In the realm of higher end automobiles, the term bespoke is often seen as a logical extension of the brand; the ability to make an already exclusive vehicle into a one-of-a-kind, made to order machine.
The two firms previously partnered on the Evora GTE, resulting in the chrome red Swizz Beatz example and also the Lotus F1 edition, finished in raw carbon fiber (displayed at the 2012 Geneva Motor Show). The F1 Edition has proved highly sought after, so the logic goes, why not develop a bespoke program that can result in similar pent-up demand for future limited edition models?
According to Lotus, Mansory will become its “Official Customization Studio,” and will be working closely with Hethel’s designers and engineers “to produce modifications that scream individuality and quality.”
That said, with Mansory noted for producing customized Bentleys, Lamborghinis and Range Rovers that are high on the bling factor, the partnership between the two firms is likely to make some purists cringe. Needless to say, for Lotus, which is under increasing pressure to turn a profit and is looking for potential buyers, the idea that people are often willing to pay for bespoke machinery, regardless of taste, can only serve to make the storied sports car concern more attractive to potential suitors willing to invest in the sports car maker’s future.
It also represents a good way of pursuing alternative income strategies, especially as development of core models is currently suspended due to a lock down instigated by current Lotus parent DRB-Hicom.