Lotus Unveils First Flagship Showroom in Seoul!

Lotus, the British high-performance sports car brand, has opened its first flagship showroom on Dosan-daero in Gangnam. The event also featured the unveiling of the Emira sports car, which will begin deliveries next year, and the hyper SUV electric vehicle, the Eletre!

I captured some sketches from the event.

Lotus flagship showroom

225 Dosan-daero, Gangnam-gu, Seoul

Lotus has been a somewhat unfamiliar brand in Korea. Despite being a prestigious British sports car manufacturer with over 80 wins in motorsport events like Formula 1 and the 24 Hours of Le Mans over the past 70 years, it lacked an official dealer in the country.

In May, Lotus established a partnership with Kolon Mobility Group, officially entering the domestic luxury performance car market under the name "Lotus Cars Korea."

The new Lotus flagship showroom reflects the brand's latest corporate identity, making it the first in Asia after London and Paris.

On the day of the event, key figures such as Mike Johnston, Vice President and Head of Business Operations at Lotus, and Dan Balmer, Director for Asia and the Middle East, attended, highlighting the importance of the Korean market.

This indicates the significant growth and scale of the luxury car market in Korea. Looking back at the history of the Lotus brand, it boasts 75 years of pride in British engineering and design, yet it has faced challenges due to financial difficulties, having passed through General Motors and Bugatti Automobiles.

However, the Chinese Geely Holding Group, which owns Volvo, acquired Lotus and is now working to revive the brand's former glory. The Emira, which we unveil today, is the last internal combustion engine sports car from Lotus, alongside the hyper electric vehicle Eletre, which boasts an impressive 918 horsepower.

Interestingly, the Eletre comes equipped with the latest autonomous driving technology, the ADAS feature, which can be upgraded to full Level 4 autonomy through OTA updates in the future.

Let’s take a closer look at the Eletre. The first impression is reminiscent of the Lamborghini Urus, as they share a similar size.

This is also the first electric vehicle from Lotus, available in two trims: the Eletre S with 612 horsepower and the Eletre R with 918 horsepower. It features a 112 kWh lithium-ion battery, delivering top-tier performance and luxury among existing electric vehicles.

The black Eletre displayed in the flagship showroom exudes an impressive presence, almost making one question if it is truly an electric vehicle. This model completely breaks away from the lightweight and compact high-performance sports car image that Lotus has pursued until now.

Thanks to its ample battery capacity, the Eletre boasts a driving range of 600 km on a single charge according to WLTP standards. Even the S trim, with 612 horsepower, is expected to deliver an extraordinary performance that may be challenging to handle.

The advanced driver assistance system can be updated to Level 4 autonomy via OTA, which is also an attractive feature.

The interior also impresses, reminiscent of Lamborghini's designs, with minimal physical buttons. The side mirrors are covered by digital mirrors.

The large glass roof can switch between transparent and opaque with a button touch. The interior space is comparable to the Tesla Model Y and Model X, not quite a full-size SUV but closer to a mid-size.

The price varies by trim, but it is in the range of 140 million to 150 million KRW (approximately 106,000 to 113,000 USD). Since pre-orders began in September, over 350 contracts for the Eletre have already been secured.

Now, let’s take a look at the Emira. While the Eletre marks Lotus's first electric vehicle, the Emira represents the brand's last internal combustion engine model, making them opposites.

The design is stunning. Personally, I find it much more volumetric and aesthetically pleasing than the Porsche 718 Cayenne. The price is also surprisingly reasonable.

The price ranges from approximately 105,000 to 113,000 USD, depending on the trim. The model equipped with a Mercedes AMG 4-cylinder I4 engine can produce a maximum output of 364 horsepower. The displayed model features a V6 3.5-liter supercharged gasoline engine paired with a 6-speed manual transmission.

The maximum output is 405 horsepower, with a 0 to 60 mph time of 4.3 seconds and a top speed of 288 km/h (approximately 179 mph).

It’s rare to find a sports car with a manual transmission these days, so enthusiasts will surely be thrilled to see the manual version of the Emira.

Additionally, since it is the last internal combustion engine model produced by Lotus and features a mid-engine layout, it is likely to spark a desire for collectors.

The curb weight is only 1,485 kg (approximately 3,278 lbs). Just imagine the thrill of driving such a lightweight car with a powerful engine roaring behind you, combined with the tactile feedback of a manual transmission!

That concludes my review!