Lotus Advanced Performance: new bespoke design and experiential division announced
- New ‘special operations’ team from Lotus, delivering halo projects, limited editions and unique content for customers
- Enticing new image hints at an exciting future project
- Experiential elements include Lotus Driving Academy and tours of the revitalised advanced production facility in Hethel, Norfolk
- Simon Lane joins Lotus as Director, Lotus Advanced Performance, to lead the team
(Hethel, UK – 9 February 2022) - Introducing Lotus Advanced Performance, a new division of the business dedicated to delivering thrilling bespoke vehicles and world-class customer experiences.
It is another significant development in the ongoing transformation of Lotus from a UK sports car company to a global performance car business and brand. An enticing new image of a rear wing from Lotus Design hints at an exciting future project.
The portfolio of services that Lotus Advanced Performance will offer includes:
- Halo projects – ultra-exclusive and unique vehicles that expand the Lotus product portfolio in exciting new directions
- Limited editions – exclusive high-spec and highly desirable versions of Lotus cars, allowing customers to stand out from the crowd
- Bespoke – personalise your Lotus car with exclusive colours, trims and materials
- Experiential – from tours of the new £100m Hethel sports car and hypercar production lines to ‘money can’t buy’ opportunities all around the world, activities to enable customers, fans and partners to experience the Lotus brand
- Lotus Driving Academy – expert tuition at the wheel of a Lotus at locations around the world, including the iconic Hethel test track in Norfolk
- Motorsport – starting with the Emira GT4 race car, Lotus Advanced Performance will support and deliver lightweight competition cars to customers around the world
- Options – exclusive extras for your Lotus
- Accessories – a broad range of Lotus Advanced Performance products and brand merchandise ‘For The Drivers’
All programmes are being led by Simon Lane, Director, Lotus Advanced Performance, who has joined from the bespoke 'Q by Aston Martin' business.
Simon commented: “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. 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.”
He added: “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.”
To learn more about Simon Lane read his full biography here.
Matt Windle, Managing Director, Lotus Cars, commented: “With high-profile success in leading the delivery of bespoke vehicles and world-class customer experiences, Simon Lane is the perfect person to lead Lotus Advanced Performance. This new division is an exciting addition to our business and another key element of our Vision80 transformation.”
He added: “With the Emira and Evija starting production in the coming months, Lotus Advanced Performance is another significant opportunity to enhance our brand and communicate direct with customers.”
Notes to Editors
For more information please contact the Lotus Communications team:
James Andrew, Executive Director, PR and Communications
+44 (0) 7384 830903
Rob Borrett, Head of Media and Launch Programmes
+44 (0) 7718 560789
Richard Yarrow, Head of News and Technology Communications
+44 (0) 7471 994525
Alastair Florance, Group PR Manager
+ 44 (0) 7802 918662
Samantha Thomas, PR Officer, Product Press and Digital Media
+44 (0) 7909 813785
The Lotus media site – https://media.lotuscars.com – contains news, images, specifications and full details of current models, as well as heritage cars and engineering technology.
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Lotus Cars is based in Hethel, Norfolk, UK, and is the global HQ for sports car and hypercar manufacturing operations, the Lotus Advanced Performance Centre and the iconic 2.2-mile test track. Lotus Cars builds world-class high-performance cars, born out of legendary success on the racetrack including 13 FIA Formula 1 world titles and many other championship honours. In July 2021 Lotus unveiled the all-new Lotus Emira, its last petrol-powered sports car and best-of-breed, and in July 2019 it launched the Evija, the world’s first all-electric British hypercar. Customer deliveries of both cars will begin during 2022.
Lotus Engineering provides comprehensive consultancy services to many of the world's OEMs and Tier 1 suppliers. It is internationally recognised for its long-standing contribution to ground-breaking engineering and innovative vehicle development. Its expertise extends beyond automotive; in August 2021 a Lotus Engineering-developed track bike helped Team GB’s cyclists win seven medals, including three golds, at the Tokyo Olympics. An international consultancy with offices around the world, Lotus Engineering is headquartered at the Lotus Advanced Technology Centre on the University of Warwick’s Wellesbourne Campus in the UK.
Lotus Tech is the global ‘intelligent technology’ division based in Wuhan, China. Its role is to accelerate innovation in the fields of batteries and energy management, electric motors, electronic control systems, intelligent driving, intelligent manufacturing and many more. Lotus Tech will oversee the manufacture of a range of premium Lotus lifestyle electric vehicles in Wuhan starting in 2022. European operations are based at Lotus Tech Creative Centre, a state-of-the-art design studio in Coventry, UK, and Lotus Tech Innovation Centre, a world-class engineering facility in Raunheim, Germany.
Lotus Group is either the parent company of or associated with the above subsidiaries and others. Lotus Group is part of Geely Automotive, the fastest-growing automotive group in the world. Geely has a 51% controlling stake, with 49% owned by Etika Automotive, a Malaysian conglomerate.