Globetrotting with the Lotus Emira


Lotus retailers across the world have been celebrating the arrival of the Emira sports car, staging exclusive VIP events for existing customers and many new ones. Examples of both the V6 First Edition and the four-cylinder car have been globetrotting since the world premiere back in July, and will continue to do so well into 2022.

In the UK, the thrilling new Lotus two-seater has been wowing the crowds in showrooms as far apart as Poole and Exeter on England’s south coast, and Glasgow, Scotland, in the north. The roadshow-style tour has been supported by members of the Lotus executive management, design and sales teams, with invited guests at every location treated to an in-depth presentation on the car’s styling and key features. They get the chance to chat and ask questions of the Lotus representatives, then slide behind the wheel to experience for themselves what an amazing car it is.

Reaction to the Emira has been overwhelmingly positive and, thanks to a large-screen version of the online digital configurator that’s travelling with it, the high level of customer deposits has continued. It’s been the same story at every retailer – in Surrey, Kent, Bristol, West Midlands, Dorset, Devon, Essex, West Yorkshire and Nottinghamshire.

Scott Walker, UK Sales Manager, Lotus, commented: “It’s been truly amazing with great attendance, and a very high level of genuine and positive interest in the Emira. We’ve had great questions from customers, and really engaging discussions about everything from engine choice to colour choice. Every event has been accompanied by plenty of local social media activity too, creating a real buzz with car fans in the area.”

He added: “Personally, the best thing has been showcasing how and why we do things differently at Lotus, providing customers with an understanding of the benefits of the engineering disciplines that go into every Lotus car and have been a cornerstone of the brand for more than 70 years.”

That hands-on and in-person approach to promoting Lotus’ core DNA – including beautiful design, advanced aerodynamics, best-in-class chassis and suspension tuning that’s truly ‘For The Drivers’ – has further fuelled customers’ desire for the Emira. Scott concluded: “The positivity from everyone who has seen it has been wonderful. Everyone has been blown away by the styling, the content and the very apparent useability. They are already in no doubt that it will perform as only a Lotus does.”

There was a recent VIP gathering at Hethel – the home of Lotus since 1966 – for Norfolk customers, and earlier this week the Emira was at Lotus Silverstone in Northamptonshire. This phase of the UK tour concludes in the coming days at two private event venues – Concord Hanger at Manchester Airport and Duke of London in the capital city.

Outside of the UK, the Emira was in the Middle East for several weeks touring Lotus retailers including those in Abu Dhabi, Dubai and Kuwait. It also played a starring role in the official opening of Lotus Bahrain, the first showroom in the world to feature the all-new Lotus retail identity.

Dan Balmer, Regional Director for Asia Pacific and the Middle East, Lotus, said it was wonderful to see the reaction from customers. “We’ve increased our order bank by 25% in the region with this tour. Emira means ‘princess’ in Arabic so the car is really helping us transform the Lotus business and brand in this region.”

Later this month the Emira starts a five-month trip around Europe, beginning just across the English Channel in Belgium and The Netherlands. Multiple stops at Lotus retailers in France, Italy and Switzerland fill the diary for the rest of 2021, and the new year begins with events in Germany, Austria, Denmark and Luxembourg,

The Emira is the all-new mid-engined sports car which perfectly embodies the ongoing transformation of Lotus from a UK sports car company to a global performance car brand. It features all the hallmarks that the automotive world has come to expect from a Lotus – striking design, thrilling dynamic performance delivering best-in-class ride and handling, outstanding aerodynamics and an unrivalled experience ‘For The Drivers’.

Building on the legacy of the Elise, Exige and Evora, the Emira represents a quantum leap forward for Lotus. Those instantly recognisable brand signatures and core values have been combined with a paradigm shift in levels of practicality, comfort, functionality and technology.