Slow To Bloom: Lotus Awareness Stateside
By Christopher P. Davis
IT’S not often that you see a Lotus cruising by and yet yesterday I spotted one.
An edgy little thing, the car had a shape that connoted an arachnid. Pleasing to the eyes, it appeals most to those looking for the exotic.
In my mind, when I think of exotics I think Ferrari, Lamborghini, and even Saleen, but never Lotus.
In both performance and style, Lotus is right up there with their Italian and tuner competition. Their styling is avant garde and simply looks fast, but I realize that the differences lies not within hot contours of curved sheetmetal but rather the cold numbers of stat sheets.
Numerical Challenge No. 1
Price – In the eyes of many of the rich and famous: More Cash = More Cachet.
Lotus’ sprightly Elise starts around a very common $46K- need I say more?
Numerical Challenge No. 2
Horsepower – Unlike a German or Italian, Lotus’ Japan sourced powerplants avoid those big-honkin’ engines.
The Exige S with its 218 horsepower launches from 0-62mph in 4.1 seconds.
With that kind of performance, why wouldn’t everyone want one?
Considering low price matched high performance, it’s easy to ask this basic question: why hasn’t Lotus emerged as the everyman’s sports car?
The Elise’s agility, style, and fleetness ensure makes a for a better argument than any Mustang. The Lotus will out maneuver any Corvette due to the simple fact that the little Brit can turn (at speed). James Bond in his Roger Moore days even drove a Lotus in a few of Albert T. Broccoli’s Giugaro masterpieces.
Mr. Bond never drove a ‘Stang or a Vette.
The real fault?
Advertising. Marketing. You know, getting the word out. I cannot remember the last time I saw a piece of Lotus advertising, whether it be in print, radio, or television.
I honestly wonder if you asked 10 people on the street how many people know the brand Lotus. Five out of 10? If you asked 10 people on the street if they knew what a Corvette was it would – 100%/
Often times, many companies fail because of lack of recognition and I honestly don’t know how Lotus survives. But so long as it does, the company’s cars – or arachnids – make for compelling alternatives.
[Linked: Lotus]
About the Author: Gunnar Heinrich is publisher of Automobiles De Luxe online and is executive producer of the Automobiles De Luxe Television series on PBS member station CPTV.
Jim | Jul 21, 2008 | Reply
Many buyers of exotic and semi exotic sports cars are posers, they want the image but not work to hard, particularly getting in and out. A Boxster or a Z4 gives performance and a lot of comfort.
Remember that BMW made the Z4 significantly larger than the Z3 due to complaints that the originals interior was too small.
The Elise ask more of its drivers.
Christopher P. Davis | Jul 21, 2008 | Reply
True Jim, Lotus’ ask more of their drivers, but they also give more in return.
It is similar to the people who buy Vintage Ferrari’s at auctions, only to realize once they have bought the car that their 6ft tall frame won’t fit into the driver’s seat.
Jim | Jul 21, 2008 | Reply
“Lotus’ ask more of their drivers, but they also give more in return.” Very true and we are fortunate enough to have Lotus around. Particularly after all the dicey years and some not very good cars. The Elise has been a brand savior even if it only sells in small numbers.
nick | Jan 13, 2009 | Reply
What most Americans fail to realise is that Lotus survives because it sells its cars in Europe, where brand recognition is in fact much higher than “‘vettes” or “‘stangs”, which are considered badly made cars that handle worse.
Sara | Feb 21, 2009 | Reply
I do not want the Lotus to be advertised. I have loved the car for ages and do not want everybody to have it. And I agree with nick.