Lotus aims to raise business profile

Lee Hyuk, Lotus Korea general manager, stands between its popular sports car models the Elise CR, left, and Exige S. / Courtesy of Lotus Korea

By Park Jin-hai

• Published May 31, 2015 6:14 PM KST
• Updated May 31, 2015 6:14 PM KST

By Park Jin-hai

Lotus, less known to Korean customers, is eyeing a bigger market share in the local market by expanding its customer base and policies.

“In Korea, Lotus largely remains as a car for a small number of racing fans. But, this will change as we are confident we can raise our market share given the ongoing popularity of motor sports," Lee Hyuk, general manager at Lotus Korea, said in an interview with The Korea Times.

Lee said the local imported car market is heading toward maturity. "Therefore, demand for cars with some differences in surface design and specifications is on the rise. We think we have more chances today than any other time in Korea," the manager said at the K Hotel, in Yangjae, southern Seoul, last week.

Lotus Korea plans to expand its customer base and network channels as part of strengthened customer policies. Lee said the company also plans to build its own service center.

"Korea started importing Lotus vehicles from 2008. But, customer recognition of the car is still very low in comparison to other countries," said Lee.

In Korea, there are three models available ― the Elise, an entry model mid-engine roadster; the Exige, a coupe version of the Elise; and the Evora, a larger four-seat sports car.

Lotus sold a total of 150 cars since it started its Korean business, while some 300 cars are sold each year in Japan.

'Handmade principle'

The carmaker, headquartered in Hethel, England, started out as a backyard builder where a small number of engineers handmade light-weight racing cars with exquisite handling. Its entry model ― Elise ― weighs only 850 kilograms.

Lee said although he is keen to boost sales, the carmaker will stick to the "handmade principle" as this has long been respected. The company only produced 1,565 vehicles, globally, last year.

“Lotus cars are like hidden gems. Only after a private order is made, is a special Lotus built with the skilled workmanship of engineers. Since every process is hand-made, customers can have their names or initials embroidered or painted on car parts or order different stitching on the finishing. It is your car that is not like any other," Lee said.

The executive stressed that looking at a Lotus-manufactured car and driving it will make its customers feel a whole new experience.

“When you are in the car, you and the car become unified. You have your car under complete control and it gives a feeling that you are running on a track on your feet,” he said.

“Until then I only knew that sports cars are all bulky with large engines like Mustang. Lotus showed it shouldn’t have to be to enjoy driving,” he added.

The company also began offering a delivery tour last year, where customers can see the process of their cars being made at the Hethel plant, receive their new Lotus directly from the factory and get driving lessons on a track.

“This year will be a critical year for us, because we will present Lotus as a car for drivers of all ages and stripes. By mounting auto transmission, replacing the manual one, the car can turn into a racing machine on track but also can serve as a daily car for everyday use.”

In Hollywood, the Lotus brand seems reputable as its cars have appeared in two James Bond films ― "The Spy Who Loved Me," where the Lotus Esprit out-raced a motorbike and helicopter before taking to the sea as the iconic submersible Esprit, and "For Your Eyes Only."

It was also cast in "Pretty Woman" and took part in an adrenaline fuelled chase scene in “Basic Instinct” as well.