Brandware to help unveil latest Lotus model in America

ATLANTA: Lotus Cars USA has hired Brandware PR as its AOR as the sports-car maker prepares to unveil a new model in the US.

ATLANTA: Lotus Cars USA has hired Brandware PR as its AOR as the sports-car maker prepares to unveil a new model in the US.

The Elise, already available in Europe, will hit the US in May. At $39,895, it will be considerably cheaper than Lotus' Espirit, which sells for about $94,000. The Elise is the first new product that Lotus has brought to the US in five years. Lotus hopes to sell between 2,000 and 2,400 Elises in the US this year.

The Elise was displayed at the recent LA auto show, and will be shown at the Chicago and New York auto shows this winter.

Although now owned by a Malaysian company, Lotus has been known for its long British racing tradition. The Elise is made in Britain.

"We will work with them to maintain visibility for the brand," said Elke Martin, MD and cofounder of Brandware, which specializes in auto, motorcycle, and sports PR. "They were looking for a small boutique shop to support the launch and reenergize the brand in the US marketplace."

Brandware has assigned one staffer in Atlanta and another in New York to work on the account.

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