Tue, Sep 28, 2021

Lotus showroom opens in Bahrain; Emira debuts

Lotus has officially opened its new showroom in Bahrain, with the new Emira sports car taking centre stage at the inauguration.

The critically acclaimed two-seater, the last petrol-powered car from Lotus and the ‘best of breed’, made its Middle East debut at the event.

The ribbon-cutting ceremony was performed by the guest of honour Zayed bin Rashid Alzayani, Minister for Industry, Commerce & Tourism.

Also attending the event were representatives from Lotus, including Dan Balmer, Regional Director, Asia Pacific and Middle East, and Geoff Dowding, Executive Director, Sales and Aftersales, who had flown in from the UK especially for the ceremony.

Dowding commented: “For Lotus to be back in Bahrain after a decade away is another significant step in the transformation of our business and brand. The Manama showroom in the luxurious Moda Mall looks really superb with the new Lotus retail identity and is a credit to the Adamas Motors team, our retail partners in the region. To have the Emira as part of the new showroom’s inauguration is a testament to the importance of the Middle East region to Lotus and is a proud debut to our partners and customers in Bahrain.”

The Lotus Emira is a junior supercar with everyday useability and is the most accomplished road car ever to come out of the factory gates at Hethel, UK. With a striking design, breath-taking performance and class-leading ride and handling, the Emira is a true Lotus – light, nimble, mid-engined, exotic looking and competitively priced. It is also a paradigm shift in practicality, comfort, functionality and technology, all of which is especially visible in the stunning interior, the car-maker said.

The first customer cars in Bahrain will be the Emira V6 First Edition, a high-spec flagship version of the car that will arrive in the region’s showrooms next summer. Fully loaded with a host of desirable equipment plus unique badging, it will cost from under AED400,000 (BD41,000) including VAT.

The arrival of the Emira in Bahrain – only the third country in the world it has visited after the UK and USA – is part of a world tour, and sees it display at the all-new Lotus showroom for four days.

Karl Hamer, CEO, Adamas Motors, added: “With this investment in the Kingdom of Bahrain and the regional debut for the new Lotus Emira, both Adamas Motors and Lotus Cars are signalling a clear intent to be major contributors in the region’s automotive landscape. This is an exciting day.”

Also attending the event was Sheikh Salman bin Isa Al Khalifa, Chief Executive of Bahrain International Circuit. He put an Emira through its paces at the Bahrain International Circuit, and commented: “It’s an honour to be the first in the region to drive the Emira right here at the Home of Motorsport in the Middle East. It’s an impressive car, perfectly balanced and beautifully proportioned. I offer my congratulations to Lotus and wish them all the best on the opening of their state-of-the-art showroom.”

The new Lotus retail identity is a new design language for Lotus retail environments worldwide that draws directly on the company’s design and engineering prowess. Sculptural and artistic in its execution, it captures the energy of the brand as it transforms from a UK sports car company to a genuine performance car player on the world stage.

Following its appearance in Bahrain, the Emira is embarking on a regional tour including Kuwait, Dubai and Abu Dhabi.

Customers who want to order a Lotus Emira V6 First Edition can spec their car using the configurator that’s now live at www.lotuscars.com. Powering comes from the much-loved and Lotus-honed 3.5-litre supercharged V6 engine, mid-mounted behind the two seats. Developing 400hp, it’s mated to a six-speed manual gearbox with a visible gearchange mechanism and hydraulic power-assisted steering.

The car rides on 20-inch ultra-lightweight V-spoke forged alloy wheels. They’re diamond cut to create a premium two-tone finish, though silver or gloss black versions are available as a no-cost option. Two-piece brake discs with branded calipers are part of the First Edition spec, plus a Tyre Pressure Monitoring System (TPMS).

The V6 First Edition comes in one of six vibrant paint colours: Seneca Blue – which was seen at the car’s launch in July – plus Magma Red, Hethel Yellow, Dark Verdant, Shadow Grey and Nimbus Grey. More colours will be available during 2022.

Exterior details include LED lights all round, a titanium exhaust finisher, heated power-fold door mirrors and rear parking sensors. The Lower Black Pack is fitted as standard, which means the front bumper air blades, front splitter, side sills and rear diffuser are all finished in gloss black.

© Al Hilal Group all rights reserved. Designed & Developed by North Star.