why not penetrate Europe before the costly exercise of USA.
Discussion
Answer me this people:
Why can't Lotus pierce the European bubble before venturing accross to the States. Our European friends harbour massive potential and surely could be an inexpensive but lucrative market to penetrate first? (I know there are dealers and some people in europe who have a Lotus, but very few.)
Why can't Lotus pierce the European bubble before venturing accross to the States. Our European friends harbour massive potential and surely could be an inexpensive but lucrative market to penetrate first? (I know there are dealers and some people in europe who have a Lotus, but very few.)
The Federal Elise program is about penetrating the "international" market, not just the USA market, and setting it up for the successor of the Esprit by offering the Elise as a stepping stone. The market in Europe and elsewhere should expand to fill the volume capable with the new production facilities.
The "costly exercise" was in producing the 340R and the Exige for "track use only" versions without even considering the consequences that ignoring the roadable worldwide market for a high demand item like the Elise. Those exercises alone cost Lotus dearly in the worldwide sports car market - the strategy did not even exist, and the production facilities did not exist. The future looks brighter with the new strategy, but Lotus must execute on-time and not disappoint.
If lotus are trying to expand internationally then surely they will spread their assets too thinly. I think that concentrating on Europe would limit the risk to the absolute. After all the last thing we want, particularly in this climat (financial) is for Lotus to go into liquidation after trying to get to greedy for sales!
The real risk Lotus face is one of timing of product to market - besides, they already sell LHD models in the German market - that's European last I checked? I do not know the extent to which Lotus markets the Elise in Europe, however, specifically with regard to emissions, TUV, etc. With the increased production capacity, the risk they face the most is not having a product out there to generate revenue that they can then feedback into their excellent R&D, while other marques are enjoying the advantage - e.g. GTM Libra which will compete with the Elise. Lotus are right to NOT limit their vision of the future by limiting their markets.
Lotusetude,
"Lotus are right to NOT limit their vision of the future by limiting their markets."
I am not talking about limiting their vision, I'm talking focusing their vision and taking one step at a time!
Secondly, although lotus do make LHD cars, I'm talking about a proper push into Europe with marketing campaigns etc. Producing a few LHD cars is hardly breaking a market!
"Lotus are right to NOT limit their vision of the future by limiting their markets."
I am not talking about limiting their vision, I'm talking focusing their vision and taking one step at a time!
Secondly, although lotus do make LHD cars, I'm talking about a proper push into Europe with marketing campaigns etc. Producing a few LHD cars is hardly breaking a market!
As a US citizen 
I have to agree that the best/safest bet for lotus I would think would be going towards Europe first. Although, I can't help but wonder if lotus could produce cars with out the rover engine and drivetrain to help aid the US conversion to a honda power and drivetrain. That would make the possibility of owning a US street legal elise, much cheaper assuming lotus would sell cars with the above for less. The other thing that gets me is when Lotus talks about reducing the door sill leap. Who cares? Why would we in the US be more sensitive than you on the big island. Americans love sports cars perticularly when they are a total pain to live with. But anyway the emission laws here are strict. Does the rover actually spit flames on occasion?! We have charcoal filters on air escaping from our gastanks or it is fed back into the intake. We're not doing Kyoto but we do alot of other stuff.
PiB
I have to agree that the best/safest bet for lotus I would think would be going towards Europe first. Although, I can't help but wonder if lotus could produce cars with out the rover engine and drivetrain to help aid the US conversion to a honda power and drivetrain. That would make the possibility of owning a US street legal elise, much cheaper assuming lotus would sell cars with the above for less. The other thing that gets me is when Lotus talks about reducing the door sill leap. Who cares? Why would we in the US be more sensitive than you on the big island. Americans love sports cars perticularly when they are a total pain to live with. But anyway the emission laws here are strict. Does the rover actually spit flames on occasion?! We have charcoal filters on air escaping from our gastanks or it is fed back into the intake. We're not doing Kyoto but we do alot of other stuff. PiB
Probably also worried about fitting cupholders (a couple of mates work for Jag, and apparently you colonials are more concerned with number/positioning of cupholders than handling/ride of the car! - according to the complaints they get!) and stereotypically assuming you colonials are too lazy to climb in 
(a couple of mates work for Jag, and apparently you colonials are more concerned with number/positioning of cupholders than handling/ride of the car! - according to the complaints they get!) and stereotypically assuming you colonials are too lazy to climb in In fact I wont buy the Elise unless it has at least 3 cup holders and Im not talking about the dinky kind that only hold small cups. I mean the BIG kind that can handle a large sized Rally's or McDonalds cup. I'd also like to see a fold down dinner tray on the passenger seat side, but I doubt this will happen.
Also I'd like to see the car come with 20 inch gold plated spinner rims as an option as I think that would look really good.
Jenn from the USA.
Also I'd like to see the car come with 20 inch gold plated spinner rims as an option as I think that would look really good.
Jenn from the USA.
