A transformations challenge whereby Lotus a changing automotive brand with heritage assets needed to-be revitalised for the changing consumer behaviour trends, preferences and expectations for a new cross-generation  of racers, with a cult-like following.

Integrating Human centred design and a Human computer interaction platform which  developed into a circular integrated global sales and service strategy model solution with emerging technology and material science components, that defined and designing an signature service experience for international markets that's differentiate their brand from premium competitors.

Brand Strategy
User Research
Service Design 
Product Prototyping


Manish: Experience
David: Interface
Sydney: Research
Marcela: Analyst
Merlin: Director

12 Weeks


The number one focus in the future for brand engagement will be based on connectivity and increased digitalisation, within both the lifecycle-centric and service-driven models. As such, we focused on supporting “the core hero product as always protected and preserved, leaving the consumer is open to experience more of the culture and the lifestyle in the moment.” 

By conducting customer research our team built a detailed understanding of cultural nuances, with a particular focus on understanding how to cater for high-end customer segments. With this insight, we designed a series of signature services and incorporated these into a unique after-sales model and customer onboarding journey.

The Team designed and developed a service model and experience for Lotus heritage, e-racing, and dealerships, resulting in increased visits and improved workshop efficiency. We also supported the design of a digital booking, billing and service platform – a customer first for vehicle aftersales. “The pilot service consistently outperformed the national average since the testing of Lotus Service” Implementation Director. Developing a new service benchmark for aftersales servicing

+ 8.1% digital clickthroughs
versus a decline of 3.1% in previous tests

+ 50% customer satisfaction
during the period of the pilot

+ 16.5% in app retail hours increased
as increase in number of vehicles bought in average spend increase


How do you build a relationship with customers once they have driven off the forecourt? Lotus needed to tackle increased competition from independent garages and create a market-leading after sales experience that put service first and couldn’t be copied.

The younger generations and older car enthusiasts who enjoy capturing sensory experiences, will drive social media interest and intrigue social media and Live-streaming platforms, such as Twitch. Internally, this technology could be developed to prepare rapid 3D interior and exterior prototypes.


With a vision and priority to revitalize the brand awareness within an evolving experience economy, Lotus could utilize its strategic network to assist with the integration of technology and the environment while developing a digitally spirited and dependent generation who are globally connected social eco-system, encompassing the various user’s lifestyles. Such as 57% of Gen-Z prefer sustainable, popular products over unique individualism.

During this transition and integration with technology, Lotus can create new revenue with further innovations for it’s future. Internal sales components would be revitalized with a human 360 approach, we can create a unique app integrating haptic (physical, cognitive, emotional) experience that could create a virtual actualization, enthralling, educating and inspiring emerging e-racing community.

Some time ago, Lotus had been struggling with a slump in car sales and a decline in new product awareness. The last decade has seen the overall brand decline, with a weighing amount of assets. As such, Lotus required a much needed revitalisation.

The 2012 Lotus Racing Brand Guidelines represent the components that define the DNA of Lotus and which encapsulate the ethos of Colin Chapman from its founding god in1962.

By ripping up the proverbial rule book, and pushing the bar, by taking inspiration from emerging car manufacturers and being conscious of the existing community and distilling the heyday of racing with generations of global demographics, there is an opportunity to educate and disrupt the traditional motor engine based enthusiasts to the silent lightweight torque driven motors.

You may also like

Back to Top