Lotus Revives Presence in South Korea and Unveils Promising Expansion Plans in Asia-Pacific Region

  • Official signing ceremony with new retail partner Kolon Mobility Group has taken place in Seoul
  • New Lotus Brand Centre will open in upmarket Gangnam district later this year
  • Eletre hyper-SUV and Emira sports car launched locally with first customer deliveries next year
  • Further Lotus expansion in Asia-Pacific markets confirmed

Lotus, the renowned luxury and premium automotive brand, has made a comeback in South Korea through an exciting new collaboration with esteemed retailer Kolon Mobility Group (KMG).

The official signing ceremony held in Seoul marked KMG as the exclusive importer and distributor of Lotus in South Korea. As a visible outcome of this partnership, a stunning Lotus Brand Centre is set to be constructed in Seoul’s prestigious Gangnam district, known for its high-fashion and luxury establishments. Scheduled to open in Q4 2023, the three-floor center will provide a premium and state-of-the-art setting to showcase Lotus’ expanding range of performance cars.

KMG will kickstart its business venture with two thrilling Lotus models: the Emira and Eletre. The Emira, an exceptional ICE sports car, challenges conventional performance car attributes by blending exotic supercar aesthetics, everyday usability, enhanced comfort, and class-leading Lotus performance and driving dynamics. On the other hand, the all-new all-electric Lotus Eletre represents a progressive and striking hyper-SUV, designed as a desirable lifestyle car for the next generation of Lotus customers, while incorporating the brand’s 75-year legacy of sports car design and engineering.

In addition to the Brand Centre, an official Lotus Service Centre will be established in Ilsandong-gu, Goyang-si, offering a comprehensive ‘one-stop shop’ experience for Lotus owners. Both locations aim to deliver a world-class customer experience from the moment visitors step inside.

Mike Johnstone, Group Vice-President and Chief Commercial Officer of Lotus, expressed delight about relaunching in South Korea with a respected partner like Kolon Mobility Group. He emphasized the anticipation of engaging with new customers and a fresh audience in South Korea, particularly with the introduction of premium Lotus performance cars like the Eletre and Emira.

Lotus had previously operated in the South Korean market with a different retail partner, but the collaboration with KMG brings greater opportunities. KMG, known for its representation of luxury and premium automotive brands, is thrilled to partner with Lotus and present a wide range of mobility experiences to their customers, according to Lee Kyu-ho, CEO of KMG.

The first Lotus cars are expected to arrive in Q1 2024 for Emira customers and in Q3 2024 for Eletre customers. However, brand and product digital marketing initiatives will commence immediately with the launch of the local market website. An e-commerce capability is also planned for a later date.

Lotus sees South Korea as a crucial market for its expansion in the Asia-Pacific region, alongside its already strong presence in China. With a loyal customer base in Asia-Pacific markets, Lotus is confident that South Korea will become one of its largest markets in the region. The brand is also actively developing partnerships and exploring opportunities in other markets, such as Vietnam and Indonesia, in preparation for the arrival of the Eletre and future models.

Dan Balmer, Regional Director for APAC, Middle East, and Africa at Lotus, expressed excitement about the strong interest received from various markets in the region since the launch of the Eletre. He assured that the launch plans for these markets are being finalized in collaboration with local partners and will be announced in due course.


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