Lotus targets return to the top
Ferrari, Lamborghini and Maserati are the benchmark for new bossFreshly installed Lotus CEO Dany Bahar wants to restore the British brand to its former glory as one of the world's premier sportscar companies. The former Ferrari commercial boss says he has a plan to get Lotus back in touch with leading supercar brands such as Ferrari, Lamborghini and Maserati.
Speaking to the media as he officially takes over the reigns of the Lotus Group, Bahar (pictured) revealed his five year plan for the company.
"Lotus was mentioned in the same sentence as Ferrari, Lamborghini and Maserati in the 1970s-1990s," Bahar said. "Then, it got closed into a corner. We believe it's the right time to bring Lotus back to where it was."
The comments strengthen speculation that Lotus is developing a new Esprit to sit at the top of the range, above the recently launched Evora (pictured). Power for the new mid-engine supercar is expected to come from current engine partner, Toyota and its sister brand Lexus.
Reports have indicated that the Esprit could come with up to three engine options, including a version of the 5.0-litre V8 from the IS F and the V10 from the forthcoming LF-A.
Helping Bahar's cause to return Lotus as a rival for Ferrari, the brand has already announced it will return to Formula One next year.
Another key aspect to the plan is improving the relationship with Lotus parent company Proton, according to Bahar.
"Today, we have reassessed the interaction between the two companies," he said. "No doubt there are gaps and weaknesses that need to be improved upon, but we are quite determined to make the collaboration stronger."
Bahar was backed up by Group Managing Director, Datuk Syed Zainal Abidin Syed Mohamed Tahir, who conceded that Proton had done enough with the Lotus brand.
"We believe Lotus's potential is in the branding," Tahir admitted. "If you go across the globe, the brand recognition is very strong but we have not lived up it."
The news comes as Proton chairman Datuk Mohd Nadzmi Mohd Salleh admits the company is open to a strategic partner in the wake of the global financial crisis.
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