Lotus Plans Expansion and Co-Location in USA

KUALA LUMPUR : Lotus has buckled up to transform its image in order to increase the brand's presence in vital markets of the United States. Introduction of the 2017 Lotus Evora 400 is being referred to as the company's first step in this direction.

The company chose Evora as its platform for transformation, as the previous gen Evora has already received positive acclaim from media, customers and dealers, who tagged Lotus as the maker of some of the finest, purest, most lightweight and efficient sports cars presently on sale.

Jean-Marc Gales, CEO, Group Lotus plc, explains: “The Lotus Evora 400 combines high performance with the legendary Lotus benchmark handling. It is lighter, more efficient and dynamically better than ever. It is the perfect high performance machine for those discerning buyers seeking a hand built British-built sports car that possesses a purer driving experience, greater agility and a more involving drive.”

In addition to launching the new Evora, the company has also expanded its dealer network to 47, of which 4 new dealers are in West Covina and Thermal (in California), Scottsdale (Arizona) and Calgary (Alberta), as Lotus is expecting its market share to grow in the near future. Moreover, Lotus Cars USA. Inc, (LCU), based currently in Lawrenceville, Georgia, will be co-locating to Lotus Engineering. Inc, (LEI) in Ann Arbor, Michigan, which is often called the heart of the US motor industry.

Talking about these new developments, Mr Gales said, “North America, as the largest sports car market in the world, is important for Lotus, both for model sales and for our engineering consultancy business. By having both of our USA organisations located in Michigan, we shall be within the heartland of the USA automotive sector, where the headquarters of some of the most important, influential and significant automotive manufacturers and suppliers are based. This will reaffirm our presence in the North American market by providing improved customer service, better technical and consultancy support, while ensuring that we have access to a skills base not found anywhere else in the territory. All of this fits with Lotus developing speedily in North America in years to come.”

Following the Geneva unveil in March 2015, the Evora 400 has been able to produce excitement throughout the globe. With 400 BHP on tap, the car can achieve a speed of 60 mph in 4.1 seconds and is six seconds quicker than the previous Evora around the company's Hethel test track.