New-look Lotus sets its sights on a slice of the customisation pie, which has proven massively successful for rivals
Lotus has launched a new sub-brand offering enhanced personalisation of its cars, ranging from unique colour combinations to one-off specials. Named Chapman Bespoke after company founder Colin Chapman, it will offer three levels of customisation: ‘tailor-made’, for special colours and materials; ‘collection’, for limited-edition collaborations with luxury brands; and ‘one-off’, for completely bespoke cars.
Bentley, for example, reported that 70% of all cars it sold in 2023 had bespoke content, worth more than €40,000 . One buyer even opted for €400,000 of carbonfibre. In turn, the company attributed its success in 2023 – its second-best annual profit ever – to the Mulliner programme. Similarly, Rolls-Royce set a new record for the value and volume of bespoke cars in 2023, boosted by the launch of the coachbuilt Drop Tail models, understood to be worth more than £20 million each.
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