Iconic British brand, Lotus, is said to be working on an “entry-level” vehicle, according to its CEO. In an effort to boost production from about 1,600 units annually to a very ambitious 5,000, the company will be introducing a sportscar that will be suitable for daily driving, and slot it just below the almost $100k Evora GT. This should be welcome news to all enthusiasts and especially fans of this magnificent but troubled brand with a sparkling racing pedigree.
Daily Performer
Lotus CEO Phil Popham, speaking with Automotive News Europe, alluded to the fact that the company will be unveiling the as-yet-unnamed car in about a year’s time. The car will be influenced by Lotus’ flagship hypercar, the Evija, although it will cost significantly less than the $2.5M its big brother commands.
Lotus will be emphasizing interior space and daily usability with the new car, according to Popham, and will add an extension to the factory in Hethel to produce the vehicle. The challenge for Lotus will be to ensure that the car is significantly different than the Evora while retaining the performance and sporting characteristics of a Lotus.
Singular Vision
Lotus’ Chinese owners, Geely, have pumped much-needed cash into the British automaker, and this is allowing it to develop more models and bolster its lineup. However, it seems that Lotus is marching to its own tune when it comes to new models. Whereas many historical exotic sportscar manufacturers including Porsche, Lamborghini and Aston Martin have been cashing in on the unending SUV craze, Lotus seems to be sticking to its tried-and-true formula of offering relatively affordable sportscars.
However, in order to find new customers, Lotus needs to be more pragmatic and appeal to a larger swath of customers who may not necessarily be hardcore sportscar fans, and hence the new shift towards utility and usability within the context of the company's vision.
Bonus of a Lotus
A new Lotus model is always welcome news. After the Evija, this is the second new Lotus model that will be forthcoming. For Lotus fans, it's almost like Christmas in April.
Sources: Road and Track, Automotive News Europe