Why Lotus has relaunched in South Korea?

@Lotus Cars South Korea

Lotus Returns to South Korea: A Resurgence of Luxury and Performance.

Lotus Cars, the renowned British sports car manufacturer, has made a triumphant return to the South Korean market, marking a significant milestone for the brand’s global expansion. The company has forged a strategic partnership with Kolon Mobility Group (KMG), a highly respected luxury and premium automotive retailer, solidifying its position in this thriving market.

The collaboration was celebrated with an official ceremony in Seoul, attended by key executives from both Lotus and KMG. As part of the agreement, KMG has been appointed as the exclusive importer and distributor of Lotus vehicles in South Korea.

One of the first visible outcomes of this partnership is the creation of a magnificent Lotus Brand Centre in the heart of Seoul. Scheduled to begin construction soon and set to open in Q4 of 2023, this state-of-the-art facility will be situated in Gangnam, the renowned high-fashion district. With three lower floors dedicated to showcasing Lotus’ expanding range of performance cars, the brand centre will provide a premium and immersive experience for customers.

KMG is launching its business with two exhilarating Lotus models – the Emira and Eletre. The Emira, representing the last of Lotus’ mainstream internal combustion engine (ICE) sports cars, redefines conventional performance car attributes. Combining exotic supercar aesthetics, everyday usability, enhanced comfort, and class-leading Lotus performance, the Emira sets a new benchmark in its segment.

On the other hand, the all-new Eletre is an awe-inspiring all-electric hyper-SUV that embraces the essence of Lotus’ 75 years of sports car design and engineering. The Eletre presents a progressive and striking evolution of the brand’s DNA, catering to the desires and aspirations of the next generation of Lotus customers.

In addition to the Brand Centre, an official Lotus Service Centre will be established in Ilsandong-gu, Goyang-si. This ‘one-stop shop’ service center, set to open in Q4 of 2023, will ensure that Lotus owners receive exceptional after-sales support and maintenance.

Like all @Lotus cars, Emira demands to be driven. Where would you take it?

Mike Johnstone, Group Vice-President and Chief Commercial Officer at Lotus, expressed his enthusiasm for the relaunch in South Korea, stating, “We’re delighted to be relaunching in South Korea, and doing so with such a renowned and respected partner as Kolon Mobility Group. With premium Lotus performance cars such as the Eletre, Emira, and others on the horizon, we are looking forward to engaging with a new audience and new customers in South Korea.”

This reintroduction of Lotus into the South Korean market follows a previous retail partnership. KMG, known for its representation of various luxury and premium automotive brands, further strengthens its portfolio by adding Lotus to its lineup.

Lee Kyu-ho, CEO of KMG, expressed his excitement about the new partnership, saying, “We are delighted to be the new partner for Lotus in South Korea. It is an iconic brand which is undergoing an amazing global transformation, and we are looking forward to welcoming customers and fans into our wonderful new Brand Centre. In collaborating with Lotus, we continue to dedicate every effort to present a wide range of mobility experiences to our customers.”

Lotus enthusiasts in South Korea can anticipate the arrival of the Emira in Q1 of 2024 and the Eletre in Q3 of 2024. However, the brand’s digital marketing campaign will commence immediately with the launch of the local market website, enabling customers to explore the offerings online. Furthermore, plans are in place to introduce an e-Commerce capability at a later stage.

South Korea holds immense significance for Lotus in the Asia-Pacific region, representing a key conquest market. Mike Johnstone commented on the potential of this market, stating, “Lotus has a long-established and loyal group of customers and fans in Asia-Pacific markets. We are relaunching the brand in South Korea with a new product line-up and strategy, and are confident it will become one of the largest markets in Asia for Lotus, outside of China, as the business continues its global expansion.”

Lotus has already established strong relationships with long-term partners in many other local markets. Efforts to expand into new markets, including Vietnam and Indonesia, are also underway and progressing rapidly.

@Lotus Eletre Interior