I think Lotus are going down the wrong direction, the cars they are intending to make will not sell, and here is why.
The Elan, first of all it is £75,000, who the **** is going to buy some plastic car made in norfolk that costs the same as the Porsche 911 Carrera S, i tell you who, know one, the Evora costs 50K and that is not walking out of the showrooms and because of this it is getting axed in 2 years. The Evora is a Cayman rival and it cant outsell that so why will Lotus outsell one of the best cars in the world? even if the new Elan is better, hardly anyone will buy it because lotus just do not make cars of this calibre and they never will; and lets face it, we all know what happens to around 95% of 911 rivals, they dont succeed.
Esprit, £110,000, why? who will buy this over the 911 Turbo and Audi R8, the 911 Turbo is considered one of the best all round super cars in the world, people are not buying 50K lotus's let alone £110,000 Lotus's, it is dead before it's born let alone hoe good or bad and how fast it is.
Elite, Looks great, will go like stink but £115,000, it doesn't have a hope in ****, people will buy the Porsche 911 Turbo, DB9, Bentley, Maserati GTS Stradale etc, again this is dead before it's born.
Finally the Eterne, it looks radical but how many people are going to say, i dont want the Pananmera, i dont want the QP GTS, i dont want the 7 Series, i dont want the S Class, i dont want the Rapide, i want the Lotus, chances of this, nill. It costs a whopping £120,000, it is super quick and looks great, but it will not sell.
And i have not finished yet.
Look at the Lotus dealers, they are not fit to sell 70K+ cars, look at Lotus's rival makers for this sector such as Porsche, Audi, Aston Martin, the showrooms are all top quality, high tech and look fabulous, Lotus must address this.
Chirs Harris sums up Lotus's problem in his column in this months Evo, they make great cars, but they cant compete with the competition they wish to. I have to agree, and also, Lotus have not made a profit for 5 years.
I am sorry Lotus, as much as i love the cars such as the Exige, i would ache to own one and i am sure many others do, but i dont think anyone else will ache to own the new models they have proposed.
Andy, i know what you will probably say, " i one billion % disagree"