If you’re going after Porsche, everything needs to be perfect.
If any brand is in drastic need of a change, it’s Lotus. Happily, the brand realizes this too and, as such, has embarked on an ambitious journey to revitalize itself. Now under Geely’s ownership, the British brand has strayed from its lightweight, ICE-powered sports car roots and has introduced an all-electric SUV called the Eletre. While purists will hate the newcomer, their fiery anger will be doused by the fact that this battery-powered cash cow will help the brand develop exciting new sports cars.
With a transformation comes a new image and Lotus dealerships across the world are quickly adopting a new visual identity. Showrooms in North America, Europe, and the UK have already received the fresh aesthetic which, says Lotus, is “sculptural and artistic in its execution.” These are characteristics that draw from the brand’s much-admired design and engineering prowess, intending to capture the energy of Lotus as it transforms itself into a global contender.
Under the Earth Motorcars umbrella, Lotus Dallas is one of the US retailers to get the new look. As one of the richest cities in the country, Dallas is a key market for the British brand. A revised dealership will undoubtedly help in stirring up monied customers. With a new lineup, Lotus wants its new Emira and the aforementioned Eletre to be displayed in an environment as visually appealing as the cars are.
“As we evolve and expand our product range, we are enhancing the Lotus customer experience. The physical transformation of our retailers and retail agencies worldwide, coupled with the launch of our digital e-commerce platform, is a key element of that process,” said Geoff Dowding, Executive Director for Sales and Aftersales at Lotus.
Interestingly, the local Lotus dealership isn’t the only high-end retailer to receive extensive revisions. Lamborghini has also redesigned its Dallas showroom, in the hopes of drawing in wealthy Texans.
European Lotus dealerships aren’t messing around when it comes to adopting the new identity. A new Lotus showroom has sprung up in Brussels and, elsewhere, Lotus Turin also invested in the new look to improve the customer experience. In Lotus’ home country, the Exeter showroom also received extensive updates to appeal to consumers. While this is a step in the right direction, the company still has a long way to go before it becomes a formidable Porsche alternative.
Lotus has also opened up the legendary Hethel factory for fans to tour the facility. Not only will visitors be able to catch a glimpse of the Emira on the production line, but also see the Hethel test track in person. On certain days, Lotus aficionados may even get to access Classic Team Lotus, where a number of classic race cars are to be found on display.
