UK sports car manufacturer Lotus has launched a new design and experiential division to deliver new halo project vehicles and world-class customer experiences.

Called Lotus Advanced Performance (LAP), the division will be charged with delivering ultra-exclusive and unique vehicles; limited edition, high-spec variants of the company’s cars; personalisation and bespoke services for its cars; a range of products and merchandise; and experiences for customers, fans and partners of the brand.

Also on the list is both the creation of a Lotus Driving Academy to offer expert tuition at the wheel of a Lotus at locations around the world, and a move into motorsport which will include the delivery and support of lightweight competition cars to customers around the world.

It’s another step in the transformation of Lotus, which has moved to become a maker of electric vehicles, and has the heavyweight backing of its majority owner, China’s Geely.

Simon Lane, formerly of the bespoke ‘Q by Aston Martin’ business, will lead the Lotus Advanced Performance division.

“I have always been a Lotus fan, and this has to be one of the most exciting roles in the automotive industry right now – a blank sheet of paper and the opportunity to launch a completely new division at the world’s most ambitious car brand,” he said. “The LAP team and I have some fantastic and truly innovative ideas with very broad appeal, for Lotus fans young and old to those in search of unique experiences and collectible opportunities.

“Working in tandem with the hugely experienced Lotus Design team, and colleagues in our engineering teams around the world, we are going to build the most exciting and exclusive Lotus cars, embracing our exciting, electrified future while also honouring our illustrious past.”

Source: Motor Trader e-Magazine (March 2022) 

9 March 2022