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Lotus Cars has opened a new first-of-its-kind brand store opposite the Ritz hotel, at the heart of London’s prestigious Mayfair district.

The new two-storey site is funded and operated by the manufacturer, in line with its direct sales strategy.

Featuring a three-car showroom to house the Geely-owned British sports car brand’s new line-up of Eletre SUV, Emira coupe and Evija supercar models, the Lotus Mayfair facility, located on the corner of Berkeley Street and Picadilly, covers more than 450 square metres of retail space, making room for a Lotus merchandise retail outlet alongside a VIP lounge and a digital configuration suite.

Mike Johnstone, chief commercial officer at Lotus Group, said: “The opening of our new store demonstrates our commitment to transform Lotus to a global luxury performance brand.