Lotus is launching a new personalization division with the new Chapman Bespoke. Named after Lotus’ founders Colin and Hazel Chapman, the new division will offer three main services – tailor-made, collection, and one-off. It will be initially available for Chinese customers, followed by other markets.
The British carmaker is no stranger to special and limited editions but now, it takes personalization a step further, in line with the desires of its expanding customer base.
The tailor-made service will offer a wider selection of colors and finishes for the exterior and interior of Lotus products, allowing the customer to add “exclusive personal touches”. With the collection, Lotus offers a choice among limited-edition designs, created in partnership with artists and luxury brands.
Finally, the one-off service includes the “complete one-off personalization of an entire vehicle”, in collaboration with Lotus designers. The latter will be the most expensive option as it offers the biggest freedom in design, resulting in a truly bespoke product.
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The company published a short video and a couple of teaser shots for the initiation of the new service. These show a special edition of the Lotus Eletre called “Black Gold”. The fully electric high-performance SUV features unique gold accents contrasting the black paint which appears to have gold flaking. We can also see the new Lotus Chapman Bespoke emblem on the front doors, which will likely be a common feature among similar builds.
Qingfeng Feng, the CEO of Lotus Group said: “The story of Lotus is the story of a bespoke carmaker. The first cars were hand-drawn and hand-built at home by Colin Chapman, and that spirit lives on in us today.” In the same context, Ben Payne, Vice President of Design at Lotus Group, added: “Many of our customers are looking for a bespoke experience – be that color, texture, fabric, detail – and we are excited to see their individuality stamped on our cars around the world.”
The Lotus Chapman Bespoke will launch in China on April 25, 2024. The rollout to other markets will follow over the coming months. The new division of the Hethel-based automaker sounds very similar to the Ferrari Tailor Made, the Lamborghini Ad Personam, and the Maserati Fuoriserie extensive personalization services by rival brands.
