Lotus and Lynxeye: Will Work Together to Reposition Lotus Cars


The British Sportscar brand Lotus Cars has recently appointed Lynxeye Consultants as strategic advisers for its global repositioning project. This appointment comes after a pitch led by the Singapore office of Lynxeye. Lotus cars plan to work with Lynxeye to globally position its brand while focusing on China as a key growth market for its future range of cars.

Lotus and Lynxeye: Will Work Together to Reposition Lotus Cars

Lotus Cars and Lynxeye’s Repositioning Project

In a statement, Lucien Harrington the managing director of Lynxeye Asia Pacific described the role Lynxeye will play at Lotus. He said that they will help identify the brand equities that Lotus can build on. Lynxeye plans to build a global brand that also works in China. They plan to use China as a key growth market for Lotus expanded range of cars. The CEO of Lotus Cars Feng Qingfeng said that the brand is looking to build on its legacy and expand the apeal of the Lotus brand. 

According to Peter Horbury, head of design for Geely, Lotus’ parent company, it believes Lynxeye is the best partner to help them achieve the goal of being a leading global luxury brand. He acknowledged the fact that the agency has experience working with other another automotive company. Lynxeye has previously worked with Geely to reposition Volvo. Their efforts led to amazing commercial results.

The repositioning project should commence in August and would be handled out of Lotus’s head office in Hethel, United Kingdom.

About Lynxeye

Lynxeye’s consultants are brand managing consultants and it was founded in 1999 by Christian Ihre and Johan Ekelin. Lynxeye’s vision is to help brands progress by revealing profound insights about the people they serve. Their goal as an agency is to to make companies progress faster by creating more meaningful brands and offerings. Their expertise includes management consulting, insight and strategic design. Lynxeye manages clients like Samsung, Unilever, Volkswagen, Volvo, Spotify and Martell

About Lotus cars

Lotus Cars is a British automotive company that manufactures sports cars and racing cars. The company designs and builds race and production automobiles of light weight and fine handling characteristics. It also owns the engineering consultancy firm Lotus Engineering.


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