Lotus Cars Global Repositioning and Brand Project

PRESS RELEASE, November, 2018

Lotus Cars Awards Global Repositioning and Brand Project to Lynxeye. Expanding appeal and paving the way for range expansion is key part of assignment.


Iconic British Sports car brand Lotus Cars has appointed Lynxeye as strategic advisers as it plans to implement its strategic vision for the business. Lynxeye will work with Lotus on its global positioning while focusing on China as a key growth market for its future range of cars.

Mr. Feng Qingfeng, CEO of Lotus Cars said, “Lotus is an iconic brand that has become part of the lexicon of racing and performance sports cars throughout our history. Now is the time to build on that legacy and expand the appeal of the Lotus brand. Lynxeye understood this from our first meeting and were unique in understanding the relationship between brand, product and our business potential around the world.”

Peter Horbury, Head of design for Geely, Lotus’ parent company, commented, “Geely is fully committed to restoring Lotus into being a leading global luxury brand and we believe Lynxeye are the best partners to help us achieve that goal. Lynxeye have already worked with Geely to reposition Volvo which has led to amazing commercial results. I also worked extensively with Lynxeye creating Lynk & Co, China’s first international car brand which will launch commercially in 2019. The Lotus brand could not be in better hands than Lynxeye’s.”

Christian Ihre, co-founder of Lynxeye added, “To work with the brand created by Collin Chapman who was to car construction what Picasso is to art, is a great honor. Our global perspective and our Swedish approach to collaboration gives us a unique perspective to deliver seamless solutions across Europe, Asia and the Americas that will ensure Lotus is a brand that will resonate in all of these markets.”

Lucien Harrington, Managing Director of Lynxeye Asia Pacific said, “The Lotus brand has a unique and unrivalled place in performance car folklore. They are a brand that I, like so many others, grew up admiring so this is the kind of project that comes along only a few times in a lifetime. We look forward to partnering with Lotus to make this a reality.”

The project will kick off in October and will be handled from Lotus’s head office in Hethel, United Kingdom.

For more information, queries or interview requests with Lucien Harrington, please contact:

Shirleen Low
Lynxeye Asia
+65 3161 0066