Lotus rolls out new dealer network

Lotus Cars has set a new course in Australia, with additional dealerships and more variants on the horizon for the proud British performance brand.

The importation and distribution of Lotus vehicles in Australia moved from Ateco Automotive to Simply Sports Cars (SSC) earlier this year, and already the new start-up has devised big plans for the marque.

Simply Sports Cars chief operating officer Richard Gibbs told motoring.com.au the group wanted to take Lotus back to its roots, focusing on better customer interaction and a strong emphasis on motorsport participation in Australia.

“Much of our time and energy has been focused on a review of the existing dealer network and planning forward orders for inventory,” he said.

“We’ve had numerous discussions with existing dealers and heard their views on the brand, what has worked and what hasn’t worked in the past. We’ve also taken the time to explain our plans to re-invigorate the brand moving forward and assess the fit between our plans and those of the existing dealer network.”

As such, SSC will continue with its dealerships in Sydney (run through SSC) and Melbourne (through Zagame), and is seeking out new dealers in Queensland, Western Australia, South Australia and New Zealand. In the interim, it will maintain servicing and customer care through existing dealerships in those locations.

Gibbs also promised a larger ‘lifestyle’ focus as part of the re-structure, including customer drive days, track days and official Lotus support on CAMS-sanctioned events such as Targa rallies.

As we've reported TV celebrity and part-time racer Grant Denyer has been appointed brand ambassador for Lotus in Australia, and will represent the brand in the 2017 Targa Tasmania.

The rollout will be underpinned by new variants of Lotus’ current Elise, Exige and Evora derivatives. First cab off the rank in the way of new models will be the Evora Sports 410 and Elise Cup 250, which are due in Australia sometime in September.

The importer has also reported keen take-up of its new Evora 400, along with an extensive performance accessory catalogue.

“As we take on more dealers we will increase the order rates to ensure a good supply of models, colour and trim variants exist in the network,” Gibbs said.

“Of course customers are welcome to order a car that is built to their individual specification, the lead-time on which ranges between 12 and 18 weeks depending on what manufacturing slots are available at the time of placing the order with the factory.”