Ateco appointed to distribute Lotus

UK sportscar marque Lotus has joined the Ateco stable in Australia, making three prestige car brands handled by the independent distributor here and in New Zealand.

The rumour concerning the change of distribution was first reported by motoring.com.au from the Paris motor show last year. It's something of a shock nonetheless, since distribution of Lotus in Australia during the past five years has been overseen by the local management of Proton, the parent company of Lotus. Ateco's announcement as the new appointee reflects a more determined push from the top of Lotus, to sell more cars worldwide.

“I would like to welcome Ateco Automotive to the Lotus brand,” the Director of Global Sales and Marketing for Lotus, Guillaume Chabin, was quoted as saying in Ateco's press release.

“The company is a highly regarded and experienced importer in Australia and New Zealand, has a very strong infrastructure and the ability to join us in taking our brand forward in this important market as our product line-up evolves. We have been present in Australia for many years and are recognised by many for both our high tech, high performing Lotus cars and our fantastic motorsport heritage.

“Ateco Automotive joins us at an exciting time with the new Era of Lotus, heralding in a new range of sports cars in the future to complement the current Lotus range and an all encompassing motorsports programme which will return to the Lotus brand to the elevated level that it has enjoyed in the past.”

Ateco will retain the services of the existing dealer network for the franchise, comprising outlets in Sydney, Melbourne, Brisbane, Perth and Adelaide. The company plans to implement a new strategy to raise awareness of the brand in Australia and New Zealand. Some elements of the strategy will become apparent within a matter of weeks, according to the press release.

“We are delighted to have the opportunity to import Lotus cars into Australia and New Zealand, ” said Glen Sealey (pictured), General Manager for Lotus in Australia and New Zealand.

“Given our success and experience gained over the years in the retailing and marketing of premium and luxury niche sports car brands, we are well placed to give Lotus the best opportunity to succeed in such discerning markets. The timing could not be better as we will be able to prepare the market place and the dealer group for the arrival of the new range as well as developing the sales and customer support for the existing range.

“The new Lotus range, topped by the phenomenal high performance supercharged Evora S, are stunning cars and perfectly suited to the Australian and New Zealand markets, where performance, efficiency and stunning looks are so important.”

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