These cars are key to Lotus’ “Vision 80” strategy, named after the brand’s 80th anniversary, which arrives in 2028. globally, with innovative products, taking us into new markets and new segments, and generally grow the brand across the world,” Mr. Windle said.
A critical year for electric vehicles
As the global automotive market stagnates, the popularity of battery-powered cars is skyrocketing around the world.
Lotus’ goal is to sell 100,000 vehicles per year worldwide by 2028. That’s an ambitious goal. In 2021, the brand only sold 1,701. expanded. Last year Maserati delivered just over 24,000 cars.
Moreover, this is not the first time that Lotus has promised a major expansion. In 2010, under Dany Bahar, a former Ferrari executive, the brand unveiled five new cars and promised they would be in production in five years. Accusations of financial irregularities by Mr. Bahar and dueling suits, ensued. None of these cars materialized.
Mr. Windle distinguishes the current brand situation from that one. “I think at that time they were trying to sell a plan to go and get some investment,” he said. “At that time we have the investment, we have the plan, and then we’ll go talk about it after.” He added that Lotus had “a fully invested 10-year strategy”.
This heavy stake is unknown to the brand. “Lotus has always been afraid of bankruptcy,” said 78-year-old retired businessman Ross Robbins. brand historian and authorand member of Lotus limited, among the oldest and largest of the brand’s American affinity groups. “Even when Chapman was there in the beginning, they never had enough capital and they ricocheted from disaster to disaster.”
Yet this resource poverty catalyzed some of the achievements of the disjointed enterprise. “They’ve always kicked things off,” producing cars that are advanced and innovative and punch above their weight, Robbins said. “But they’re fragile, and not for someone who wasn’t very knowledgeable about mechanical things, because they need a lot of attention.”
Loving something that constantly fails is a perverse constraint common to many finicky car owners. It therefore follows that Lotus maintains an extremely engaged group of owners.