Lotus Automobile Korea officially reveals the domestic pricing for the Eletre, launching an aggressive market entry. The newly announced price is expected to create a significant disruption in the domestic luxury SUV and fully electric vehicle markets, considering the car’s size, performance, and features.
Prior to pricing, Lotus Automobile Korea held extensive discussions with its headquarters in the UK. The base price of the Eletre S is set at 179 million won, and the high-performance version, the Eletre R, is priced at 209 million won, matching the prices in the UK market. This pricing strategy offers distinctly attractive options for domestic customers compared to other countries in the Asia-Pacific region; for example, the domestic prices are several tens of millions cheaper than in Australia, a major market in the region.
The Eletre positions itself as a high-performance luxury SUV equipped with a powerful electrification powertrain. It was unveiled to the public for the first time in September last year at an event in Seongsu-dong, Seoul, generating significant consumer interest. With Lotus’s unique sports car DNA honed from motorsport like F1 and a safety system designed to facilitate level 4 autonomous driving with cutting-edge equipment like LiDAR, the Eletre emerges as a compelling choice in the high-performance luxury SUV market, boasting ample interior and cargo space.
The Eletre, aptly labeled a ‘hyper SUV,’ can easily be called one of the most powerful SUVs of its time. The luxury-oriented Eletre S model highlights dual motor specifications, boasting a maximum output of 612 horsepower and maximum torque of 72.4 kg·m. It accelerates from 0 to 100 km/h in just 4.5 seconds, with a driving range of 600 km based on WLTP standards, making long-distance travel effortless.
The Eletre R, showcasing the strongest performance in the lineup, also features a dual motor system, delivering an incredible 918 horsepower and maximum torque of 100.4 kg·m. It accelerates from 0 to 100 km/h in just 2.95 seconds. The rear motor is equipped with a 2-speed automatic transmission, providing not only quick acceleration but also high-speed driving capabilities. All Eletre models come standard with air suspension for premium ride comfort, combined with all-wheel drive for powerful performance.
Beyond a powerful powertrain, the Eletre is equipped with intriguing technologies. It is designed to implement level 4 autonomous driving, capable of core driving control, environmental monitoring, and emergency response, all facilitated by an array of advanced sensors. Four LiDAR units, six radars, and seven HD cameras are strategically placed throughout the vehicle. In a groundbreaking feature, the LiDAR units seamlessly hide in the roof and front fenders until activated, offering an innovative solution.
Lotus’s expertise in aerodynamics, honed over 76 years, is embedded in the Eletre. Given the importance of aerodynamics for electric vehicles, the Eletre features numerous channels for smooth airflow and exceptional performance and range relative to its large structure. Airflow holes are strategically placed on the front wheel arches, behind the rear tires, and even at the top of the D-pillar, allowing this 5.1-meter-long SUV to achieve a remarkable drag coefficient of 0.26 cd, akin to that of a sports car.
This exterior presentation is merely a preview of what lies inside. The interior embodies Lotus’s vision for future mobility. At the center of the dashboard is a striking 15.1-inch HD OLED display offering sharp visuals. Slim displays installed in the instrument cluster and passenger side dashboard deliver vital driving information vividly. Lotus’s proprietary infotainment system, the Hyper OS, provides a seamless digital experience that meets the high expectations of Eletre passengers.
The attention to detail, characteristic of luxury brands, is evident throughout. The soft-touch, premium leather materials and intricately crafted metal accents stand out. Additionally, the front seats provide exceptional comfort while the steering wheel boasts a substantial grip, showcasing the brand’s roots in motorsport. For those opting for the ‘Full Semi-Aniline Leather Pack,’ the seats and armrests offer the luxurious feel of high-quality sofa leather that you’ll experience in every contact point.
The Eletre S comes standard with a 23-speaker British KEF reference surround system, producing 2,160 watts of sound—transforming even mundane radio news into thrilling updates. Considering that the output of a typical home soundbar is around 100 watts, this system allows you to experience the atmosphere of a grand concert anytime in your own space. Notably, the inclusion of Dolby Atmos technology, typically found in cinemas, is an added bonus for enjoying high-quality sound within the vehicle.
The Eletre also excels as a family travel companion. With a competitive 5.1-meter length and a wheelbase exceeding 3 meters, it provides a spacious second-row living area felt immediately upon sitting down. Moreover, an 8-inch touchscreen is standard for rear seat passengers, enhancing convenience. The trunk space is ample, offering a base capacity of 688L in the five-seater version, and a ‘frunk’ with a 46L capacity located under the hood. This means that numerous oversized camping equipment, as well as up to four golf bags, can be comfortably stored without folding.
The Eletre S and Eletre R, priced at 179 million won and 209 million won respectively, come with various packages that allow personalization options for creating your unique Eletre. Lotus Automobile Korea has prepared packages, including the ‘Lotus Dynamic Handling Pack’ to reduce body roll and enhance maneuverability, the ‘Comfort Seat Pack’ for increased comfort for a family of five, an ‘Executive Pack’ suitable for VIP outings, and ‘Extended Carbon Pack’ and ‘Interior Carbon Pack’ to add a sporty touch both inside and outside the vehicle, readying itself to please a wide range of customers.
Located on Dosan-daero, the flagship Lotus showroom is the ideal venue for selecting various personalization options applicable to the Eletre. Visitors can experience the actual feel of the displayed vehicles, along with color chips to touch and see options for body colors and samples of leather and belts available for individual selection.
Furthermore, the second-floor Bespoke Zone provides a space for individuals to virtually create their desired Lotus models, adding options and confirming them instantaneously. Equipped with a touch screen for personal adjustments and a large TV for a close examination of the vehicles, it offers a realistic preview of each customer’s personalized ride. In addition, the final internal combustion sports car from Lotus, the Emira, on display upstairs, along with the monthly exhibited Historica in the basement, also attract great interest from automotive enthusiasts as well as customers.
A full-shop style after-service network has also been established, ensuring seamless post-purchase support. The official Lotus service center, set to welcome customers in the first half of the year, will offer everything from routine maintenance to accident repairs, panel beating and painting jobs, as well as facilities for electric vehicle repairs to provide a one-stop service. Additionally, in keeping with the expectations of luxury automotive customers, a self-loader service directly offered, as well as mobility services for immediate support for regular maintenance anywhere in the country, will reflect a high-end automotive brand service ethos.
Meanwhile, Kolon Mobility Group, which formed an official partnership with Lotus in May last year to establish Lotus Automobile Korea, operates as the sole authorized importer of Lotus in the country. With a long history and expertise in premium automotive distribution, Kolon Mobility Group leads the mobility business through a restructured and expanded operational framework and has launched a new brand, ‘702,’ encompassing a range of mobility services.
Lee Sang-jin daedusj@autodiary.kr