The Lotus brand centre in London’s Piccadilly has been refitted to include a fully interactive sports car configurator.

The system allows consumers to choose the specifications of their new Lotus, before being referred to their nearest dealer for a test drive.

Lotus said the aim is to help consumers learn more about Lotus and get closer to the company’s pure and lightweight sports cars in central London.

Two of the company’s best-selling models are currently central to the showroom presence. The Elise 220 Cup and the Exige S take centre-stage. The new Lotus Evora 400, the fastest production Lotus ever, will be displayed later in the summer.

Jean-Marc Gales, chief executive of Group Lotus, said: “Our Piccadilly Brand Centre will be regarded as a must visit location in the West End. With this new Brand Centre concept, we will further introduce our exciting cars and illustrious brand to more fans and potential customers of Lotus.

“There is no better place, outside of our headquarters in Norfolk, to learn about Lotus and our stunning cars with the legendary Lotus benchmark handling. Now customers can get even closer to the cars and perhaps translate the dream of owning a Lotus into a reality.”