Lotus turns to HPI to get its new Evora on the road

Lotus Cars has turned to the expertise and power of HPI Prospect Leads to drive forward the successful launch of the new Lotus Evora. HPI provided 1,800 quality leads to Lotus Cars, helping to create an effective marketing campaign designed to encourage test drives from existing Lotus owners and those that drive similar models from competitors. The success of this partnership is a clear illustration of the power of HPI to help motor retailers reach the right customers with the right campaign.

As part of the launch, Lotus Cars called on HPI to contact existing Lotus drivers as well as drivers of similar sports cars across the country to announce the arrival of the new Lotus Evora, and encourage them to visit their nearest dealership for a test drive. Nearly 2,000 leads of potential customers were established using HPI Prospect Leads, including names, addresses, telephone and email, allowing Lotus to create an effective campaign. All leads are sourced from insurance enquiries made on web aggregator websites, and have been screened for credit worthiness.

“I will not hesitate to turn to HPI again when planning a similar campaign,” says Matthew Nice, Marketing Communications Manager for Lotus Cars. “The quality of the leads was of paramount importance to us, as Lotus is a niche manufacturer, making it vital that we make contact with the right people. By using HPI’s marketing service, nearly 5% responded to our communication and requested a test drive. Dealerships experienced a welcome increase in prospective purchasers through their doors, which is no mean feat in the current market.”

Daniel Burgess, Director of Automotive at HPI says, “Through the power of HPI Prospect Leads, Lotus Cars created additional vehicle sales and service revenue opportunities. These opportunities are there for other manufacturers and dealers too. As a fully flexible service, it can be adapted to the needs of different businesses and campaigns, providing quality, targeted customer prospects to supplement an existing customer base.”