GROUP Lotus has announced that its new global brand and PR centre will be headed up by James Andrew, who has been appointed chief brand officer.

In addition to this new role, Mr Andrew will continue his responsibilities as executive director of communications for Lotus Cars Limited, reporting to group vice president and managing director of Lotus Cars, Matt Windle.

Mr Andrew joined Lotus in 2019 from automotive and luxury communications agency Influence Associates, a business that he helped establish in London with veteran international automotive PR, Stuart Dyble.

Previous to this he held senior PR positions at Jaguar Land Rover and in the technology and EV sectors internationally.

Initially with offices in the UK, Netherlands and China, the new centre will oversee the evolution and deployment of the Lotus brand around the world.

Reporting into Group Lotus CEO Feng Qingfeng, regional divisions will be headed up by Nigel Bromley (UK office – covering UK and RoW regions), Giuseppe Mele (Netherlands office – covering Europe region) and Chen Qi (China office – covering Greater China region).

The newly-formed leadership group will establish systems, processes, teams and facilities around the world, with the goal of ensuring the most impactful and consistent treatment of the Lotus brand as the business evolves and develops in line with the company’s Vision 80 strategy.

Mr Andrew’s appointment comes as Lotus expands its electrification push to help drive interest in a potential listing of its China-based business. Lotus Tech, which is developing EVs for Lotus, is considering a listing in the UK, US or China.

Lotus recently showed its upcoming Type 132 electric SUV – developed by Lotus Tech and to be built in Wuhan – to the financial community and dealers in London.

This model, and Lotus Tech more broadly, are key to parent Zhejiang Geely Holding Group’s plan to grow Lotus sales from the low-volume brand to 150,000 annually from 1710 last year, driven primarily by the sale of what it bills as electric “lifestyle” vehicles.

Lotus has said that half of its total sales may come from China in five years.

The brand’s new sportscar, the Emira, will start deliveries later this year and will be its last petrol-only model.

Lotus’ EV product pipeline includes a sports sedan due to be introduced next year, a smaller SUV the year after, and a sportscar due in 2026.

By Neil Dowling