Lotus Cars revs up its performance in the Middle East
New showrooms set to open
Remaining faithful to the vision of founder Colin Chapman, Lotus Cars has carved out a unique identity in the automotive world, focusing on pure driving experiences. Known for innovative engineering and advanced materials, Lotus emphasises the importance of lightweight construction, which enhances performance and fosters a deeper connection between driver and vehicle.
With a global presence, Lotus Cars pushes boundaries in automotive technology and design while building its world-class, high-performance cars based on its legendary success on the racetrack, including 13 FIA Formula 1 world titles and many other championship honours.
Every Lotus sportscar and hypercar is meticulously crafted at the company’s global headquarters in Hethel, Norfolk, UK.
Recent models, including the all-electric Evija and the Emira, represent the brand’s commitment to excellence. With upcoming electric SUVs and a new sports coupe, the brand is set to redefine the sportscar landscape.
In an exclusive interview in Dubai with Middle East News 247, on the sidelines of the launch of the all-new electric Emeya hyper-GT in the Middle East, Dan Balmer, President and CEO of Lotus Cars Asia-Pacific and Middle East, highlighted Lotus Cars’ strategic vision in the Middle East region, the marque’s unique position, market readiness for EVs, commitment to sustainability, and future growth plans.
Excerpts from the interview:
menews247.com: What is Lotus’s overall market position in the Middle East?
Dan Balmer: Lotus’s presence in the Middle East is not just strategic; it is pretty significant. We have a regional team headquartered in Dubai, which serves as our operational hub. This location was chosen specifically because it situates us between our roots in the UK, where our sportscars are produced, and our new base in China for our lifestyle vehicles.
This geographic positioning is crucial for our growth and allows us to focus on the growing Middle East market.
menews247.com: What makes the Middle East a unique market for Lotus?
Dan Balmer: The Middle East has an eclectic customer base with opportunities and challenges. Thanks to a solid European expatriate community, many customers in the region have a rich history with Lotus, recalling models like the Esprit and Elite. Having grown up with our brand, these residents often carry a European influence.
However, a newer demographic, particularly from Asia, also sees Lotus as a high-tech, modern automotive company. This duality creates a fascinating landscape where we can share our storied heritage while introducing new narratives about our innovations.
menews247.com: Given the ongoing shift towards EVs, is the Middle East ready to embrace this change?
Dan Balmer: That is a great question. The readiness for EVs in the region is mixed. In urban environments like Dubai and Doha, many customers find electric vehicles (EVs) appealing due to shorter commutes, making charging less hassle. I reside in Dubai and charge my vehicle once every ten days, which seamlessly fits into my lifestyle.
However, some customers may be hesitant, primarily due to concerns about range or lifestyle adjustments. We must provide a compelling case for EVs, emphasising their convenience and modern technology.
menews247.com: Speaking of technology, how does Lotus incorporate high-tech features into its vehicles?
Dan Balmer: Traditionally, Lotus has been known for its lightweight sportscars that prioritise the driving experience. However, today’s consumers expect more connectivity and practicality. Our latest models still maintain that authentic Lotus driving DNA but are packaged in a way that incorporates advanced technology.
We ensure our cars are designed with unique architecture rather than relying on shared platforms, allowing us to infuse our identity into every vehicle. This blend of heritage and modernity is what sets us apart.
menews247.com: Sustainability is a significant concern in the automotive industry. How is Lotus addressing this aspect in its manufacturing processes?
Dan Balmer: Sustainability is indeed at the forefront of our operations. Our Wuhan, China factory has received awards for its sustainability practices. We utilise solar panels and cutting-edge technologies to minimise our environmental footprint.
Moreover, many components in our vehicles, including options for vegan interiors, are made from recyclable materials. For instance, we can recycle fashion textiles into our seat materials. It is not just about making cars but about doing so responsibly.
menews247.com: How do you envision the appeal of the new Eletre hyper-SUV and the Emeya hyper-GT in the Middle East market?
Dan Balmer: The launch of our all-electric Eletre hyper-SUV was a departure from what many expect from Lotus, but it has generated significant excitement. With the Emeya, we have enhanced the driving experience by lowering the centre of gravity and optimising battery performance.
Customers are drawn to the sleek design and luxurious feel of the Eletre, which also functions as an impressive limousine. Our vehicles deliver on performance and provide ample space, ensuring comfort without compromising style.
menews247.com: What are Lotus Cars’ growth plans for the Middle East?
Dan Balmer: We have exciting developments ahead. By the end of this year, we will be opening new showrooms in Riyadh, Doha, Kuwait, and additional locations around Cairo and New Delhi.
We anticipate the first deliveries of the Emeya to customers in late 2024 and early 2025. We are also rolling out a new customisation programme called ‘Chapman Bespoke,’ which allows customers to tailor their vehicles to their tastes. We have plans for the Emira, with updated engine options catering to our sports car enthusiasts.
menews247.com: It sounds like an exciting time for Lotus. Thank you for sharing your insights, Dan.
Dan Balmer: Thank you! We are thrilled about our future in the Middle East and look forward to delivering exceptional customer experiences.
Featured image: Dan Balmer, President and CEO of Lotus Cars Asia-Pacific and Middle East, at the Middle East launch of the all-new Emeya hyper-GT, held in Dubai. Credit: Arnold Pinto
Last Updated on 3 months by Arnold Pinto
