Lotus is preparing to embark on the biggest gamble it has ever done, with the company preparing an all-electric future for its lineup. But while the Lotus Emira we drove recently (review pending) is a potent last stand in the ICE market, the company knows that customization and individuality motivate the big spenders that buy their products. That’s why the company has formally unveiled the all-new Lotus Chapman Bespoke service to make their customer’s wishes come true.
Lotus Chapman Bespoke Service Follows Familiar Script
If it feels like you heard this movie before, that’s because other exotic automakers have similar services already in place with Aston Martin’s Q Division and Porsche’s Manufaktur division fulfilling a similar need for their clients. However, Lotus’s service (part of its name comes from founders Colin and Hazel Chapman) goes about things in a few different ways.
One prominent difference is that the Lotus Chapman Bespoke service is split into three tiers: Tailor Made, Collection, and One-Off. Tailor Made is the “base” (and we use that term very loosely) level and focuses exclusively on the paintwork and trim with the company offering customers a small palette of colors that can either be applied as is or combined together to create wild one-off combinations. If that’s not your cup of tea, Lotus can also make a color to match your specifications though it’s not known if the service can pull some of the wild color related feats that we have seen in the past with Aston’s Q Division.
Collection is where things get interesting with this tier focusing on special designs. These designs offer an enhanced level of individuality and are primarily created via partnerships with various artists. In rare cases, Lotus is also willing to work with other brands but the company didn’t share too much information on what brands have signed on or are willing to lend their services.
One-Off is the highest level and is where the buyer pretty much tells Lotus what they want in their individual build. That includes colors, trim, material choices, special badging and other appointments. In short, these customers are given a blank canvas and get the chance to watch their ideas and suggestions come to life.
“Many of our customers are looking for a bespoke experience; be that color, texture, fabric, detail,” said Lotus Vice President of Design Ben Payne. “And we are excited to see their individuality stamped on our cars around the world.”
Chapman Bespoke. Your unique Lotus. An opportunity to work with our designers to stamp your individuality on a bespoke and personalised Lotus, connecting our founders with the Lotus drivers of today.
— Lotus Cars (@lotuscars) March 20, 2024
Coming soon. #ForTheDrivers pic.twitter.com/HoUJ6mIvpY
Lotus Chapman Bespoke Service to be Exclusive to Chinese Market, Other Markets Get it Later
For now, the Lotus Chapman Bespoke Service will be limited to China with that country getting access to it on April 25th. Lotus says other markets will follow suit in the near future with the company using what it’s learned in China to enhance the experience for other regions.
“The story of Lotus is the story of a bespoke carmaker,” said Lotus CEO Qingfeng Feng. “The first cars were hand-drawn and hand-built at home by Colin Chapman, and that spirit lives on in us today.”
Lotus didn’t confirm a final pricing structure for these services but if we look at similar services by rivals, you’ll find that the subject of price is often ignored and companies prefer to let the experience of customizing the vehicle itself take center stage with the nitty gritty details (i.e. opening your wallet) coming after you built the dream car your heart desires.
Carl Malek has been an automotive journalist for over 10 years. First starting out as a freelance photographer before making the transition to writing during college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a big fan of British vehicles with the bulk of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG, and Caterham. When he is not writing about automobiles, Carl enjoys spending time with his family and friends in the Metro Detroit area, as well as spending time with his adorable pets.