From England to the world. Lotus aims to become a global brand and the new range of models that also made a stop in Milan for the Italian premiere testify to all the ambitions of the British brand. The first electric super sports car, the first battery-powered hyper SUV and the last endothermic V6, Evija, Eletre and Emira represent a triptych of innovations that will allow the brand to aim at the target of over 100,000 units produced per year, more than ever in the entire history of the car manufacturer founded by Colin Chapman. To tell us about the objectives and the new Lotus cars, Giuseppe MeleDirector Brand & PR of Lotus Cars Europe, protagonist of the exclusive interview released on the occasion of the Italian debut of the range.
Lotus debuts in Milan with a totally renewed range, what effect does it have?
“I start from a little personal story. I’m happy, I’m in my house. I have been working abroad for several years but being in Milan now, with the Lotus brand and with such cars, including Eletre which is a product that looks to the future, is a source of great pride for me. The cross between this electric SUV, Emira and Evija is in my opinion the best possible representation that our brand wants to be in the future. “
In this sense, Eletre represents a true model of rupture.
“Let’s say that Evija has started a series of studies on design and aerodynamics, unveiled for the first time in 2019 as a concept car. Today it is a reality, it is being sold. It has its own dedicated production line in England. Her style is distinctive and unique, partly visible also in the Emir where some stylistic features can be recognized. The same goes for the Eletre, which we called a hyper SUV because it boasts sports car performance that’s in our DNA. It is a sport car placed inside a family car, a luxury car with an important concentration of technology and sustainability that gives us the possibility to maintain these two worlds, sport and lifestyle. “
However, it is a real Lotus thanks to the specific work carried out, starting from the platform.
“The platform is for the exclusive use of Lotus, there are no other cars from the Geely group that use this architecture. The position of the batteries so low has allowed to transfer a driving dynamics essential to convey that feeling of a real Lotus. Obviously, albeit with large proportions. we have completely changed the design, moving the cockpit forward because there is no engine footprint. Sustainability is at the heart of our thoughts for today and for the future. By choice we do not present this car with leather interior, which would be a great classic for high-end cars. All materials are recycled, a very low presence of plastic. Carbon fiber, for example, is obtained from the recycling of production waste of this material. “
Aim to become a global brand, what can we expect between now and 2028? Would Colin Chapman be really excited?
“We have to wait a lot, there is a lot to do. On the brand, because it starts from England as a niche brand, well known there but less so in the rest of Europe where there will be so much to do. Production and delivery times are another important issue: if we manage to shorten them, this will give us a great competitive advantage. We will have a new product per year and it will allow us to reach the desired volumes, reaching 2028 with the awareness of being able to look back and take stock of what has been done, both as a brand and as sales volumes. Going from a thousand cars a year to 100,000 will mean having produced more cars than Lotus has ever made in its entire history to date. So the ambition is huge but with these premises we think we can make it. Colin’s son (Clive, ed.) Works in the company and has repeated several times that his father would be happy with what we are doing with his brand. “
The debut of the first SUV comes at a particular moment, what do you expect from Eletre?
“We have not previously looked too much at competitors. Everyone has the characteristics of him and we have a particular and unique story. What we can expect from Eletre is to offer, unlike the others, a unique design because it is practically not comparable to almost any other SUV on the market, especially for the concept of ‘porosity’ which guarantees peculiar solutions. Then there is the cutting-edge driving experience, ready for the challenges of the future that will allow you to switch to level 4 autonomous driving where and when it will be possible. “
#Lotus #Eletre #ready #European #climb #FormulaPassion.it