Lotus, the renowned luxury and premium automotive brand, has made a comeback in South Korea with an exciting new collaboration. The company has entered into a partnership with Kolon Mobility Group (KMG), a highly respected automotive retailer, to become the official importer and sole distributor of Lotus vehicles in South Korea.
To mark this significant occasion, a grand ceremony was held in Seoul, attended by the senior leadership teams of both Lotus and KMG. As part of the collaboration, a remarkable Lotus Brand Centre will be constructed in Seoul’s Gangnam district, known for its high-fashion establishments and upscale hotels. This state-of-the-art facility, scheduled to open in the fourth quarter of 2023, will showcase Lotus’ expanding range of performance cars across three lower floors.
KMG will kickstart its operations by offering two thrilling Lotus models: the Emira and Eletre. The Emira, which represents the pinnacle of Lotus’ internal combustion engine (ICE) sports cars, challenges conventional perceptions of performance vehicles. With its blend of supercar aesthetics, everyday practicality, enhanced comfort, and exceptional driving dynamics, the Emira sets new standards in its class.
Additionally, Lotus will introduce the all-new, all-electric Eletre, a progressive and striking hyper-SUV. Drawing inspiration from the brand’s 75 years of sports car design and engineering, the Eletre embodies Lotus’ core principles while catering to the preferences of the next generation of customers.
In conjunction with the Brand Centre, a comprehensive Lotus Service Centre will be established in Ilsandong-gu, Goyang-si, offering a one-stop solution for all Lotus owners. Both locations aim to provide an unparalleled customer experience, showcasing Lotus’ commitment to delivering excellence from the moment customers step inside.
Mike Johnstone, Group Vice-President and Chief Commercial Officer of Lotus, expressed his delight at relaunching the brand in South Korea with such a respected partner. With the upcoming release of premium Lotus models like the Eletre and Emira, Lotus is eager to engage with new customers and broaden its reach in the South Korean market.
Lotus has previously operated in South Korea through a different retail partner. However, the collaboration with KMG, a renowned retailer of luxury and premium automotive brands, including Lotus, will further strengthen the brand’s presence in the country.
The arrival of the first Lotus cars is scheduled for the first quarter of 2024 for Emira customers and the third quarter of 2024 for Eletre customers. In the meantime, digital marketing efforts for the brand and its products will commence immediately, with the launch of the local market website. Plans for an e-commerce capability are also underway, promising a seamless online purchasing experience for customers.
South Korea holds strategic importance for Lotus in the Asia-Pacific region. With an established and loyal customer base in the region, Lotus anticipates that South Korea will become one of its largest markets in Asia, second only to China, as the brand continues its global expansion.
Lotus already enjoys strong relationships with long-term partners in various local markets, and efforts are underway to establish similar collaborations in Vietnam and Indonesia. As the eagerly anticipated Eletre draws closer to its launch, Lotus is actively developing both existing and new partnerships to ensure a successful introduction of the vehicle and future models in these markets.
Photo: Lotus
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