Lotus will have a complete range in Brazil, reveals CEO

The traditional British manufacturer Lotus has officially confirmed its arrival on the Brazilian market through the recently created LTS Brasil, a company led by former driver Clemente Faria Jr. The operation will be independent from the Chinese Geely, the brand's current global controller, and will be responsible for imports, sales, after-sales, parts and technical assistance in the country.

The official debut will take place in São Paulo this semester, with the first store expected to open by the end of the year. Belo Horizonte and other capitals also appear in the future planning of the operation, with expansion scheduled for 2027.

According to Clemente Faria Jr., the project was built on an interesting premise: the head office wanted a representative with experience on the tracks. "Lotus was looking for an official distributor for Brazil, and the brand's distribution model is very personal: it always requires someone at the helm with strong alignment with Lotus' DNA. My historical involvement with motorsport, added to my experience in the premium automotive market, was decisive in building this alignment", says Faria in an exclusive interview with CNN Brasil.

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In addition to the new Lotus operation, Clemente is also heading the Bamaq Group, a conglomerate from Minas Gerais that operates in different automotive and agricultural segments. The company has dealerships for brands such as Porsche, Mercedes-Benz and GWM, as well as a strong presence in the consortium and heavy vehicle sector.

Ayrton Senna with his Lotus 99T Honda RA166E V6 turbo at the 1987 Brazilian GP: legacy in motorsport. (Photo by Simon Bruty/Getty Images) - Getty Images
Initial range will have combustion sports cars and luxury electric cars
Lotus will begin its national operation with three global models: the Emira sports car and the Eletre and Emeya electric cars. The strategy combines the brand's traditional heritage with the new electrified phase driven by Geely.

The Emira is currently the last Lotus equipped with a combustion engine. The coupe uses an aluminum structure and central-rear configuration, keeping the proposal focused on drivability and low weight. Depending on the configuration, you can use a supercharged V6 engine from Toyota or a 2.0 turbo engine supplied by AMG.

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The Lotus Eletre represents the manufacturer's entry into the high-performance electric SUV segment. The model has an 800-volt architecture, versions with more than 900 hp and acceleration comparable to that of super sports cars. The SUV also contains part of the semi-autonomous assistance and connectivity technologies developed by the brand.

Lotus Eletre could be another bet for the brand in Brazil - Lotus/Disclosure
The Lotus Emeya sedan follows a similar line, focusing on high performance, aerodynamic focus and electric powertrain. The manufacturer also confirmed that the Eletre will gain a plug-in hybrid version in 2027, presented at the Beijing Motor Show.

"In our agreement there is no partnership with Geely: it is a close cooperation to deliver the best products and experiences to the Brazilian customer. We will operate with the complete range. At launch we will have the Emira, Eletre and Emeya lines. The Eletre

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Strategy for premium consumers and enthusiasts
Although the debut will initially take place in São Paulo, LTS Brasil is already working on national expansion. Belo Horizonte appears among the cities considered a priority in the second stage of the project, especially due to Bamaq's strong connection with Minas Gerais and the presence of premium vehicle consumers in the region.

In the executive's assessment, the Brazilian market is mature enough to receive Lotus. He highlighted that there is a consolidated base of brand enthusiasts in the country, especially due to the manufacturer's historical relevance in Formula 1.

Lotus Emeya: electric sports car is confirmed in Brazil - Alberto Cervetti
"The team is very excited, especially due to the brand's historical connection with big names in Brazilian motorsport, it is no coincidence that Lotus is part of our affectionate memory in Formula 1.

I had the opportunity to drive current cars, including on a circuit, and learn about the products under development. I can say: Lotus is building something truly different, which will win over both the purist, the customer who seeks real drivability, and those who value comfort, technology and luxury", analyzes the executive.

The arrival of the British manufacturer also occurs at a time of transformation in the global premium sector, marked by electrification and the entry of new Chinese competitors into the international market. In this scenario, Lotus is trying to balance sporting tradition, technology and new electrified models to expand its presence outside of Europe.

Source: CNN