Chinese market boosts Lotus sales

Article by Christian Andrei, on December 19, 2011

The sales in China of the carbon-fiber Lotus Evora GTE, which costs more than 200,000 euros, were four times higher than the forecasted demand. This boosts Lotus’ confidence that its upmarket push in China would pay off. Lotus said that the demand for its special edition sports car was oversubscribed.

Lotus CEO Dany Bahar said that when the business was starting, critics pointed out that Lotus has never been able to make such a product range in the past.

Bahar said that he was relieved that its sports car could sell at that high price. What Lotus initially planned for the special edition Evora was for it to be just a limited edition for China that will be offered with a price that’s equivalent to 213,000 euros. Bahar said that it was supposed to make just 25 units since they weren’t certain if the high price would be justified.

But then, 115 units were ordered from the Chinese market. He believes that this only confirms that cars that have better quality would sell globally. Bahar also said that the GTE will be marketed worldwide and would be priced between 110,000 pounds and 120,000 pounds (130,000-142,000 euros) in the UK.

At the 2010 Paris Auto Show, Lotus displayed five new sports car concepts that were all expected to enter production. Lotus wanted for these models to rival Porsche cars. The first – the V8 Esprit -- will be introduced in production form at the 2013 Geneva Auto Show.

The Lotus Esprit is famed for its capability to deliver an exclusive supercar driving experience. Its latest reincarnation has been built to outdo all its predecessors in the name of superiority. Thus, it is no wonder that Group Lotus chief executive Dany Bahar called the Lotus Esprit as the ultimate supercar. After all, the new Lotus Esprit is Bahar's personal statement of intent and his vision for the future of the brand.

He remarked that in the past, people thought of movies like James Bond, Pretty Woman and Basic Instinct when they through of the Esprit. But now, Bahar quipped, the Esprit is the star of the show. He noted that since everyone has an opinion in reinventing an iconic classic like the Lotus Esprit, there is a need to be very careful in taking such challenge. He quipped that to ensure that the car does justice to both Esprit name and the Lotus brand, there is a need to strike a fine balance between acknowledging the greatness of the past and moving forward to the future.

Bahar commented that Lotus managed to strike such a balance, and the process created a new icon that will be irresistible to customers. Lotus’ CEO quipped that the new Esprit is incredible in both appearance and performance, the latter achieved through lightweight engineering and future technology. He added that the car is provided with an aggressive design with low and wide proportions.

Power is channeled from a pressure-charged 5.0-liter V8 engine that could cough up to 620 PS of output. This amount of output is well-translated to exceptional performance thanks to its distinct lightweight design – for an ultimate expression of Lotus supercar ownership. That should be expected from a supercar designed to redefine not only performance and exclusivity, but also ride, handling and comfort.

Topics: china, lotus, sales

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