Lotus Cars Malaysia taps paid media agency to accelerate digital growth

Lotus Cars Malaysia (LCM) has appointed NP Digital as its paid media agency of record, marking a key step in the brand’s digital resurgence and reintroduction to Malaysian drivers.

Under the new remit, NP Digital will oversee strategy, management, and performance optimisation across Meta (Facebook and Instagram) and Google Search ads. The mandate centres on brand awareness and lead generation, targeting Malaysia’s discerning and increasingly tech-savvy automotive audiences.

The appointment comes as LCM accelerates its digital engagement in tandem with an all-new product lineup, led by the all-electric Eletre SUV – billed as the world’s first all-electric hyper-SUV.

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Distributed under the Karrus Automotive Group’s Lotus Karz Sdn Bhd, LCM delivered over 200 units in 2024 alone. The Malaysian automotive market hit record highs last year with more than 816,000 vehicles sold, a 2.1% year-on-year increase, fuelled by rising demand for electric vehicles.

NP Digital’s role goes beyond tactical execution. Through data-driven strategy and creative storytelling, the agency aims to grow LCM’s reach, build a passionate community, and connect with younger audiences seeking performance, sustainability and design.

The partnership is secured on a retainer through 2025, with plans for long-term collaboration. It also adds to NP Digital’s growing Southeast Asia portfolio, reinforcing its position as a go-to digital agency for premium, globally recognised brands. 

“We’re rebuilding Lotus Cars Malaysia with passion and purpose,” said Justine Ong, head of marketing at LCM. “That’s why we chose a partner who believes in the brand as much as we do. When you start from scratch, conviction matters just as much as capability.”

“Partnering with a brand as renowned as Lotus Cars Malaysia is a milestone that reflects the confidence global brands place in NP Digital’s ability to drive real business outcomes,” said Marcus Siow, senior director of business development at NP Digital. “It also marks our continued diversification across business sectors – including a growing momentum in the automotive space.”

Lotus Cars Malaysia has been making a notable comeback in the country, driven largely by its bold push into the electric vehicle (EV) segment with the launch of the all-electric Eletre SUV. As the Malaysian automotive market records steady growth, demand for EVs is rapidly rising, reshaping consumer buying patterns. In fact, in October last year, the ministry of investment, trade and industry (MITI) said it was keeping to its target of getting 10,000 EV charging stations in place in Malaysia by 2025. 

Moreover, the surge in digital transformation within Malaysia’s automotive sector is evident as legacy British brands double down on data-driven marketing to engage evolving consumer preferences too

Earlier in March this year, it was reported that MG Motor Malaysia, the local arm of renowned British auto manufacturer MG, a brand under SAIC Motor, has appointed Digital Symphony as its official digital marketing agency in Malaysia. This strategic partnership is set to strengthen MG Motor Malaysia’s digital presence, with a key focus on driving sales and expanding its footprint in the Malaysian market.  

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