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Established by Colin Chapman over seventy years ago in Hethel, England, Lotus Cars has faced financial challenges on and off since its inception. Talks of the brand’s revival have surfaced over the years, with the most recent being in 2010 when then-president Dany Bahar made bold promises at the Los Angeles Auto Show, none of which materialized. Interestingly, despite its limited presence, Lotus still markets vehicles in the US. The sole model, the Evora, priced at $90,000, boasts a supercharged 3.5-liter Toyota V6 engine with 400 horsepower. While the Evora has been on sale for a decade, it left a lasting impression when tested in 2011.
For enthusiasts of unique British vehicles, Lotus is now getting another shot at a revival under the ownership of Geely, the Chinese automotive giant also holding Volvo and Polestar, having acquired a 51% stake in the company a year and a half ago.
According to new Lotus CEO Phil Popham, the brand’s association with Geely brings forth substantial investment and vision for growth, aiming to restore Lotus to its former glory and beyond.
So, what can enthusiasts of lightweight, agile sports cars expect? The immediate plan involves introducing a more potent GT version of the Evora, with enhanced features and performance.
Looking ahead, rumors suggest a high-performance electric hypercar and a brand-new sports car on the horizon, promising to uphold Lotus’s legacy of exceptional handling and lightweight characteristics whilst catering to a broader audience through enhanced comfort and technology. Expected to be priced similarly to the Evora, the new car may rival the Porsche 911 in terms of cost.
While focusing primarily on sports cars initially, Lotus envisions a five-year strategy that involves developing new platforms. The future lineup is set to embody the brand’s ethos of innovation, pioneering spirit, and driving experience, hinting at potential diversification beyond traditional sports cars.
Phil Popham hints at expanding beyond sports cars, possibly exploring new vehicle forms, leveraging Geely’s resources without compromising Lotus’s essence through rebadging.
Regarding production expansion, Popham remains open to various possibilities, hinting at increased international presence while emphasizing Lotus’s commitment to authentic design and engineering.
Amidst the era of electrification and autonomy, Lotus aims to strike a balance between embracing AV technology for enhanced driving experiences and preserving the joy of driving, leveraging Geely’s engineering expertise and resources.
As Lotus progresses in its latest evolution, the prospect of an all-electric, autonomous Lotus Crossover built in China excites enthusiasts, possibly reviving the iconic Elan nameplate.
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