Caterham Seven to Enter Chinese Market in 2012
Caterham Cars has signed an agreement with Courtenay Trading International to sell the Seven in China, targeting 30 to 50 units in the first year.
Caterham Cars will begin selling its Seven sports car in China from January 2012, following an agreement with importer Courtenay Trading International. The move marks Caterham’s first official entry into the Chinese market, expanding the British manufacturer’s presence in Asia beyond its established foothold in Japan.
Courtenay Trading International will handle distribution, with an initial target of 30 to 50 Caterham Sevens sold in the first year. The agreement gives Chinese buyers direct access to the lightweight, open-top sports car that traces its roots to the original Lotus Seven. Caterham’s entry comes as more specialist and luxury brands look to China, attracted by a growing market for niche vehicles despite broader economic headwinds affecting mass-market sales.
Caterham’s strategy for global growth
Caterham’s move into China is part of a wider effort to build the brand’s global profile. The company’s international business manager, David Ridley, described the Chinese launch as a key step in Caterham’s ambitions to become a global marque. While the Seven remains the core offering, the agreement with Courtenay Trading International could also lay the groundwork for future models, including track-focused variants such as the Lola SP/300.R prototype, which had been presented earlier in 2011.
Caterham’s arrival in China follows a trend among specialist and performance brands expanding into new markets. Harley-Davidson, for example, doubled its sales in China by expanding its dealer network, while manufacturers such as Lamborghini have also launched China-specific editions. The Seven’s entry is more modest in scale, but it reflects the growing appetite for enthusiast cars among Chinese buyers willing to look beyond mainstream luxury brands.
What it means for Caterham and Chinese buyers
For Caterham, the move offers a chance to reach new customers and test the appetite for British performance cars in a market dominated by large saloons and SUVs. For Chinese buyers, it brings a distinctive, driver-focused sports car that stands apart from the high-volume imports and domestic models already available. If initial sales targets are met, the importer could look at expanding the range or introducing additional Caterham models in the future.
- Caterham Seven: Lightweight, open-top sports car, based on the original Lotus Seven
- Lola SP/300.R: Track-only prototype, potential future addition to the Chinese line-up
Caterham’s entry into China begins in January 2012, with the first Sevens available through Courtenay Trading International. The initial response will determine whether other specialist British marques follow suit or expand their own presence in the world’s largest car market.
