Lotus Achieves Record Sales in 2021 Amidst COVID-19 Challenges

Introduction

The ongoing COVID-19 pandemic has been one of the deadliest in the history of mankind, disrupting businesses across the globe whilst claiming lives and livelihoods at an alarming rate. Unlike a few years ago, the global markets are now a mere arena for survival rather than competition. Yet, there are names that stand tall against the test of time, and the latest in that line is a name which may not be as commonplace out here in the Middle East, but resonates with a significant automotive fan following from across the globe: Lotus. Achieving sales numbers in these circumstances may seem pretentious, but how about a triumphant record of the decade?

Record Sales Performance

That is precisely what Lotus did, as they revealed the best annual global retail sales performance figures for the year 2021. Boasting a graph that soars right into the skies, Lotus stands in pride as retailers across the planet managed to sell 1,710 new cars during the same year when the iconic Lotus Elise, Lotus Exige, and Lotus Evora saw the end of the line—a send-off well deserved indeed! The Elise in its Sport 240 Final Edition and the Cup 250 Final Edition guises stole the show as the global top-seller.

Global Growth and Regional Performance

While folks here in the UAE may not have been aware, the story for Lotus has been quite different elsewhere as they marked stellar growth and even broke records in some regions. The major players in the Western hemisphere posted a 111% year-on-year record of the decade, while Europe saw a surge with Belgium topping the list at 37%, followed by the UK at 29%. Things weren’t dissimilar in the Asia-Pacific region where countries such as Japan, Hong Kong, Thailand, Australia, and New Zealand have seen the best sales figures in recent years. Notably, in the Middle East, Lotus dealerships in Qatar had their best year ever since the brand's entry in 2016, while the folks in Bahrain sold their first new cars in seven years!

Looking Ahead: The Future of Lotus

As the Elise, Exige, and Evora take their exit in all grandeur, Lotus will now focus on the all-new Emira, the last petrol-powered sports car from the Lotus stables. Matt Windle, Managing Director of Lotus Cars, stated: “In difficult circumstances, our retailers have delivered what was asked of them and more. It’s a testament to their hard work, and that of our manufacturing, marketing, sales, and distribution teams around the world. A huge thank you to everyone involved—what a way to move into the era of Emira.”