Lotus is setting up a new department: ‘Advanced Performance’. With this division, the brand aims, among other things, to increase the personalization options for customers and to stimulate the development of special projects and limited models.
Lotus Advanced Performance is given various tasks. The department will soon be responsible for ‘halo projects’, unique ultra-exclusive cars that customers can have built to order, the limited versions of existing models and the personalization program. This makes Advanced Performance actually the counterpart of departments such as ‘Ad Personam’ at Lamborghini, ‘Tailor Made’ at Ferrari and ‘MSO’ at McLaren. Advanced Performance will also supply the racing versions, such as the Emira GT4. In addition, Advanced Performance provides factory tours and other events for customers and the Lotus Driving Academy will also be led by the new department. Advanced Performance continues with merchandise and accessories that bear the Lotus logo.
Photo 2 shows the presumably first Lotus Advanced Performance project. It looks like it’s going to be some sort of modern Can-Am racer, with a huge rear wing and wide rear tires. Lotus is not releasing any details yet, but given the nature of Advanced Performance, it is likely that it will become an expensive and exclusive track toy.
Simon Lane (photo 3), who previously worked at ‘Q by Aston Martin’ – also a personalization department – will lead Lotus Advanced Performance. Lotus can probably use Lane’s experience in this area. The personalization department will soon be able to get started with the Emira and the Evija, which will go into production “in the coming months”, according to Lotus CEO Matt Windle. Lotus is also planning a series of new EVs, including an SUV. They should all be on the market within the next five years.
– Thanks for information from Autoweek.nl