Lotus Jumps On The Personalization Bandwagon

What automaker will slap a big Union Jack on the roof of your car?

» Related: Lotus Announces its Exige Sport 350

It used to only be Mini, which will still cram all kinds of other crazy stuff on vehicles for some healthy markups. Now that Lotus has gotten on the personalization bandwagon, which is now crowded.

Pretty much every automaker is doing factory or dealer-installed personalization in these crazy modern times, even Nissan and Honda. It’s a great gig, because people who don’t drive a Camry want to avoid walking up to the wrong car in a parking lot.

These manufacturer-sanctioned flags, flames, piano black interior trim, magic eight ball shifter knobs and such are also a great source of revenue for automakers. Porsche is the master of taking a fairly reasonably-priced vehicle and skyrocketing the cost by letting people add certain items. Considering that Lotus has been in all kinds of financial pain, this new strategy is a good thing. The only thing is it could add some tackiness, not lightness.

Astute automotive enthusiasts will point out that this isn’t the first time Lotus has offered customizations. Instead of outsourcing the program to Mansory, the British automaker is doing all the heavy lifting itself.

The Lotus Exclusive program actually sounds like it could be quite nice. Instead of directing shoppers to a cold, impersonal website loaded with enough options to make your brain quiver with confusion, a consultant walks you through the entire process. Buyers can get custom paint colors and finishes (gloss, matte, metallic or pearlescent) to match their ephemeral whim, body graphics (probably not the eagle from the Eclipse in the Fast and the Furious) and more. Hardcore customers can even go for full-blown race prep.

If you have a Lotus and don’t want to part ways with the thing just to get some sick manufacturer customizations, you’re in luck if it’s an Elise, Exige, Evora or 3-Eleven. The Lotus Exclusive program can be used on any Lotus, but some options mean shipping the car back to the factory.

The only big downside is if you don’t live in Europe the program doesn’t exist, at least for now.