Charlie Cooksey interviews Karl Hamer, CEO, Adamas Motors on the newly launched Lotus showroom in Bahrain.
You describe the new Lotus Bahrain showroom as a “world first”. What do you mean by that?
Bahrain’s market is not the biggest in the world, we all know that. Although it’s a conservative market, people here love their cars.
Our business is in the Asia Pacific and Middle East only so when we had the chance to go into Bahrain, I jumped at it. Motor retailing has changed and now it’s all about giving lifestyle experiences. I wanted to build the world’s first department store for cars in a high-end fashion in the center of Manama’s financial district.
The Bahrain showroom is the first in the world to display Lotus’ new retail identity.
Where does the name Adamas come from?
When I was forming the company, I didn’t want it to be in my name. I wanted a brand of our own so that when you hear it across Asia Pacific and the Middle East, you’ll immediately know it’s synonymous to luxury.
The name Adamas was inspired by its Latin origin of a diamond – unbreakable, indestructible and invincible.
We understand that Bahrain will be among the first three countries in the world to take delivery of the new Emira and only the US and UK will have it before Bahrain. Why Bahrain?
The heritage here is among the oldest in the world. It also has its own Grand Prix Circuit. Bahrain is well-known for its love of cars. It’s a wonderful place here.
Despite being an iconic British sports car brand, Lotus is new to Bahrain. How do you plan to enter this highly competitive local market?
We will give the best level of service that we can while offering exceptional new products, particularly in the EV sector.
The environment is changing and more and more people are considering EVs – Lotus aims to lead in that area. Already, the new Emira has sold nearly 100 cars! The product is very acceptable and it is of great value. All Lotus cars after the Emira will be EVs.
For more information on Lotus Bahrain, call 3817 0007 or visit https://www.lotuscars.com/en-GB/.
For more information on Adamas Motors, call 1721 1398 or visit https://adamasmotors.com/.