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Lotus Advanced Performance Department wishes to make your dreams come true

Lotus flower has taken a big step in its quest to position itself as a British alternative to Porsche by launching a division called Enhanced Performance. Run by a former person Aston Martin executive, Lotus Advanced Performance will design and build the models once and for all, among other tasks.

Most premium and special car brands run a program gives customers some degree of freedom in terms of customization. Lotus was, until now, mostly an exception for this rule. It hopes to make up for lost time by providing its Advanced Performance department with a surprisingly long list of responsibilities. First, the division that will be responsible for building “extraordinary and unique cars” will not be part of the company’s usual production line. One of these (shown in the sketch above) looks like it’s inspired by classic Formula One cars. Details are few and far between, but the massive rear wing says a lot about the kind of halo automobile we’ll see in the not-too-distant future.

What is not clear is whether Lotus will fulfill the customer’s requests. We’ve reached out, and we’ll update this story if we learn more.

The design of limited edition models and the development of racing cars will also be the responsibility of Advanced Performance. And, that’s the door that buyers looking to customize their vehicle will need to knock; they will be able to choose different paint colors color, decorative materials and upholstery. Optional extras and a range of Lotus-branded accessories will also be available at Advanced Performance’s headquarters.

It is also important to bring customers and enthusiasts into the Lotus world, so Advanced Performance will organize tours of the brand’s production line, organize driving academies around the world (including including on the Hethel test track in the UK) and prepare “money can’t buy” opportunities for customers. There is still no word on what these experiences will be like; More information will appear by the end of 2022.

Lotus puts Simon Lane in charge of its Advanced Performance division. He’s a good choice: his resume includes leading Aston Martin’s Q division, whose list of responsibilities looks a lot like Advanced Performance. Q has brought us a remarkable way Cygnet powered by V8 . engine in 2018 and Victor is unique launched in 2020. Some of its other projects have been more tame: it has given DBX a long list of carbon fiber parts.

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