Advertisement

"Lotus Evija marks a turning point for the brand under Geely"

What does the Evija mean for Lotus? John McIlroy thinks it's important but mainly as a sign of things to come...

 Opinion: Lotus Evija

There have been plenty of times over the past two decades when it’s been hard not to feel sorry for Lotus enthusiasts. Starved of cash, but still a hotbed of engineering talent, the Norfolk firm has struggled on with the same, badly ageing basic models, delivering pure driving thrills.

Many of you will remember Lotus’s most recent false dawn: the fabled Paris Motor Show of 2010, when hordes of celebs unveiled six future concepts from the company. Not one of them ever made production.

Advertisement - Article continues below

Lotus Evija: read the full story

This week’s first all-new Lotus for 11 years might not be exactly the sort of model to get hordes of brand purists excited, either – for the Evija is not an affordable, Porsche-rivalling roadster but rather a 1,972bhp pure-electric hypercar which costs £250,000 just to reserve. You’ll need £2million to buy one.

And yet there’s one word behind the Evija that makes us optimistic (at last) that it could really mark a new dawn for Lotus: Geely. The Chinese industrial giant has been stretching its global influence extensively over the past few years, and it has a pretty good record of investing in the right areas and delivering a return.

Witness, for example, its patient approach to Volvo, where it backed the cash for designs and platform technology – work that is now reaping huge rewards as the Swedish brand delivers record sales. Equally, the new electrified taxis gliding around London (and other major cities) are testament to how Geely can spot engineering synergies and use them to wider benefit.

Everything Geely has done so far at Lotus – and in a relatively short space of time – makes sense to us. So while the die-hards may have to wait a little while yet for this classic British brand to really emerge from the doldrums, we feel more hopeful than ever that it is really going to happen. Evija is just a calling card, no more than that.

How do you think the future for Lotus looks? Let us know in the comments...

Advertisement
Advertisement

Recommended

'Sorry Jeep, but Kia now makes the best all-American SUV'
Kia

'Sorry Jeep, but Kia now makes the best all-American SUV'

With Kia winning the World Car of the Year 2020 award with the American-built Telluride, Mike Rutherford believes Kia has beaten Jeep at their own gam…
18 Apr 2020
'Costs may drop, but buyers’ expectations don’t'
News

'Costs may drop, but buyers’ expectations don’t'

Just because premium brands can offer cheap finance deals, it doesn't mean that they can fob buyers off with poor customer service, says Deputy editor…
15 Apr 2020
“UK motor industry – your country and its people need you”
News

“UK motor industry – your country and its people need you”

Mike Rutherford thinks the motor industry can still do more to help provide life-saving medical kit
12 Apr 2020
‘What better than a thumbs-up from an existing owner?’
News

‘What better than a thumbs-up from an existing owner?’

Editor-in-chief Steve Fowler gives his view on our 2020 Driver Power survey, and is especially pleased by Kia's success
8 Apr 2020

Most Popular

New 2020 BMW 4 Series Coupe to be revealed today
BMW 4 Series

New 2020 BMW 4 Series Coupe to be revealed today

The new BMW 4 Series Coupe and its controversial grille have leaked online, confirming the car's design divergence from the 3 Series saloon
2 Jun 2020
New 2021 Mercedes SL to be developed by AMG with 2+2 layout
Mercedes SL

New 2021 Mercedes SL to be developed by AMG with 2+2 layout

The new Mercedes SL roadster will return with a fabric roof and will share tech with the AMG GT sports car. Our exclusive images preview how it could …
29 May 2020
Best new car deals 2020
Best new car deals - header
Best cars & vans

Best new car deals 2020

Secure your dream model from our list of the best new car deals on the market right now
14 May 2020