Time to get things in gear already.
It’s been a tough few years for Lotus. Back in 2010 at the Paris Motor Show the UK carmaker revealed six all-new concepts, one of which was a reborn Esprit. None of them came to production and the CEO behind them, Dany Bahar, was later fired for numerous reasons. Lotus was then forced to go back to square one. A new CEO was brought in to turn things around, starting with getting the books in order. Oh, and the Elise and Exige are no longer sold in the US; the Evora remains the sole Lotus for America – but not until 2016.
It took some time but last March at Geneva the Evora 400 was revealed. Huge improvement but still not on par with its Porsche 911, Jaguar F-Type, and Mercedes-AMG GT rivals. OK, right, there’s the new 3-Eleven. Great track car. Not a realistic road car. Point being, Lotus needs more – much more – than a heavily refreshed Evora to survive. To its credit, a revamped Elise is supposedly on its way back stateside but that’s still not enough. The upcoming Lotus SUV? Really? What Lotus desperately needs is a completely new flagship sports car. An SUV will help pay the bills but a new sports car will rehabilitate the brand. Until that happens Lotus will continue losing ground to its rivals. Question is will it ever be able to regain it?