Lotus London, A New Digitally Driven Luxury Brand Centre, Opens in Mayfair

Lotus London, A New Digitally Driven Luxury Brand Centre, Opens in Mayfair

The renowned sports car manufacturer Lotus Cars has opened Lotus London in the heart of Mayfair. It is a state-of-the-art brand centre that will be a focal point for all things Lotus, allowing visitors to experience a relaxed atmosphere, learn about the marque’s history and view the company’s latest models.

When asked to name a British sports car company, Lotus will likely be one of the first to come to mind. The company (Lotus Cars) was founded by Colin Chapman in 1952 at an old military air station, which started a legacy that has, thus far, lasted for seventy-five years.

Since then, Lotus has grown into a global company creating beautiful sports cars and is constantly broadening its reach by dipping its toes into many other areas, including audio, cycling, fashion and more.

Two of the models on display in the premises

Lotus is known for its innovation, and this can be seen in the premium models it develops, many of which are on display in London Lotus at 73 Piccadilly.

The newly opened brand centre is a welcoming space that allows potential buyers and interested parties to relax and enjoy refreshments while discussing with Lotus experts how they can personalise models to their exact tastes.

In addition to the cars on show, visitors to Lotus London can also treat themselves to Lotus merchandise and other co-branded products. A great example of the company moving beyond manufacturing cars can be seen in the KEF LS60 Wireless Floor Speakers, which, as you would expect, is available to view and purchased at Lotus London.

One of the manufacturer's fastest sport cars on the track

Lotus has the vision to become a global performance brand, and Lotus London is the marque’s first digitally driven flagship showroom in Europe. It is a ‘Hyper Space’ embodying the vision.

In 2018 Lotus revealed Vision80 and plans to transform the brand from a heritage automotive company to an Intelligent, all-electric, luxury mobility provider by 2028, which, if it came to fruition, would make an excellent eightieth-birthday celebration.

The view out to the street from the new showroom

Brand centres are crucial in the business’s global customer experience strategy, which focuses on building a direct relationship and creating unique, personalised buyer experiences.

The company has also indicated that more brand centres could follow Lotus London, with stores potentially opening in what the company regards as ‘key markets’; the USA and locations in parts of Europe and Asia.

Mike Johnstone, Chief Commercial Officer at Lotus Group, said, “The opening of our new store demonstrates our commitment to transform Lotus into a global luxury performance brand. We have seen a huge demand for our products and have ambitious plans to scale rapidly by 2028.

Brand centres worldwide will play a key role in building the Lotus brand and long-lasting relationships with our consumers.”

Lotus began delivering its Vision80 promise with the world premiere of the Eletre last year. The vehicle’s production has started, and delivery to customers in the UK and Europe is expected later this year.

If you would like to find out more about the company, Lotus London or any models, please visit www.lotuscars.com.

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A photograph from behind the wheel in one of the car company's sports carsLotus London, A New Digitally Driven Luxury Brand Centre, Opens in Mayfair 2

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