Talk Morgan Forums Community Vehicle Talk (non-Morgan) Is Lotus in real trouble

I'd try an Emira but it won't fit in the garage (too wide to comfortably fit through doors installed for 1990's cars). It would have to be an Evora, but that's not the worst thing in the world.

That one has several answers. For a start a GRP bodies aluminium chassis car has an almost infinite lifetime if treated correctly, so there becomes a need to bring in changes simply because the number of people wanting such a specialist car is limited and maybe satisfied numerically by what is already out there. The second reason is money - unless you have something new that people want, how do you make money?The third reason is that for most products the market moves on - just think of modern electronics.

The market for faux old cars a la Morgan is very limited so even Morgan have had to try and update. Not by much I will give you, but update all the same.

I think it's more than just that. Manufacturers now chase customer cohorts which don't exist. Morgan are certainly doing that on pricing. Jaguar are doing it, and a raft of EV makers. This is the brave new world.

They seem to have lost the magic we once saw in car manufacturing.

And here is a classic example. Fugly and too big even for us roads but they buy them.

Some hope here for the ex Lotus staff.

Looks like Matt Windle, CEO Lotus Europe and MD Lotus UK has bailed out

Reading through some recent 2017/8/9 issues of Miscellany there was an article on Morgan making £3m that year, on reducing volume but had charged premium prices for their anniversary Plus 8 which had generated nearly all the profits earned.



There will normally be a diminishing size of cohort at each price point, until the almost varying and often un-quantifiable point when buying into exclusivity impacts the brand demand and the prices it can achieve move exponentially upwards. Morgan have experienced that with the Midsummer.

What they need to sell is the hand built coach building qualities of the brand...which other premium brands can't compete with,. Why try and produce and find customers to buy say 1000 cars a year, if you with a quality product could make more money selling far less cars. Hence Morgans continuing and growing emphasis on quality in both engineering and build, which in the past has let the brand down.

Lotus has always been in trouble. Ir was really in trouble when we had the TM visit.

Not the brave new world - its the old world in its death throes!