New Lotus Advanced Performance bespoke design and experiential division announced


February 9, 2022 By Mike
Last updated on February 9, 2022
  • New ‘special operations’ team from Lotus, delivering halo projects, limited editions and unique content for customers
  • Enticing new image hints at an exciting future project
  • Experiential elements include Lotus Driving Academy and tours of the revitalised advanced production facility in Hethel, Norfolk
  • Simon Lane joins Lotus as Director, Lotus Advanced Performance, to lead the team

Introducing Lotus Advanced Performance, a new division of the business dedicated to delivering thrilling bespoke vehicles and world-class customer experiences.

It is another significant development in the ongoing transformation of Lotus from a UK sports car company to a global performance car business and brand. An enticing new image of a rear wing from Lotus Design hints at an exciting future project.

The portfolio of services that Lotus Advanced Performance will offer includes: 

  • Halo projects – ultra-exclusive and unique vehicles that expand the Lotus product portfolio in exciting new directions
  • Limited editions – exclusive high-spec and highly desirable versions of Lotus cars, allowing customers to stand out from the crowd
  • Bespoke – personalise your Lotus car with exclusive colours, trims and materials
  • Experiential – from tours of the new £100m Hethel sports car and hypercar production lines to ‘money can’t buy’ opportunities all around the world, activities to enable customers, fans and partners to experience the Lotus brand
  • Lotus Driving Academy – expert tuition at the wheel of a Lotus at locations around the world, including the iconic Hethel test track in Norfolk
  • Motorsport – starting with the Emira GT4 race car, Lotus Advanced Performance will support and deliver lightweight competition cars to customers around the world
  • Options – exclusive extras for your Lotus
  • Accessories – a broad range of Lotus Advanced Performance products and brand merchandise ‘For The Drivers’

All programmes are being led by Simon Lane, Director, Lotus Advanced Performance, who has joined from the bespoke ‘Q by Aston Martin’ business.

Simon commented: “I have always been a Lotus fan, and this has to be one of the most exciting roles in the automotive industry right now – a blank sheet of paper and the opportunity to launch a completely new division at the world’s most ambitious car brand. The LAP team and I have some fantastic and truly innovative ideas with very broad appeal, for Lotus fans young and old to those in search of unique experiences and collectible opportunities.”

He added: “Working in tandem with the hugely experienced Lotus Design team, and colleagues in our engineering teams around the world, we are going to build the most exciting and exclusive Lotus cars, embracing our exciting electrified future while also honouring our illustrious past.”

Matt Windle, Managing Director, Lotus Cars, commented: “With high-profile success in leading the delivery of bespoke vehicles and world-class customer experiences, Simon Lane is the perfect person to lead Lotus Advanced Performance. This new division is an exciting addition to our business and another key element of our Vision80 transformation.”

He added: “With the Emira and Evija starting production in the coming months, Lotus Advanced Performance is another significant opportunity to enhance our brand and communicate direct with customers.”