Brand guide · updated August 2026

Lotus

Lotus spent seventy years proving Colin Chapman's creed — 'simplify, then add lightness' — in cars whose steering feel became the industry's tuning-school reference. The Emira closes the combustion era as one of the best-handling sports cars at any price; the Geely-funded electric pivot (Eletre SUV, Emeya saloon) trades sacred lightness for hyper-EV power and range-topping ambition. Enthusiasts argue about the soul transplant; the business needed it. Either way, the badge still signals chassis-first engineering.