Ever since Danny Behar took charge of Group Lotus, I’ve always believed that Lotus Cars have completely lost touch with their core audiences. In the quest to expand Lotus into a global presence, Ibelieve that the current brand image has separated from the niche fundamental elements that once made Lotus great. It could be summed up in one phrase:
Performance through lightness.
However in 2011, this mantra is dead. Now much like other car manufacturers, Lotus cars are getting heavier and more cumbersome. Their marketing has become ridiculous, and now in my opinion, the current Lotus has devolved into just another generic car maker among many competitors.
This commercial reminds me of something made by Dodge, filled with useless metaphor and imagery. Something designed by marketing suits, rather than passionate enthusiasts
In my opinion, these cars are not true Lotus…
What do you think? Are you inspired by these new Lotus cars, or repelled? Let us know in the comments.