Lotus has meaningfully concluded the last chapter of its 75th anniversary.

Recently, Lotus Cars received the distinguished ‘Brand of the Year’ award from CarWow, the UK’s largest automotive media outlet. CarWow is a comprehensive automotive information platform that boasts 8.81 million subscribers and offers services for new and used car sales.

Lotus has opened new brand experience centers in London, Paris, Munich, and Oslo, and has entered new global markets, including India and South Korea. Furthermore, the company is consistently investing in new markets as part of its Vision 80 strategy to transition to an electric vehicle brand by 2028.

Lotus provided a new standard for electric vehicles and driving enjoyment through its launch of the Emira, the first pure electric four-door hyper GT unveiled in New York last September. The company also announced a 450kW ultra-fast charging support solution to meet the needs of more electric vehicle drivers.

CarWow praised the latest Lotus lineup for its ‘originality.’ Featured models include the fully electric Hyper SUV, the Eletre, producing a peak output of 918 horsepower, and the most powerful fully electric Hyper GT, the Emira. The test drive video of the Eletre uploaded on the CarWow YouTube channel surpassed 1.5 million views, capturing significant interest from the audience, and the Emira, which continues the legacy of lightweight mid-engine sports cars, received top marks from the judging panel.

Matt Watson, Chief Content Officer of CarWow, stated, “Lotus has made a triumphant return, giving us much more to see. The Emira, now back at its best, offers a lightweight build and quick responsiveness, providing an enjoyable driving experience.” He also added, “The very impressive fully electric Hyper SUV Eletre shows that a UK brand is not afraid of the future, while the Hyper GT provided by Emira gives ample reason to believe that Lotus’s future is bright.”

Conor Hone, Commercial Director for Lotus in the UK and Ireland, said, “Being named ‘Brand of the Year’ by CarWow is a fantastic finale to our 75th anniversary, and this award is just the beginning. We hope to see many more fresh looks from Lotus starting in 2024.”

With a globally successful brand relaunch, there is growing interest in Lotus’s growth in the Korean market. Officially entering the domestic market in May 2023, Lotus Cars Korea has focused on attracting public interest through various events, including the Lotte World Tower Emira pop-up, the Eletre preview event in the Peaches Do-won, and the SSG Day exhibition in Starfield Hanam.

Furthermore, Lotus Cars Korea welcomed customers when it opened Asia’s first Lotus flagship showroom featuring the new CI in November. Currently, it has a space where customers can explore not only the Emira and Eletre models but also limited production vehicles that provide a glimpse into Lotus’s heritage, present, and future. Officials from Lotus Cars Korea mentioned that pre-orders for the Emira and Eletre resulted in an enthusiastic interest, attracting over 500 customers this year alone.

Meanwhile, Kolon Mobility Group, which established Lotus Cars Korea through an official partnership agreement in May, acts as the only official importer of Lotus in South Korea, conducting exclusive distribution. Additionally, leveraging its long history and expertise in premium automotive distribution, the Kolon Mobility Group is leading comprehensive mobility operations through restructuring and expansion, launching a new brand called ‘702’ that encompasses overall mobility services.

Lee Sang-jin daedusj@autodiary.kr