Lotus Cars revs up business strategy with Lynxeye

Iconic British Sports car brand Lotus Cars has appointed Lynxeye Consultants as strategic advisers as it plans to implement its strategic vision for the business. Lynxeye will work with Lotus on its global positioning while focusing on China as a key growth market for its future range of cars.Based in the agency's initial research, Lucien Harrington, managing director of Lynxeye Asia Pacific, said there is an awareness of the brand's storied past in markets as diverse as China, Europe and the US. This is a testimony to the strength of the brand as there has not been a real focus on Asia up until this point."Our role will be to help identify the brand equities that Lotus can build on, to build a global brand that also works in China which will be a key growth market for its expanded range of cars," Harrington added.Feng Qingfeng, CEO of Lotus Cars said, “Lotus is an iconic brand that has become part of the lexicon of racing and performance sports cars throughout our history.” He added that the brand is now looking to build on its legacy and expand the appeal 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. The agency previously worked with Geely to reposition Volvo, which led to "amazing commercial results" Horbury said.Christian Ihre, co-founder and CEO of Lynxeye added, “Our global perspective and our Swedish approach to collaboration gives us a unique perspective to deliver seamless solutions across Europe, Asia and the Americas that will ensure Lotus is a brand that will resonate in all of these markets.”