Lotus has opened its flagship London showroom to the public, commencing the next stage of a worldwide sales push aimed at growing the firm’s annual volumes to 150,000 cars by 2028.
The so-called “hyperspace” opposite the iconic Ritz hotel is intended to communicate the brand’s values and new product portfolio as it kicks off its electric reinvention – growing annual deliveries well beyond the current benchmark of around 1500 cars per year.
“We need to tell the brand story,” explained Niels de Gruijter, executive director of Lotus Cars Europe, alluding to the opportunity afforded by Lotus’s rich history. “That’s why we are here at this iconic location in the middle of London – in the middle of Mayfair – to reach this.”
The showroom has been designed with a digital-first approach intended to maximise its appeal. Key to this is a bold projection along the entrance wall of the showroom lobby, displaying avant-garde films referencing key values such as innovation. This is clearly visible through the shop front – and it consistently attracted attention from passers-by during the media preview event.
Initially, the lobby will also display the three models comprising Lotus’s new line-up: the petrol-powered Emira sports car, the new Eletre SUV and the exclusive Evija hypercar. However, this will be rotated over time – both with new models as Lotus’s EV portfolio expands plus historic road and race cars.
Situated behind the three-car range is a gallery showcasing images of key models and moments in Lotus’s history, such as the original Esprit and various sporting victories. This is to develop into a “Lotus Life” space where people can learn more about the brand and where merchandise can then be bought.
A configurator area for new clients to configure their car has also been created. This is similar to Aston Martin’s offering, although not on the same scale as Aston’s 35ft-by-10ft screen.
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