Episode 09 with Fredrik Gollob: The Lotus Shift: Tradition Fueled by Electricity

The automotive industry is experiencing its most dramatic transformation in over a century. But how do you successfully navigate the shift from combustion engines to electric power whilst preserving brand heritage? Frederik Gollob, COO of Lotus Cars Europe, shared fascinating insights during his recent appearance on Auto Futurecast, revealing how the iconic British brand is creating pathways for both traditional enthusiasts and new electric vehicle adopters.

Frederik's automotive journey began in the 1980s, shaped by a family deeply rooted in the industry. His career took him from Mercedes-Benz through the explosive growth of the Chinese automotive market, where he witnessed firsthand the emergence of brands that would later shock European executives at post-COVID motor shows. "I saw groups of board members of all the big OEMs wandering from one Chinese stand to the other, having really big eyes," Frederik recalls, describing the wake-up moment for European automotive leadership.

This global perspective now informs his approach at Lotus, where he's championing a dual-path strategy that could serve as a blueprint for other heritage brands navigating electrification.

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The Two Routes Into Lotus

Frederik articulates a compelling vision for how customers can engage with the modern Lotus brand through two distinct entry points.

"You can approach Lotus from two sides," he explains. "You can either come the heritage way through the Elise, Evora, and now the Emira, which is a fantastic sports car with a V6 manual gearbox. Then you can work yourself towards needing a bigger daily driver with the Eletre or Emeya."

Alternatively, customers can enter through the electric vehicle route: "The other way is to come from the battery electric perspective and say, 'I need a full-size SUV electric, I'm in for a brand like Lotus to try it.' Then you work yourself towards the heritage part."

This strategy acknowledges that modern automotive consumers aren't monolithic. Some arrive seeking the visceral experience of a manual transmission sports car, whilst others are drawn by cutting-edge electric technology and performance.

Technology That Transforms Daily Driving

Frederik's personal experience with the Lotus Emeya illustrates how electric vehicles can convert even the most committed petrolheads. Despite describing himself as someone who "loves the Autobahn" and can drive "unrestricted 255km/h," he admits to becoming more relaxed in his driving habits.

The transformation extends beyond driving style to the entire ownership experience. Regular over-the-air updates don't just add features—they improve core vehicle

performance. "It's not only enhancements, it's also adding features," Frederik explains. "The way our colleagues in development develop features further, including how the driver assistance systems work together, is improving all the time."

This continuous improvement model, familiar from smartphone updates, creates an ongoing relationship between brand and customer that traditional automotive ownership models couldn't match.

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Retail Strategy: Why Dealers Still Matter

Whilst many new automotive brands pursue direct-to-consumer models, Frederik maintains strong conviction in the traditional dealer network approach, particularly for premium brands targeting new market segments.

"Everything I see in the market which goes direct to consumer doesn't work and it harms you and it makes things more complicated and it costs a lot of money," he states firmly.

This perspective stems from practical retail experience across multiple markets. Frederik emphasises that his primary internal customer is the dealer network: "I need to be able to operate Lotus Cars Europe in a way that we focus on enabling the dealers to provide the best service possible to our end customers."

The approach recognises that premium vehicle purchases, especially for new technologies, require experiential elements that pure digital channels struggle to provide.

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The Customer Profile: Tech-Savvy Entrepreneurs

Lotus's target customer base reflects broader trends in premium electric vehicle adoption. Frederik describes typical customers as entrepreneurs in their 40s to 60s who are "very much interested in the tech" and want to "understand the car, what it can do, and the rationale of building the car."

These customers arrive significantly more prepared than traditional automotive buyers, having conducted extensive online research before engaging with dealers. "The level of knowledge these days is so much different than the more traditional approach," Frederik notes.

This informed customer base creates opportunities for deeper brand engagement, with owners becoming authentic advocates who can articulate the technical and experiential benefits of the vehicles.

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Market Outlook: Optimism Amid Challenges

Despite acknowledging current market difficulties across European automotive markets, Frederik expresses optimism about the next 12 months, particularly in the premium electric vehicle segment.

"What I see, particularly in the premium and luxury EV part of the market, I do see upticks in the growth rates and quite massive trends," he explains, citing specific policy changes in Germany that provide tax incentives for electric vehicles up to €100,000.

The combination of supportive policy frameworks and improving charging infrastructure creates conditions for accelerated adoption, particularly among Lotus's target demographic of successful entrepreneurs and technology enthusiasts.

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Looking Forward: Heritage Meets Innovation

Frederik's insights reveal a brand successfully balancing heritage preservation with technological innovation. The manual transmission Emira satisfies customers seeking traditional sports car experiences, whilst the electric Emeya and Eletre demonstrate that performance and practicality need not be mutually exclusive.

"Trying to defy physics—there are limits to that, obviously, but that's really what we try to do," Frederik explains, capturing the engineering ambition that connects Lotus's past with its electric future.

This approach offers valuable lessons for other heritage brands navigating electrification. Rather than abandoning traditional products entirely, successful transformation may require maintaining bridges between old and new whilst creating clear pathways for different customer segments.

The conversation with Frederik Gollob illustrates that the future of automotive retail isn't about choosing between heritage and innovation, but rather about creating complementary pathways that serve diverse customer needs whilst maintaining authentic brand values.

For brands willing to embrace this complexity, the rewards include deeper customer relationships, stronger brand advocacy, and sustainable growth in an increasingly competitive marketplace.

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