^{E09 with Frederik Gollob :  The Lotus Shift: Tradition Fuelled by Electricity}

The automotive industry is undergoing its most significant transformation in over a century. Moving from combustion engines to electric power, while preserving a brand's heritage, presents a unique challenge. Frederik Gollob, COO of Lotus Cars Europe, shared valuable insights during his recent appearance on Auto Futurecast. He outlined how the iconic British brand is bridging the gap between traditional enthusiasts and a new generation of electric vehicle adopters.

Frederik’s automotive career, shaped early on by a family deeply embedded in the sector, began in the 1980s. His experience spans Mercedes-Benz and the booming Chinese automotive market, where he witnessed the rise of brands that would later stun European executives post-COVID. "I saw groups of board members from big OEMs wandering from one Chinese stand to another, with wide eyes," Frederik reflects, capturing the moment European leadership recognised the changing industry dynamics.

Now at Lotus, Frederik applies this global perspective with a dual-path strategy, offering lessons for heritage brands navigating the electrification era.

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Two Routes to the Modern Lotus Brand

Frederik envisions two distinct ways for customers to connect with Lotus.

"You can either approach Lotus through its heritage," Frederik explains, "starting with the Elise, Evora, or the V6 manual gearbox-equipped Emira sports car. From there, you may find yourself wanting a bigger, more practical model like the Eletre or the electric four-door coupe, the Emeya."

Alternatively, customers might come via the electric route. "Some will start with our battery electric models, like the full-size SUV Eletre. From there, they explore the brand's heritage and discover its traditional sports cars."

This two-pronged strategy acknowledges the diverse preferences of today’s automotive consumers, accommodating those drawn to the visceral thrill of traditional sports cars and others enticed by cutting-edge electric technology and innovation.

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Technology Redefining the Experience

Frederik’s own time with the Lotus Emeya underscores how electric vehicles (EVs) can reshape consumer perspectives. A self-professed enthusiast who enjoys "driving unrestricted at 255km/h on the Autobahn," Frederik admits his behaviour has shifted towards a more composed and relaxed driving style.

The transformation goes beyond performance. Over-the-air (OTA) software updates continually enhance the vehicle post-purchase, delivering both new features and improved functionality. "It’s not just updates; it’s also advancements in core systems," Frederik explains. "For example, driver assistance systems improve significantly over time."

This constant evolution, likened to smartphone updates, establishes an ongoing relationship between Lotus and its customers, unlike conventional car ownership models.

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The Value of Dealers in the Digital Era

While many modern automotive brands favour direct-to-consumer models, Frederik staunchly supports the traditional dealer network, especially for premium brands exploring new markets.

"Everything I’ve seen in the market that goes direct to consumer creates complications, inflates costs, and ultimately harms the brand," Frederik asserts.

His experience underscores the significance of dealerships in fostering connections with customers. "Our focus is enabling dealers to deliver the best service possible, as they are indispensable in providing the experiential touchpoints essential for premium vehicle sales."

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Tech-Savvy Entrepreneurs at the Core

Lotus's customer base mirrors broader trends within the premium EV market. Frederik describes their typical buyer as entrepreneurial, aged between 40 and 60, and deeply engaged with technology. "They’re keen to understand the car, its functionality, and the rationale behind its design," he reveals.

These well-informed customers conduct extensive research before approaching dealers, resulting in much greater product knowledge than in traditional buying scenarios. Frederik sees this as an opportunity to deepen brand engagement, turning these savvy customers into passionate advocates.

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Opportunities Ahead for Premium Electric Vehicles

Despite challenges in European automotive markets, Frederik remains optimistic about premium electric vehicle growth over the next year.

"In the premium and luxury EV space, we’re seeing significant trends and upticks in demand," he notes, highlighting policy shifts, such as Germany’s tax incentives for electric vehicles priced up to €100,000.

Better policy environments and improvements in charging infrastructure are creating prime conditions for accelerated EV adoption, particularly for Lotus’s key demographic of successful entrepreneurs and tech enthusiasts.

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Where Heritage Meets Innovation

Frederik’s insights paint a picture of a brand balancing tradition with innovation. The manual transmission Emira satisfies those craving the classic sports car experience, while models like the electric Eletre and Emeya demonstrate that high performance and practicality can coexist.

"While there are limits to defying physics, that's really what we aim to do," Frederik remarks, articulating the engineering ethos that unites Lotus’s legacy with its electric future.

For legacy brands eyeing electrification, Lotus's dual-path strategy offers a compelling blueprint. By maintaining connections to traditional roots while innovating for the future, brands can cater to diverse customer segments without losing their identity.

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Key Takeaways for the Industry

Frederik Gollob’s observations highlight that the future of automotive retail isn’t a choice between heritage and innovation but the blending of both. By meeting varied customer preferences and staying true to core values, brands like Lotus can foster deeper customer relationships, inspire loyal brand advocacy, and secure sustainable growth in an evolving market.

For other businesses willing to tackle this complex but rewarding strategy, the rewards promise to be immeasurable.

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