Lotus launches 'Drive' e-commerce platform
New sales shake up means cars are now bought direct from the factory; here's how it will happen
Somewhat lost in the news about the Type 132, the Emira, the last Elise (and everything else going on at Hethel) has been a radical change in how Lotus sells its cars. From the traditional wholesale business model - where dealers buy stock from the manufacturer - Lotus will employ an agency model, where customers buy direct from the manufacturer. In this scenario, used by Polestar among many others, the dealers become agents for the factory, meaning Lotus has much more control over the sales process.
Having kicked off agency sales with the Emira, Lotus has now launched 'Drive', its e-commerce platform for managing every aspect of direct buying and selling. Lotus Drive will allow customers to value their part exchange, spec their car on the new configurator, choose a payment method and place the order. The new system will give buyers the option of choosing from delivery at home, collecting at Hethel or picking up from one of the 13 dealership sites.
Though this move will have been partly motivated by the need to modernise every aspect of Lotus ahead of the electric era, the recent transformation in car sales will likely have contributed as well. As recently as 2019, the idea of an entirely online car purchase would have seemed pretty adventurous; now Lotus's research suggests that 69 per cent of the people it surveyed expect to buy their next car without leaving the house.
Furthermore, a significant 88 per cent of those asked said they would prefer to buy direct from a car maker "if it's a seamless online process." That feels like quite an important caveat that Lotus Drive will have to get right. Later on down the line, it will give Lotus more influence over used car values, too, as cars financed by them will be sold back to the manufacturer.
For the moment, the new platform is only being offered in the UK for Emira V6 First Editions, promising "a logical and intuitive journey for the customer." It's live on the Lotus customer site, taking in every step from choosing colours and options to doing the finance credit check. Don't blame us if it's such a seamless process you end up ordering one...
Lotus's Executive Director of Sales and Aftersales, Geoff Dowding, commented: "Lotus Drive gives us the ability to deliver a consistent and highly personal shopping experience to our customers. Additionally, it will allow us to understand what cars customers want and build them to order, as well as gather and use customer data to personalise offers."
I understand the change in sales model, but with it has to come a drastic improvement in direct customer communications
I can understand that your Joe average probably feels that buying a car is like buying a household appliance, but as an Evora owner how on earth is this going to work for myself and others that feel the same ? Surely from an enthusiasts point of view you want to know how a car drives and probably compare with models of different marques
I can understand that your Joe average probably feels that buying a car is like buying a household appliance, but as an Evora owner how on earth is this going to work for myself and others that feel the same ? Surely from an enthusiasts point of view you want to know how a car drives and probably compare with models of different marques
I can understand that your Joe average probably feels that buying a car is like buying a household appliance, but as an Evora owner how on earth is this going to work for myself and others that feel the same ? Surely from an enthusiasts point of view you want to know how a car drives and probably compare with models of different marques
Look at the Tesla model of sales - if anything their test drive system is even easier than traditional dealerships.
Book online, turn up, get handed the keys (or card in Tesla’s case), go for a drive, return the car, then leave.
No dancing around with salesmen who are trying to qualify you as a buyer, looking at finance deals you don’t want etc.
Just in and out with a test drive, then back home to order if you like it.
The price on the screen, is the price you pay. Happy days for manufacturers
If you want to order one with variations from the floor model then that's how
the online sale goes. I think a lot of people that buy online either have friends
with the same car, see it in a parking space or visit a lot prior. Used car sales are
different from new orders. Sites like Carvana bring you the car but you get to send
it back if it isn't up to snuff.
No. They'll just take the additional profit.
Times change, I guess...
Gassing Station | General Gassing | Top of Page | What's New | My Stuff