This product offensive is key to the Lotus strategy of moving upmarket. With Proton’s money and a new CEO, ex-Ferrari man Dany Bahar, the intention is to transform the company into a manufacturer of premium vehicles to compete with the likes of Porsche and Ferrari.
Ambitious, but in some respects the plan smacks of déjà vu. That’s because something similar was attempted in the past, with a range of models that included the previous generation Elite and Esprit. It didn’t work then, and consequently Lotus reverted to its traditional heartland - a family of small, lightweight sports cars that started with the original Elise.
Both public and press alike reacted well to those models (seemingly with the exception of the Europa, which was quietly dropped from the line-up earlier this year). However, financially they haven’t been too successful, with Lotus failing to be profitable for many years now.
Hence yet another change in direction, which will kick off with the new Esprit.
For more details of the Paris concepts, please see these posts:
2013 Lotus Esprit
2013 Lotus Elan
2014 Lotus Elite
2015 Lotus Elise
2015 Lotus Eterne
