Lotus Cars Korea announced the successful conclusion of its pop-up store event held at ‘Starfield Suwon’ from March 21 to 27.
This pop-up event marked Lotus Cars Korea’s second exhibition at Starfield, following last year’s SSG DAY at Starfield Hanam. It drew significant attention from visitors and served as an opportunity to introduce the globally evolving performance car brand Lotus to customers in the southern Gyeonggi Province.
The Starfield Suwon, which opened at the end of January, is a large-scale complex shopping mall with a total area of 331,000 square meters, featuring abundant F&B spaces, a cinema, and a diverse range of experience facilities, including the Byeollmadang Library. Notably, it has become a new ‘hot place’ for the MZ generation, drawing considerable attention with its various pop-up spaces.
During this event, Lotus Cars Korea showcased two new models: the all-electric hyper SUV Eletre and the Emira, regarded as the brand’s last internal combustion engine sports car. Additionally, they held an official SNS follow event, offering various prizes to visitors. Over 10,000 attendees took part in the SNS event, demonstrating immense interest, and a significant number of visitors engaged in viewing and purchasing the cars, marking the pop-up event a success.
The Eletre S in Kaiim Grey, positioned on one side of the stage, features an impressive performance of 612 horsepower and a grand physique measuring 5.1 meters in length, affirming its strong presence in the premium luxury SUV market. The large alloy wheels that fill the wheelhouses and the carbon fiber variable rear spoiler showcased elements of the brand’s ‘sports car DNA’, capturing the attention of attendees. Inside, high-quality leather, Alcantara, intricate metal accents, and an innovative display configuration received positive acclaim. The official selling price of the Eletre in Korea is expected to be revealed next month, reaffirming its potential for successful market entry through this pop-up event.
Moreover, the Emira, which was a head-turner at the event with its Hedel Yellow color, is a next-generation model that continues the lineage of Lotus’s original ‘2-door lightweight mid-engine sports cars’ such as the Elise, Exige, and Evora. The Emira V6 First Edition, equipped with a 3.5L V6 supercharged gasoline engine and automatic transmission, was presented during the exhibition. Visitors at Starfield Suwon were captivated by the Emira’s stunning design, enthusiastically capturing its beauty on camera. The Emira V6 First Edition has already sold out its allocation for this year in South Korea, showcasing the growing interest in Lotus in the Korean market.
A representative from Lotus Cars Korea stated, “It was a meaningful time to showcase Lotus’s two new models at Starfield Suwon, which has emerged as a new hot place in the southern Gyeonggi region,” and added, “The enthusiastic response on-site has provided an opportunity for the high-performance automobile brand ‘Lotus’, with its 76-year history, to be more widely recognized by domestic customers.”
Meanwhile, Kolon Mobility Group, which established Lotus Cars Korea after signing an official partnership contract with Lotus in May last year, is the only official importer of Lotus in Korea and is conducting exclusive distribution. Additionally, leveraging Kolon Mobility Group’s long history and expertise in premium automotive distribution, it is leading the restructuring and expansion of its business model, launching a new brand ‘702’ that encompasses overall mobility services.
Written by: Sang-jin Lee daedusj@autodiary.kr