It's simple, if you build a car that passes US standards, you can sell it just about anywhere (Europe included). Not true vice versa. Ignoring a market like the US is folly for Lotus. Especially since the US market essentially kept the Esprit alive. Without that market, the Esprit would have vanished long ago.
It's not so much a case of focusing on one market to solidify it. Lotus simply has to look over to these shores and see the massive amount of money in sales it does not realise each year there is no Federalized Elise.
It's really a no-brainer. I think from the flip-side, for Lotus (in their current position) to concentrate on Europe and NOT concentrate on the US would be suicide. Their cars are already available in Europe...how much can they truly grow with an improved ad campaign?
But if the Elise catches fire here...and like was said before, it greases the skids for their Esprit replacement. Based on past Esprit sales, they know the American market will likely carry that car as well.
It's not so much a case of focusing on one market to solidify it. Lotus simply has to look over to these shores and see the massive amount of money in sales it does not realise each year there is no Federalized Elise.
It's really a no-brainer. I think from the flip-side, for Lotus (in their current position) to concentrate on Europe and NOT concentrate on the US would be suicide. Their cars are already available in Europe...how much can they truly grow with an improved ad campaign?
But if the Elise catches fire here...and like was said before, it greases the skids for their Esprit replacement. Based on past Esprit sales, they know the American market will likely carry that car as well.
MadMike is correct in noting the USA spec Elise can and will lilely be sold world wide. According to Lotus both in the UK and USA, the USA market is essential, despite your "colonial" misgivings, to the survival of Lotus.
Our new Lotus dealer has orders for 20+ Elise. It's almost a given all 2,500-3,000 Elise brought to the USA will be easily sold. That is the point of a car manufacturer, to sell automobiles.
Besides why should you guys in Europe have all the fun?
Mark Pfeffer - Treasurer Lotus Ltd.
Our new Lotus dealer has orders for 20+ Elise. It's almost a given all 2,500-3,000 Elise brought to the USA will be easily sold. That is the point of a car manufacturer, to sell automobiles.
Besides why should you guys in Europe have all the fun?
Mark Pfeffer - Treasurer Lotus Ltd.
Pabs said:
After exhaustive research from Lotus Management into the next best way to loose as many millions of pounds as possible, it has been agreed that USA is the way to go. The Vauxhall deal was a good attempt, but this will seal Lotus's fate for good.
That would be the Vauxhall deal where GM pay for a new factory and then buy lots of cars? Real money loser that one.
Not using that factory when VX220 production stops would be silly.
Sorry to resurect this one but what a load of cobblers! The USA is THE market to have. Back in the day when MG and Triumph were going well they sold 70% of their output to the USA. Sports cars were outselling mundane family saloons, supposedly the mass market! Europe is a non starter, GB buys more sporting cars than just about everywhere else in Europe combined, only Germany contains petrolheads. And before you say "what about Italy", well they worship ferrari but are happy owning pandas. Go to France and see how many "fast" cars you see, and by this I include Hot-hatches, etc. Absolutely bugger all. If Lotus crack the US market they will be quids in and have spare cash to devlop the mental stuff for GB/Europe.
I agree completely with MadMike and JohnnyStorm (at least in so far as I can understand Johnny's curious English!). The Lotus in the US will sell because it is seen here as a very desirable mainstream European sports car. They need not advertize because all of the magazines are all already on top of it, and the production will be completely sold out by the time the dealer network is established.
it's about time another British sports car hits the American market in the tradition of MG and the others, and like them holding true to its core values. Thats exactly what we want. I have seen Jaguar mentioned in this thread, and they are rightly criticized for losing their core values. In spite of the fact that they will be successful, they have an entirely differnt customer than they once had.
Lotus will be in the limelight all by itself. It is already well respected here for its consulting and design (I own a Corvette ZR1 with the Lotus LT5, and it doesn't get much better than that-GM's money and Lotus' design!). The trick is for Lotus to come in with a Federal spec car that is not compromised in performance. That's the way the new car is being presented here by the press, and that makes Lotus unique in their price range.
A good move.
Regards, Art in Louisiana, USA (New to this forum)
1991 Corvette ZR1, 1965 retired Shelby Cobra DragonSnake replica, and several Jags (best was an Hess and Eisenhart convertible made from an early XJS V12!)
it's about time another British sports car hits the American market in the tradition of MG and the others, and like them holding true to its core values. Thats exactly what we want. I have seen Jaguar mentioned in this thread, and they are rightly criticized for losing their core values. In spite of the fact that they will be successful, they have an entirely differnt customer than they once had.
Lotus will be in the limelight all by itself. It is already well respected here for its consulting and design (I own a Corvette ZR1 with the Lotus LT5, and it doesn't get much better than that-GM's money and Lotus' design!). The trick is for Lotus to come in with a Federal spec car that is not compromised in performance. That's the way the new car is being presented here by the press, and that makes Lotus unique in their price range.
A good move.
Regards, Art in Louisiana, USA (New to this forum)
1991 Corvette ZR1, 1965 retired Shelby Cobra DragonSnake replica, and several Jags (best was an Hess and Eisenhart convertible made from an early XJS V12!)
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