Lotus makes its debut in Gangnam, Seoul. Lotus Cars Korea announced the opening of its flagship showroom on November 16th (Thursday) on Dosan-daero in Gangnam, officially beginning communication with customers in the Korean market.
The Lotus flagship showroom is designed to reflect the brand’s latest corporate identity (CI), making it the first in Asia to do so. Following the concept introduced in London and Paris, this is the third venue globally to feature the flagship design, prominently displaying a giant logo on the exterior, signaling the brand’s presence in the heart of Gangnam’s luxury car district.
Inside the flagship showroom, visitors can experience both the present and future of Lotus. The showroom comprises three floors, with a total area of 716.91 m2. The Emira, as Lotus’s final internal combustion sports car, embodies 75 years of the brand’s history and the essence of pure sports cars. The all-electric hyper SUV, the Eletre, offers a glimpse into Lotus’s latest technologies and sustainability efforts. The Emira and Eletre are scheduled for domestic delivery in the first and second halves of 2024, respectively.
With the opening of this flagship showroom, Lotus Cars Korea aims to secure the brand’s revitalization in the South Korean automotive market and firmly establish its position in the luxury performance car segment. Customers can explore new lifestyle products, and the bespoke zone on the second floor will showcase Lotus’s transformative changes for the new era.
Since the establishment of Lotus Cars Korea in May 2023, following a formal partnership agreement, the company has achieved a series of successful milestones. From June to October, they conducted a pop-up exhibition for the Emira at the event hall on the first floor of the Lotte World Tower in Jamsil, Seoul, and in September, a preview event for the Eletre was held in Seongsu-dong, launching the pre-orders. A representative from Lotus Cars Korea reported that pre-orders for the Emira and Eletre attracted over 470 customers, with a goal of exceeding 600 by the end of the year.
Mike Johnston, Lotus’s Vice President and Business Unit Leader, expressed, “We are honored to open a flagship showroom that will introduce the Lotus brand in the highly coveted premium sports car market in Korea. Moving forward, we plan to actively communicate with Korean consumers through new model introductions centered around our flagship showroom.”
Meanwhile, the Kolon Mobility Group, leveraging its extensive history and expertise in premium automotive distribution, is leading the restructuring and expansion of its business into a comprehensive mobility service, launching a new brand ‘702’ covering all aspects of mobility services. Having established Lotus Cars Korea in partnership with Lotus in May this year, Kolon Mobility Group operates as the exclusive official importer of Lotus in Korea.
Lee Sang-jin daedusj@autodiary.kr