What does Lotus need?

[G.Irish]

Here we go, Lotus to debut 5 concept vehicles at the Paris Auto Show: <!-- m --><a class="postlink" href="http://www.autoblog.com/2010/07/09/rumormill-lotus-to-show-off-next-esprit-two-new-gts-one-roads/">http://www.autoblog.com/2010/07/09/rumormill-lotus-to-show-off-next-esprit-two-new-gts-one-roads/</a><!-- m -->

Lotus is also actually going to work with Cosworth on engines, but unfortunately they'll just be tuning Toyota engines rather than giving Lotus all-new Cosworth engines =/.

[Evan]

Along the same lines,
<!-- m --><a class="postlink" href="http://www.autocar.co.uk/News/NewsArticle/AllCars/251283/">http://www.autocar.co.uk/News/NewsArticle/AllCars/251283/</a><!-- m -->

"As part of its attempt to re-position the brand as a competitor to Ferrari and Aston Martin, Lotus is axing its entire European dealer network in an effort to revamp the level of customer service provided by its sales centers.

Lotus CEO Dany Bahar alerted dealers that their contracts would not be renewed on July 18, 2012 (giving them two years notice, as per their contracts), however dealers are eligible to apply for a new contract under undisclosed terms.Lotus is expected to unviel their new strategy at the Paris Auto Show in September, but rumors say that they will abandon the hardcore "simplify and add lightness" mantra that has driven the company since its inception in favor of more luxurious Grand Touring cars. With the 2011 Elise able to get just under 40 mpg and emit minuscule amounts of C02 while still hitting 60 mph in 6 seconds, we're pretty confident that Lotus would benefit from staying the present course."


the "rumor" certainly goes along with everything they have been doing, and IMO is a absoultely abysmal business decision. Abandon a growing market that you have dominated in favor of an overcrowded, unstable, low volume and highly competitive market segment where the competition is entrenched and has much better branding (and where branding means everything short of the car itself)

I guess I wont sell my Exige after all. sounds like it will be the last true sports car

[Steve85]

much better branding (and where branding means everything short of the car itself

Yup...

The thing that stuck out for me was the use of a Toyota engines, tuned or not. They designed the engine that went into the C4 ZR1s, a beautiful, powerful, bullet proof motor (built by MerCruiser, GM had nothing to do with it really) so it's not like engines , and outsourcing the build, are out of their scope of expertise. I guess that was long time ago...

Ferrari and Aston Martin do not and would not sell cars with tuned Fiat and Rover motors. These things matter."Powered by Camry" is a tough sell in this market segment.

All that said, they will be successful. There is no shortage of people that will drop the money on them to be the few that have them. The ones who will buy things they don't really need or like as a means of saying "Look at me I'm different".

[G.Irish]

Ugh, if they truly are abandoning their lightweight heritage Lotus will just be another wanna-be. I hope that is not the case but the fact that they're supposedly bringing 2 GT concepts to the Paris show does not bode well.

I could understand revamping the dealer network to get things upscale, but not if they're just gonna make a bunch of luxo barges.