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Lotus Terminates Dealer Network As Brand Moves Upmarket

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As part of its attempt to re-position the brand as a competitor to Ferrari and Aston Martin, Lotus is axing its entire European dealer network in an effort to revamp the level of customer service provided by its sales centers.

Lotus CEO Dany Bahar alerted dealers that their contracts would not be renewed on July 18, 2012 (giving them two years notice, as per their contracts), however dealers are eligible to apply for a new contract under undisclosed terms. Lotus is expected to unviel their new strategy at the Paris Auto Show in September, but rumors say that they will abandon the hardcore “simplify and add lightness” mantra that has driven the company since its inception in favor of more luxurious Grand Touring cars. With the 2011 Elise able to get just under 40 mpg and emit minuscule amounts of C02 while still hitting 60 mph in 6 seconds, we’re pretty confident that Lotus would benefit from staying the present course.

[Source: Autocar]