Lotus and Automobile Magazine Issue March 2011
Discussion
Has anyone read the interview with Lotus' Danny Bahar in the March 2011 issue of Automobile? As a long time enthusiast of anything British, my concerns lay in the future of what is quite possibly the last standing saving grace of Britians only mainstream sport car manufacturer, Lotus. My thoughts on the direction of this fine company, I believe, are on par with every journalists and enthusiasts thoughts alike - initial confusion followd by excitement. I can't tell if the butterflies I have in my stomach are from nervousness for the future of Lotus, or from what is arguably one of the most important and exciting times in the companys rich history; it is quite possibly both.
In the same issue of Automobile, an opinion column by Jamie Kitman shows that I am not the only one, and I suppose the recent flood of posts on this site as well prove I am not the only one who has mixed emotions. Looking at the intial unveiling on the web of the new future line-up of Lotus, I was struck with the same mixed emotions in regards to the styling of the new cars as I was on the intial unveiling of the Evora, which was at odds with the styling, as it seemed indifferent, somewhat disproportionate and dare I say, fugly. But as with anything new, I think as people we tend to try and overlay past designs (familiarity) over new ones in our minds (imaginations) and in not being able to find a sense of familiarity we get lost in trying doing so. That is, get lost in trying to find comparisons and similarities from past models (looking for that distinct styling which has made up the DNA of these cars). It is like trying to find some semblence in a family photo of 3 generations of offspring, and when we come up short, our eyes deceiving us, we are put off by the new styling cues. But, and I think the majority of us here, find that once our eyes adjusted to it (i.e. the Evoras styling) we did in fact find those clues of DNA (familiarity) and it is safe to say that we can now say the Evora is unequivocally a Lotus, and of Lotus bloodline a natural and beautiful evolution of such.
The new Elan had this effect on me. But sadly, I can't say the same for the Esprit or any of the other new models on the future podium. If the new Lotus line-up was in fact that family portrait I spoke of earlier, mom might have some explaining to do, and dad might just suspect something of the milk man. To be honest, with all the artists renditions of the new Esprit (and I do understand that it was all just speculation) I really had imagines it being more along the lines of the groundbreaking styling of the new Ferrari 458 Italia (on page 56 of Automobile) or like the Lamborghini Gallardo (which was evident in that white artists rendition of the "new Esprit" that was floating around the web and even showing up in some magazines for a while now). I was particularly dissapointed in the rear of the new Esprit. I will even go as far as to move past saying it is fugly, and come right out and say this, it is downright hideous, nothing short of an abomination!
However, a firm believer that if one business model (and this goes for anything in life) doesn't work (i.e. sticking with what has essentially been the same model line-up, the Elise, with 50 different variations) the natural next step and wise thing to do is to try a different approach. Which in this case of course is opening to the idea of realizing it cannot survive on die hard fans alone and moving up the ladder to appease those with a vastly higher income bracket.
Mr. Bahar has been quoted in saying that Lotus has never held the sole belief that its ONLY philosophy was set in stone in the way of only being restricted to building stripped down lightweight and borderline track toys only spare a minority who is so die hard they are accepting and willing to use their "toys" has minimalist everyday transportation. He states openly that although he does not deny that this has been Lotus' philosophy as of lately (see the past few decades!) it has been Colin Chapmans initiative to create cars that are to be the "whole package", and that it seems that the only reason they have not done this sooner (i.e. 550hp plus supercars with digital amenities and heavier vehicles) is in fact because of the lack of financial support, and therefore financial restrictions, or shall I say financial woes that has undoubtedly plagued the company since its inception. It is Bahars word that Colin Chapman was in the roadgoing game to turn a profit. And that is of course what they intend to do with this new line-up.
However exciting and hopeful this all sounds, one thing that scares me is what he says in the interview, that he and his business partners while changing the business model and taking a huge risk.... verbatim.... "It's like giving the company another last chance, so either we go down in glory or we really make it."
I of course with the very best to Lotus and all its brethern, but I would be lying if I said I wasn't worried about the future of this Legendary company.
Let's all hope to the automobile gods that Lotus "really makes it." I for one will always be rooting for them, and I also know that in time these designs will more than likely grow on me as so many before them. And of course, there is the argument that Loti weren't ever really photogenic, but in the flesh they become something entirely different, something that is nothing short of magic, something that always has managed to capture the essence of Colin Chapmans imagination, even so many years after his death.
