new era

For any business to function it needs to produce a product or service, sell it to customers, develop new offerings and promote them in order to generate demand. It also needs working capital to pay its suppliers, develop its staff and motivate all involved in its organisation to outperform its competitors. Lotus appears to be doing none of these, and to all intents and purposes is like a patient 'surviving' on life support - not 'living' - because that would involve actually getting up and doing something, but surviving - as in artificially being kept alive.

It's getting way too easy being cynical these days whenever Lotus makes an announcement about a new car - but this time it's not some botox-infused New Era model, instead it's that old favourite - the Elise - which some critics had begun to think the company had forgotten.

It is perhaps ironic that Caterham face a similar challenge to their erstwhile neighbours up the road at Lotus, as they look towards the future shape of their model range. Just like Lotus they have a loyal and fanatical customer base whom the company depends on for their current success, but the relationship can sometimes been a fragile one - some of the core enthusiasts have been around longer than the current management team and take it upon themselves to regularly remind them of their responsibilities to the marque.