Lotus rebirth: British-born sports car brand is about to completely reinvent itself

The Stringer

Its remodelling comes with new-look showrooms that will debut in Bahrain in June

British-born sports carbrand Lotus is about to reinvent itself as a mainstream sports and luxury car manufacturer. It aims to take on giants such as Ferrari, Bentley and Porsche with a 10 to 20-fold production increase as a Dh10 billion ($2.7bn) investment from its joint owners, China’sZhejiang Geely Holding Group and Malaysia’s Etika Automotive, comes to fruition.

With the new investment, the former Formula One Constructors are set to become a leading manufacturer of electric vehicles with luxury cars and SUVs being manufactured in China while its more traditional sports cars will continue to be made at its founding factory in Hethel, UK.

“This year is a pivotal one for Lotus, particularly with our sports cars, because we reach the end of one era and begin another,” says Matt Windle, the managing director ofLotus Cars.

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