Sunday 9th December 2001

20% Target

Lotus is reported to be looking for 20% more sales worldwide as it tries to reduce its dependence on UK sales. Lotus business development manager Glen Moir has been quoted as saying: "Product awareness is better in Asia than Europe. In Europe the volume is not there for dealers so they are not making money and therefore not promoting the brand."

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[wallabyguy]

If Lotus wants to sell 20% more vehicles it should focus on Asia. However, If Lotus wants to sell 100% more than it currently does all they need to do is get the Elise to the US (for road use).

[gold man]

Maybe, but you have to remeber the risk involved here. Lotus can't afford to mess this one up. It already knows that the Asian market has the growth potential whereas the american market is less transparent (not to mention higher costs). Therefore, it is going ito Asia in hopefully a big way.
However, I personally think that they should reduce risk and costs further by driving a proper marketing campaign into Europe before they go half way around the world.

[Goremaster]

North America is the biggest market in the world and I personally want an Fed Elise and i'm from Canada. Asians buy Japanese vehicles from my experience here and since the esprit is running out of steam and is due to expire north america is the logical choice. Especially 4 me

[Dean]

Lotus needs to do something. If they can sell the face lifted but aging Elise in Asia good for them. Once again Lotus is caught needing new designs in a declining world economy.

Lotus needs money to develop a replacement for both their current models. If something isn’t done soon Lotus could easily become like Morgan or TVR, a boutique car company catering to the lunatic fringe of the sports car market. Worse still, they can become like Jaguar, selling re-bodied Fords and Mercury's.

[bert]

If Lotus is aiming for more sales outside the uk then why doesn't they take part on national car show's ? Lotus wasn't in Paris and as rumours goes they won't be in Brussels either. What strategie are they following at Lotus ????

[gold man]

Bert, I think that is a very good point. Surely it would heighten awareness in Europe and make the Elise/Esprit etc. become a more accepted option to buy. I wander whether cost is the sole reason.