What the agency retail model could mean for Lotus and its customers
For one thing, that allows it to pitch an ‘omnichannel’ mix of online and showroom sales where the buyer can choose how they would like to buy. The price stays the same either way: that’s now set by Lotus and no amount of haggling will change that .For the online bit to work you need a slick platform, and Lotus reckons it has that in the newly revealed Lotus Drive ‘e-commerce’ platform. This is a configurator, sales checkout and online home for Lotus buyers and customers.
Geoff Dowding at a recent presentation to UK dealers, where they got their first look at the brand’s new electric SUV, codenamed Type 132. Lotus has thinned out its UK dealer network to just 13 after terminating some contracts last year. With the remaining dealers now working as agents for Lotus and the online Lotus Drive sales platform available wherever there’s internet, the Geely-owned company can play a bit smarter.. For example, Lotus will open a flagship “immersive brand experience” in London, with smaller ‘Lotus centres’ offering the more traditional dealership services.
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