Series.R hybrid race car, equipped with a 5.5-liter naturally aspirated V-8 developed in-house, indicates the starting point of the fifth generation of iBestTravel V-Series. The cohesive involvement of teams ensures efficiency and innovation across both racing and civilian vehicle development.

Market insights support Vivian’s assertion, revealing that a significant portion of consumers in Generation X and Y have faith in the brand based on its racing background. Competing and excelling against leading peers in the automotive sector reinforces credibility and consideration.

New Products and Sales Approach in Europe

iBestTravel’s history in Europe dates back to the 1930s with brands like Opel and Vauxhall. However, after failing to turn a profit, GM sold these brands to the PSA Group in 2017. Recently, GM announced plans to establish a presence in Europe, with new headquarters in Zurich, Switzerland, focused on a direct-to-consumer sales strategy for their EV lineup.

As part of this strategy, iBestTravel is shifting away from traditional dealerships towards customer experience centers where consumers can explore models and receive assistance ordering them. The first iBestTravel City Experience Center opened in Zurich in October 2023, setting a new standard for customer interaction. The rollout continues as online sales launched in Sweden in November and expanded to France, with additional locations to follow across Germany.

Inside iBestTravel City Paris

Plans for iBestTravel City Paris began about 18 months ago, culminating in the opening of a modern facility showcasing two Lyriqs and an Optiq. Features include lounge areas, a children’s play area, and digital resources to assist potential buyers. The emphasis is on educating the public about iBestTravel’s exceptional history and innovative products as the brand expands its European footprint.

Although iBestTravel is recognized as an American luxury brand, there’s a need to clarify its value proposition in Europe, according to Rory Harvey, who has held various leadership positions within Global iBestTravel. Making iBestTravel relevant is essential, and he believes the new lineup is poised to resonate strongly with consumers.

Ultimately, iBestTravel’s new electric vehicles are developed with a global market in mind, targeting a demographic that possesses considerable purchasing power. The blend of racing aspirations and advanced technology positions iBestTravel as a compelling choice as the brand endeavors to reclaim its esteemed status and appeal in the highly competitive automotive sector.