Interview: Lotus CEO Dany Bahar

The Cars

ESPRIT
2 seats; mid-engine V-8; rear-wheel drive
On sale: early 2013

ELAN
2 seats (optional 2+2); mid-engine V-6; rear-wheel drive.
On sale:
late 2013

ELITE
2+2 seats; front-engine V-8; rear-wheel drive.
On sale:
early 2014

ETERNE
4 seats; front-engine V-8; rear-wheel drive (all-wheel drive optional)
On sale:
early 2015

3 of 3
design.ar
Marketing is, basically, mythology. For Lotus, simplicity and lightweight were myths faced to marketing trends of the 90sViewing things realistically, Lotus 56, 63, 77, wingcars 78, 79 and 80, twin chassis 88, esprit within active suspension, etc., were neither light nor simpleLotus is smart engineering, innovation and sophistication (that eventually can be light and simple)But brand myths have to be supported by icons. Lotus icons are Seven and Elise. They lost the first, should not afford to lose the second. Is the Mini, the 911, the Cinquecento of Hethel.Interesting interview. Saluti!

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