2011 Lotus Evora 2+2, Premium And Sport, (on Mso) on 2040-cars

Auto blog

Lotus marks 20 years of the Elise

Lotus was a very different company 20 years ago. For starters, it wasn't owned by the Malaysians: it had just been sold by General Motors to Romano Artioli, the same man behind the revival of Bugatti EB110. It had discontinued the Elan, Excel and Carlton, which left the Esprit – by then already 20 years old itself – as its only product. Then the Elise came along and everything changed. The Elise arrived in 1995, based on a lightweight aluminum chassis that was ahead of its time and cloaked in composite body panels to make it incredibly light in the spirit of Colin Chapman's ethos. Its name was taken from Artioli's granddaughter, but stuck around long after he sold the company. The Esprit was eventually retired, and with the exception of the Evora, the Elise served as the basis for every other new Lotus that has followed in the two decades since: the Exige, Europa, 2-Eleven, 340R, and so on. It even lent its underpinnings to a wide array of sports cars for other automakers, including the groundbreaking Tesla Roadster, the all-conquering Hennessey Venom GT, the Opel Speedster/Vauxhall VX220, and more concepts cars and niche products than we can count. Now 20 years since its introduction, Lotus is celebrating the milestone with the Elise 20th Anniversary Edition. It's based on (and effectively replaces) the Elise S Club Racer, and trims a further 22 pounds off the curb weight. It's got matte black forged wheels and trim, a retrimmed interior and of course all the special badging. UK customers will be able to pick one up for GBP39,900, but as the Elise hasn't been offered Stateside in a few years now, we'll just have to admire – and celebrate – from afar. Lotus Elise celebrates 20 years - Celebratory 20th Anniversary Special Edition Elise - Special edition, based on the Elise S Club Racer, including classic Elise colour schemes - Pioneering and iconic Elise continues to innovate and evolve - Weight reduced by 10 kg The Lotus Elise 20th Anniversary Special Edition celebrates the unveiling of the iconic sports car at the Frankfurt Motor Show in September 1995. 20 years ago, the Lotus Elise revolutionised the sports car world, setting the benchmark for handling, purity of the driving experience, lightweight and efficiency. Its pioneering and advanced bonded aluminium chassis was a market-leading technological innovation at the time and over the years has improved and evolved and remains core to the Elise's exceptional performance today.

Lotus admits its fancy London shop is a waste of money

Piccadilly in London is one of the most expensive shopping streets in the world. And right by where they filmed that awesome scene from American Werewolf in London, Lotus has a showroom. I wandered in last week. Handmade suit, posh watch, smart shoes. But the lack of interest from the sales staff made me think I was wearing a Kimi "Leave me alone I know what I'm doing" T-shirt. To the cognoscenti it's a bit confused. There is no separation between the Lotus F1 team and Lotus cars. Even though a friend at Lotus F1 once told me that the team has a closer relationship with Microsoft than it does with Lotus Cars. What makes this especially strange is that the F1 stuff is front and centre: overpriced caps, T-shirts, and team gear, with the cars playing second fiddle. Yet this is a store paid for by Cars. You have to wonder what the shop is going to sell next year when the Enstone F1 team drops the Lotus name to become Renault. But that is nothing to the wondering you start to do when you speak to the staff. On a previous visit I'd asked about the relationship between Lotus F1 and Lotus Cars, and the sales staff insisted that they were one and the same. A short time after that I spoke to Lotus CEO Jean-Marc Gales at an event where he'd been the guest speaker. He told me that moves were underway to fix the problem and that they would soon have staff in the shop that knew about the cars. So last week's return visit was depressing. In the back there is an Exige and an Elise. I asked the difference and the girl suggested that we look it up on the internet. She took a business card, I made my excuses and left. Daft really I might not have bought a car but I was seriously tempted by the GBP20 carbon fibre pen. My local dealer, Hexagon, called and mailed, but what was really telling, and bloody impressive, was the call from Hethel. I vented my disappointment with the Piccadilly store, and the Lotus man explained. And impressed. Normally you'd get some dreadful company line about how the shop wasn't for people like me, that it was all deliberate to avoid scaring people off and welcome new blood to the brand. But instead he was honest. He told me that the shop was a folly. That it was one of Dany Bahar's many expensive ideas. He signed a ten-year lease on the shop at a million pounds a year and they can't afford to run it. They did train up some good people but, as you can't pay people rural Norfolk salaries and expect them to work in Piccadilly, they left.

Lotus hiring 100 after securing lb100m investment

Lotus is getting a shot in the arm courtesy of corporate parent DRB-Hicom, which has announced a 100-million pound ($152.3M USD at today's rates) investment in the Hethel, UK-based manufacturer. The troubled brand was also in the news last week, with DRB announcing a new, three-year plan that would see variants of existing models introduced.
The money will create 100 new jobs in Hethel, with 45 new engineers, 40 manufacturing operatives and 18 university grads joining the team. Lotus has already seen an uptick in sales this year, according to a Norfolk-based news site, with 40 to 45 cars being produced per week and 722 road cars and 45 race cars sold between January and May. Even sales in the UK have seen a big jump - Lotus only moved 70 units in 2012, but it's already sold 80 cars in the first half of 2013.
Better yet, Lotus is citing an increased demand for its cars around the globe as the motive behind the new hires. While still quite uncertain, Lotus looks like it might finally be on the right track.