Lotus
Cars
Long‑running front‑end development for Lotus Cars' WordPress website, vehicle configurators, model pages, pre‑owned sales tools, and launch marketing.
In Detail
My involvement in the development, maintenance, and evolution of the Lotus website began around the 2008 relaunch for the Evora and continued through later model launches, including the 2020 launch of the Evija, which placed far greater emphasis on online marketing, rich media, and launch activity.
In 2008, as the junior and only UI developer in a small team, I helped launch an all‑new Lotus website. It was built with CodeIgniter, PHP, XSLT, and a Flash/Prototype.js‑enhanced front end, including a 3D vehicle configurator and a tool that connected visitors with their local dealership using the details of their chosen car.
The platform has changed substantially since then. The current site sits on WordPress and uses HTML5, SCSS, JavaScript, progressive enhancement, responsive design, animation, and rich media to support model pages, launch campaigns, configurators, editorial content, and customer journeys.
The original 3D configurator was eventually replaced by an image‑led configurator built around rendered vehicle variants. As visitors choose paint, interior, and option combinations, the interface switches between rendered images to show the selected configuration and preserve the route from configuration to dealership enquiry.
As Lotus grew internationally, the website also had to support a wider reach and localisation. The platform now receives around 200,000 visitors a month, many from outside the UK, and hosts content in over thirty languages.
Model Overview
Each vehicle page gives as much space as possible to imagery, key figures, and model detail. Visitors can move from high‑level overview into galleries, specifications, finance information, dealership routes, or the vehicle configurator.
Vehicle Configurator
The configurator is central to the automotive purchase journey, giving customers a way to explore how individual and varied their chosen vehicle can be. Subtle animation and responsive layout behaviour help the experience feel immersive across desktop and smaller screens.
The configurator uses a back‑end image‑generation process that renders vehicle imagery from 3D model data as options are selected, then caches generated images when the same configuration is requested again.
All‑Electric British Hypercar
WordPress gives the client control over model and launch content through a library of flexible components and layouts. For the Evija, those components supported richer storytelling around the all‑electric hypercar, including animation, video, and engineering‑led visual content such as the aerodynamics sequence.
Pre‑Owned Car Sales
The Pre‑Owned section supports visitors looking for used Lotus models through filtering by model, trim, location, and other criteria. It connects to dealership stock systems and updates automatically as vehicles become available or are sold.
Dealership Finder
The dealership finder helps visitors locate specialist Lotus retailers through postcode search or browser geolocation. It follows the same image‑led pattern as the wider site while supporting a practical sales journey from exploration to local dealer contact.