In the same issue of Automobile, an opinion column by Jamie Kitman shows that I am not the only one, and I suppose the recent flood of posts on this site as well prove I am not the only one who has mixed emotions. Looking at the intial unveiling on the web of the new future line-up of Lotus, I was struck with the same mixed emotions in regards to the styling of the new cars as I was on the intial unveiling of the Evora, which was at odds with the styling, as it seemed indifferent, somewhat disproportionate and dare I say, fugly. But as with anything new, I think as people we tend to try and overlay past designs (familiarity) over new ones in our minds (imaginations) and in not being able to find a sense of familiarity we get lost in trying doing so. That is, get lost in trying to find comparisons and similarities from past models (looking for that distinct styling which has made up the DNA of these cars). It is like trying to find some semblence in a family photo of 3 generations of offspring, and when we come up short, our eyes deceiving us, we are put off by the new styling cues. But, and I think the majority of us here, find that once our eyes adjusted to it (i.e. the Evoras styling) we did in fact find those clues of DNA (familiarity) and it is safe to say that we can now say the Evora is unequivocally a Lotus, and of Lotus bloodline a natural and beautiful evolution of such.
The new Elan had this effect on me. But sadly, I can't say the same for the Esprit or any of the other new models on the future podium. If the new Lotus line-up was in fact that family portrait I spoke of earlier, mom might have some explaining to do, and dad might just suspect something of the milk man. To be honest, with all the artists renditions of the new Esprit (and I do understand that it was all just speculation) I really had imagines it being more along the lines of the groundbreaking styling of the new Ferrari 458 Italia (on page 56 of Automobile) or like the Lamborghini Gallardo (which was evident in that white artists rendition of the "new Esprit" that was floating around the web and even showing up in some magazines for a while now). I was particularly dissapointed in the rear of the new Esprit. I will even go as far as to move past saying it is fugly, and come right out and say this, it is downright hideous, nothing short of an abomination!
However, a firm believer that if one business model (and this goes for anything in life) doesn't work (i.e. sticking with what has essentially been the same model line-up, the Elise, with 50 different variations) the natural next step and wise thing to do is to try a different approach. Which in this case of course is opening to the idea of realizing it cannot survive on die hard fans alone and moving up the ladder to appease those with a vastly higher income bracket.
Mr. Bahar has been quoted in saying that Lotus has never held the sole belief that its ONLY philosophy was set in stone in the way of only being restricted to building stripped down lightweight and borderline track toys only spare a minority who is so die hard they are accepting and willing to use their "toys" has minimalist everyday transportation. He states openly that although he does not deny that this has been Lotus' philosophy as of lately (see the past few decades!) it has been Colin Chapmans initiative to create cars that are to be the "whole package", and that it seems that the only reason they have not done this sooner (i.e. 550hp plus supercars with digital amenities and heavier vehicles) is in fact because of the lack of financial support, and therefore financial restrictions, or shall I say financial woes that has undoubtedly plagued the company since its inception. It is Bahars word that Colin Chapman was in the roadgoing game to turn a profit. And that is of course what they intend to do with this new line-up.
However exciting and hopeful this all sounds, one thing that scares me is what he says in the interview, that he and his business partners while changing the business model and taking a huge risk.... verbatim.... "It's like giving the company another last chance, so either we go down in glory or we really make it."
I of course with the very best to Lotus and all its brethern, but I would be lying if I said I wasn't worried about the future of this Legendary company.
Let's all hope to the automobile gods that Lotus "really makes it." I for one will always be rooting for them, and I also know that in time these designs will more than likely grow on me as so many before them. And of course, there is the argument that Loti weren't ever really photogenic, but in the flesh they become something entirely different, something that is nothing short of magic, something that always has managed to capture the essence of Colin Chapmans imagination, even so many years after his death.
Edited by ESOG on Monday 7th February 23:29
There have been a considerable number of thread on PH, in various areas apart from this one, where a lot of people have expressed concern about the direction Bahar is taking. Its' difficult to understand how he hopes to achieve what he clearly wants to achieve, given Lotus' history and position within the market place.
I agree that Chapman wanted to move upmarket, hence the Esprit, Elite, Eclat, Excel. Unfortunately, he died in the middle of that process and the company lost his drive and reverted back to tactics to stave off financial ruin. However, even Chapman's approach seemed to be evolutionary rather than the dramatic "step-change" that Bahar is championing. It seems to me that it really is "kill or cure". Regrettably, in doing this, Bahar has moved the company away from its existing loyal customer & supporters. The F1 debacle isn't helping him much either.
Personally, I'm putting aside a £1 a week to buy whatever is left of Lotus when Bahar is finished. I may even approach Tony Fernandes to see if we can do something as a joint venture.
