**short version for newcarnet**
Having never owned one or contributed to the company's bottom line in any other significant manner, I cannot claim to be a Lotus purist despite holding the marque in great affection. And I'm sure if everyone complaining about them abandoning their core values was an owner, a reinvention wouldn't be necessary – but it is.
Announcing an 1800kg Lotus just as a 999kg Lambo is unveiled is not great timing - but isn't their biggest problem. I'm sure the Lotus name resonates with those who have no familiarity with Colin Chapman or his engineering philosophy, so there is potential to exploit. I still don't hold with the Porsche Cayenne, but any fool could see it was going to sell like hotcakes.
Having never owned one or contributed to the company's bottom line in any other significant manner, I cannot claim to be a Lotus purist despite holding the marque in great affection. And I'm sure if everyone complaining about them abandoning their core values was an owner, a reinvention wouldn't be necessary – but it is.
Announcing an 1800kg Lotus just as a 999kg Lambo is unveiled is not great timing - but isn't their biggest problem. I'm sure the Lotus name resonates with those who have no familiarity with Colin Chapman or his engineering philosophy, so there is potential to exploit. I still don't hold with the Porsche Cayenne, but any fool could see it was going to sell like hotcakes.
The designs themselves are a little underwhelming, and the 'same sausage, different lengths' strategy doesn't help this; but this isn't their biggest problem either.
No, their biggest problem is that whilst the new range may bring in a whole new demographic, it's by definition three years away - and seems to be at the expense of their customer base. A potential Elise customer may decide to go for one of the final 'old-school' Lotuses but is probably more likely to hold out for the new one. And if the new Elan really is 'the only car you'll ever need' (surely a strange tagline when relaunching a complete range?) and a 2+2, why buy an Evora at all? (worse yet – what if you've just taken delivery of one?)
The other major issue is that, in a single stroke, they've unveiled what must (surely??) be their entire product plan for the next 5 years – a very public commitment. Given their troubled history, surely Lotus insiders could have predicted the scepticism that's greeted this highly ambitious plan; given that same history, would it not have been better to underpromise and overdeliver? Let us hope it doesn't end up the other way around.
Finally the idea that - a) six new Lotus concepts would not attract sufficient media attention without a celebrity garnish, and b) that Naomi Campbell, Brian May, Stephen Baldwin & Mickey Rourke were the answer to this particular conundrum - is probably both a sad indictment of our celeb obsessed culture and the PR's competence.
Besides it's over the next few years when they have bugger-all new to show that they really will need a celeb distraction...
Finally the idea that - a) six new Lotus concepts would not attract sufficient media attention without a celebrity garnish, and b) that Naomi Campbell, Brian May, Stephen Baldwin & Mickey Rourke were the answer to this particular conundrum - is probably both a sad indictment of our celeb obsessed culture and the PR's competence.
Besides it's over the next few years when they have bugger-all new to show that they really will need a celeb distraction...
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