The Lebanese love of loud engines and sleek curves has lured to its shores a classic automotive racing icon, Lotus. Lebanon is to be the brand’s launchpad into the flush markets of the Middle East, but by the admission of Group Lotus Chief Executive Officer Danny Bahar, “It’s going to be a challenge.” A collaboration between Lebanon’s vehicle retailer Rasamn-Younis Motor Company (RYMCO) and real estate developers Zardman will bring to Beirut the first Lotus showroom in the Middle East. As any car enthusiast knows well, the arrival of Lotus means the challenge is on for them to take on Porsche, which is a long established and well-respected brand in the region. “We spent a lot of time studying Porsche drivers, because they take a lot of things as a given,” said Bahar while talking to Executive. Lotus may carry the prestige of British racing heritage, but now that the
