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There used to be a time when any car company hoping to succeed in business would open up shop in North America. While North America remains one of the key markets for car companies, the new focus is on emerging markets, with China as the number one choice.
Group Lotus is the latest to enter the Chinese market, with a showroom in the trendy Chaoyang district of Beijing. While this is the first official dealership for Lotus in China, a further 10 showrooms are expected to open in this country in 2012.
At the launch, many Group Lotus execs such as Clive Chapman (son of the late Colin Chapman, founder of the company) and Dany Bahar (Group Lotus CEO) were present, along with President and CEO of Lotus China, Li-Chen Zhang.
On this occasion, Zhang said: “This is the first showroom that the Lotus brand has set-up in China since entering the Chinese market on June 15 and it’s a very proud day for all of us who believe very strongly in the brand. We truly believe the Chinese market will completely embrace the Lotus philosophy of performance through lightweight and innovation through clever design. We sold around 300 units before we even opened the showroom so the initial interest and orders put forward indicate that our faith in the brand is well placed.”
At launch, Lotus will be selling six models in China, namely the Elise R, Elise SC, Evora, Evora IPS, Exige S240 and Exige S260. The Evora GTE road car and T125 race car will follow soon after.