I agree that Chapman wanted to move upmarket, hence the Esprit, Elite, Eclat, Excel. Unfortunately, he died in the middle of that process and the company lost his drive and reverted back to tactics to stave off financial ruin. However, even Chapman's approach seemed to be evolutionary rather than the dramatic "step-change" that Bahar is championing. It seems to me that it really is "kill or cure". Regrettably, in doing this, Bahar has moved the company away from its existing loyal customer & supporters. The F1 debacle isn't helping him much either.
Personally, I'm putting aside a £1 a week to buy whatever is left of Lotus when Bahar is finished. I may even approach Tony Fernandes to see if we can do something as a joint venture.
I find myself replying to threads like these and just getting annoyed with the usual knee jerk reactions to change. The Evora received a shamefully dismissive reaction from Pistonheads, yet it seems to be maturing into a bit of a gem.
There's nothing to say that the new direction is the right one, but Lotus undoubtedly had to do something and make a significant change to continue to exist in this changing world. Historically, they seem to have done the best when they have their backs to the wall, so I'm rather reassured by Bahar's comments - the best work happens when engineers know it's a 'last chance'.
Though the Esprit is obviously the headline vehicle, I too am disappointed that the design appears relatively uninspiring. I'll reserve judgement 'till I see it in the flesh though. For me the two interesting cars in the line up are the Elite and new Elise. The first looks like a really sophisticated evolution of the Evora package, and the second is not such a departure from the existing Elise as some seem to make out.
Let's see what Lotus actually deliver and then pass judgement.
There's nothing to say that the new direction is the right one, but Lotus undoubtedly had to do something and make a significant change to continue to exist in this changing world. Historically, they seem to have done the best when they have their backs to the wall, so I'm rather reassured by Bahar's comments - the best work happens when engineers know it's a 'last chance'.
Though the Esprit is obviously the headline vehicle, I too am disappointed that the design appears relatively uninspiring. I'll reserve judgement 'till I see it in the flesh though. For me the two interesting cars in the line up are the Elite and new Elise. The first looks like a really sophisticated evolution of the Evora package, and the second is not such a departure from the existing Elise as some seem to make out.
Let's see what Lotus actually deliver and then pass judgement.
marshalla said:
Personally, I'm putting aside a £1 a week to buy whatever is left of Lotus when Bahar is finished.
You're a few months too late. Before Bahar's tenure Proton was considering splitting the Group to keep Engineering and sell off Cars. They had one or two offers on the table for Cars, the largest of which was £10. (Yep a tennner)So if your cynical outlook thinks all things were rosy and the new direction is a bad thing, then you're mistaken. Cars wasn't viable selling the previous product, so it's fortunate that Bahar has secured the huge cash injection for Group and has plans to turn the enterprise around.
Tuna said:
I find myself replying to threads like these and just getting annoyed with the usual knee jerk reactions to change. The Evora received a shamefully dismissive reaction from Pistonheads, yet it seems to be maturing into a bit of a gem.
There's nothing to say that the new direction is the right one, but Lotus undoubtedly had to do something and make a significant change to continue to exist in this changing world. Historically, they seem to have done the best when they have their backs to the wall, so I'm rather reassured by Bahar's comments - the best work happens when engineers know it's a 'last chance'.
Though the Esprit is obviously the headline vehicle, I too am disappointed that the design appears relatively uninspiring. I'll reserve judgement 'till I see it in the flesh though. For me the two interesting cars in the line up are the Elite and new Elise. The first looks like a really sophisticated evolution of the Evora package, and the second is not such a departure from the existing Elise as some seem to make out.
Let's see what Lotus actually deliver and then pass judgement.
Much agreed. I have been following your posts Tuna in regards to Lotus, and have found that we share the same enthusiasm as well as the same defense mehcanism when it comes down to defending Lotus's decisions.There's nothing to say that the new direction is the right one, but Lotus undoubtedly had to do something and make a significant change to continue to exist in this changing world. Historically, they seem to have done the best when they have their backs to the wall, so I'm rather reassured by Bahar's comments - the best work happens when engineers know it's a 'last chance'.
Though the Esprit is obviously the headline vehicle, I too am disappointed that the design appears relatively uninspiring. I'll reserve judgement 'till I see it in the flesh though. For me the two interesting cars in the line up are the Elite and new Elise. The first looks like a really sophisticated evolution of the Evora package, and the second is not such a departure from the existing Elise as some seem to make out.
Let's see what Lotus actually deliver and then pass judgement.
I LOVE the Evora, it is stunning! Speaking of which, heres a question for all.
If the Evora, less the rear seats and inmplanted with a more powerful output, was the new Esprit, would you be satisfied?
I will tell you, I would be VERY satisfied.
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