LOTUS has announced the formation of a new ‘special ops’ division it says will craft bespoke halo projects, limited editions, and unique content for customers. Dubbed Lotus Advance Performance, the division will also host Lotus Driving Academy events, tours of the brand’s revitalised production facility in Hethel (UK), and other “money can’t buy” experiences.
The team will be led by former Q by Aston Martin head Simon Lane, who joins Lotus Advance Performance (LAP) as director.
Mr Lane says his team will be responsible for “delivering thrilling bespoke vehicles and world-class customer experiences”, and the brand takes another significant step in its ongoing transformation to becoming a “global performance car business and brand”.
“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,” Mr Lane 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,” he added.
Lotus released an enticing image of a rear wing from an as yet unnamed model as a sample of an “exciting future project”.
It’s understood that LAP will be responsible for projects similar to the outlandish sports model shown, as well as:
- 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 ($A188.6m) 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’
Lotus Cars managing director Matt Windle said LAP is another element of the brand’s Vision80 transformation, saying the division would allow unique opportunities for the brand to interact with its growing customer base.
“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,” Mr Windle said.
“With the Emira and Evija starting production in the coming months, Lotus Advanced Performance is another significant opportunity to enhance our brand and communicate directly with customers,” he concluded.
Keyword: New Special Ops team to deliver unique Lotus cars