Lotus focuses directly on Italy, lands in 2023 in Milan – Industry

Lotus focuses directly on Italy, lands in 2023 in Milan – Industry
Lotus focuses directly on Italy, lands in 2023 in Milan – Industry
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The Italian presentation of Eletre, the first electric hypersuv in the world that combines the iconic Lotus DNA with the usability and environmental respect of a 100% electric SUV, was the occasion to announce an important ‘landing’ program for the famous British sports car brand (part of the Chinese Zhejiang Geely Holding Group since 2017) in Italy, with the location of an operational hub in Milan from which the national, Spanish and Portuguese markets will be managed.
“A strategy that has very ambitious objectives – Giuseppe Mele, director of brand & PR Lotus Cars Europe told ANSA – given that Lotus is transforming itself from a British company focused on sports cars, to a global brand committed to the production of high-performance cars” . Recalling that “the journey began in 2018, guided by our long-term strategy that will define what Lotus will be in 2028, that is the year in which it will celebrate its 80th anniversary” Mele explained that for the start of activities in Milan, expected in 2023, “selections and hiring are underway” and that the new operating structure “which provides for the transition from dealerships to agents will entail a significant strengthening of commercial and service activities in the country, including relationships and loyalty with customers and Lotus collectors in Italy “.
Growth plans in Europe are led by the European headquarters in Amsterdam in the Netherlands. and the Italian office will be added in 2023 to those planned in various European countries.
“We plan to start from Milan – said Mele – also with the new showrooms, which will allow customers, including the new lifestyle targets we are aiming for, to get to know Eletre, but also other models already in production such as the sporty Emira la revolutionary Evija electric hypercar, in addition to the other three models that will be launched in the next four years “.
‘Born in Great Britain, grown around the world’, Eletre is the new model with which Lotus wants to broaden its target globally and attract a completely new audience, providing a compelling alternative for anyone who wants a car different from the traditional sports car segments.
“Eletre represented a rare creative opportunity in the field of high performance car design – explained Peter Horbury, senior vice president of Design Lotus Group – because we had the opportunity to start from a blank sheet and develop a completely new vehicle, which takes the brand in a completely different direction. There has been a very close working relationship and great collaboration between the Lotus design studios of Warwickshire and Hethel. The result is a different hypersuv than those on the market; the electric powertrain has inspired a ‘cab-forward’ design that incorporates the iconic mid-engine layout of Lotus sports cars, creating a unique look and position in the SUV segment.
The arrival of Eletre marks the beginning of a new era of pure electric SUVs “.
Ben Payne, managing director of the Lotus Tech Creative Center, added: “Eletre is a cutting-edge performance all-electric vehicle that embodies emotion, intelligence, prestige and, as the brand’s first lifestyle car, sets the standard for what follows. We have took the iconic Lotus sports car design language and successfully evolved it into an elegant and exotic hypersuv. “


The article is in Italian



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