Lotus Motor Korea has successfully concluded its pop-up store event at Starfield Suwon from 21 to 27 March.
This pop-up event marks Lotus Motor Cars Korea's second exhibition at Starfield, following last year's SSG DAY at Starfield Hanam, which attracted strong interest from visitors and helped to introduce Lotus Cars, a global performance automotive brand that is reinventing itself, to customers in the southern region of Gyeonggi Province.
Opened in late January, Starfield Suwon (located at 175, Suseong-ro, Jangan-gu, Suwon-si, Gyeonggi-do) is a large-scale shopping mall with a gross floor area of 331,000㎡ and a variety of experience facilities, including a large F&B space, a cinema, and a library. In particular, its colourful pop-up spaces have attracted a lot of attention and have become a new 'hot spot' for Generation MZ.
At the event, Lotus showcased two new vehicles, the Eletre, an all-electric SUV, and the Emira, the brand's last internal combustion sports car, as well as encouraging visitors to follow Lotus on social media and give away various prizes. During the event, more than 10,000 visitors participated in the social media event, and the pop-up event was a great success, with a significant number of customers viewing the cars and securing contracts.
Taking centre stage was the Kaimu Grey-coloured ELETRA S. With an impressive 612 horsepower and an imposing 5.1-metre-long body, the new model makes a strong statement in the premium luxury SUV market. The large alloy wheels that fill the wheel wells and the variable rear spoiler made of carbon material, as well as the brand's 'sports car DNA', attracted the attention of visitors, while the interior was praised for its top-quality leather and Alcantara materials, sophisticated metalwork, and innovative display configuration. The official domestic sales price of the ELETRA will be revealed next month, and the pop-up event reaffirms the car's potential for a successful market launch.
The Emira, which attracted the attention of everyone at the event with its hedgehog yellow colour, is the next generation of the brand's unique 'two-door lightweight midship sports car' that follows in the footsteps of the existing Lotus Elise, Exige and Evora, and the Emira V6 First Edition, powered by a V6 3.5L petrol supercharged engine and automatic transmission, was on stage at the event. Visitors to Starfield Suwon were enthusiastic to capture the beauty of the Emira on camera. The Emira V6 First Edition has already sold all of its domestic allocation for this year, demonstrating the interest in Lotus in the Korean market.
"We had a great time showcasing two new Lotus models at Starfield Suwon, which has emerged as a new hotspot in the southern region of Gyeonggi Province," said a representative from Lotus Motor Korea. "The enthusiastic response from the public at the event was a great opportunity to introduce the 76-year-old high-performance automotive brand to a wider audience in Korea."
Article roadtesting editorial (dhseo1208@gmail.com)
Photo Lotus Motor Corporation