The 2008 Lotus Evora exemplifies the adage that subtlety rarely succeeds.
Stepping outside of one’s accepted position is rarely rewarded, either in life, love, art or car design. For Lotus, revered by generations of enthusiasts for producing cars of often fragile genius, their occasional attempts at marrying dynamic prowess with a dash of practicality have by and large backfired. The 2008 Evora attempted to combine both. Misunderstood by aficionados and (some) members of the press, the car split opinion in 2008. It still does.
When Lotus ceased production of the aged Esprit in 2004, not only had the basic car been in production for 28 years, but its demise left a gap at the top of Lotus’ model range. At the opposite end, the pretty and gimlet-sharp Elise (and its derivatives) had proven a critical and commercial success, and Lotus, having become part of the Proton Group were in the process of persuading former CEO, Mike Kimberley to Continue reading “Love’s Easy Tears”
At Driven to Write, we believe all marques have a story to tell and today’s subject, from a half-forgotten outlier is no exception. But before we get to the subject at hand, it’s probably worth a little recap.
The Proton motor company was founded in 1983 and until the advent of rival, Perodua a decade later, was the sole indigenous Malaysian carmaker. Initially partnered with Mitsubishi, who for a time owned a minority stake in the business, Proton cars were mildly reheated Mitsubishi models, like the unfortunately named Saga, which was Perusahaan Otomobil Nasional’s earliest offering in the United Kingdom – first introduced in 1989.
But despite its senior citizen connotations, the Saga proved a successful model line, with over 30,000 sold in the first three years. Indeed, Proton was for a time at least, viewed as Continue reading “A Proton Saga”
As China’s Geely acquires a controlling stake in Lotus, we ask whether this could mark the end of the sportscar maker’s struggles?
Last year, we reported on Jean Marc Gales’ progress at arresting Lotus’ decline following the Bahar debacle. At the time, the auguries were positive, if somewhat finely balanced. If not entirely profitable, losses had been stemmed and Lotus’ order book was looking a bit less bare, but real financial health still looked some way off. Continue reading “By Dawn’s Early Light”