Lotus is entering a new era with the launch of five new models

Hooray for Hollywood – Lotus in LA

Lotus is entering a new era with the launch of five new models – the Esprit, Elan, Elite, Elise and Eterne. To celebrate the US debut, Lotus will host an exclusive launch event at a private residence in Los Angeles.

VIP attendees will be the first in the U.S. to preview the sensational models a week before the Los Angeles Auto Show. The event will bring the brand experience to life not only through the cars but also through unique elements such as the exclusive unveiling of seven oversized prints, created by famed award-winning photographer Gérard Rancinan, that chronicle Lotus’ metamorphosis.

Also, during the event, Lotus will present a surprise gift to the Baldwin Foundation. Lotus is proud to be working with the Baldwin brothers to support the Carol M. Baldwin Breast Cancer Research Fund, part of the Baldwin Foundation.

About Lotus New Era

The five new models are at the core of the Lotus New Era brand re-launch campaign that introduces the “Lotus Lifestyle”. The lifestyle concept is bolstered by new platforms that allow Lotus to express its core brand DNA in new ways demonstrated by the Rancinan exhibition, also including:

•Launch of the new Lotus Magazine: The inaugural issue [Autumn 2010], features Kate Moss on the cover and lifestyle-driven content including a Great British Icons feature and a retrospective of Lotus “Moments,” such as the role of the brand in James Bond 007 movies

•Launch of a private label product line featuring three separate clothing collections: Lotus Heritage, Lotus Originals and Lotus Performance

•Opening of first brand concept store in London (in tandem with the launch of an E-Commerce site). The segmented store design will reflect the overall collection concept; each line will be highlighted in dedicated space and furniture concept