Lotus launches new online platform after switch to agency model

Lotus has launched Lotus Drive, a new e-commerce platform.

It allows customers to configure a car, choose a payment method, evaluate a parts exchange and place an order directly with Lotus.

The launch of Lotus Drive follows the restructuring of the UK showroom network from a retailer model to a retail agency model, announced by Lotus in January.

The conclusion of the sale is also direct with Lotus. When their Emira is built and ready to be delivered, the customer completes their transaction through Lotus Drive and decides whether they want to collect their car from a retail agent or have it delivered to their doorstep. Customers can even pick it up at the newly refurbished Hethel site in Norfolk – the home of Lotus since 1966 – as part of a unique Lotus factory experience.

A recent Capgemini survey found that 69% of customers said they planned to buy their next car online, 74% said they preferred prices to be the same online and offline, and 88% said they would rather buy direct from the manufacturer if it was a seamless online process. .

Geoff Dowding, Executive Director, Sales and Service, Lotus, said: “Lotus Drive gives us the ability to deliver a consistent and highly personal shopping experience to our customers. Additionally, it will allow us to understand the cars customers want and build them to order, as well as collect and use customer data to personalize offers.

Lotus Drive is currently only available to UK customers, selling UK homologated versions of the Emira V6 First Edition.