No. Business. Like, LA show business.
Lotus has been in the news recently with its aggressive new strategy including 5 new models by 2015 and a desire to become an aspirational ‘lifestyle’ brand. Some of the flak Lotus, including its CEO Dany Bahar, has been taking for this strategy seems to be equal parts rational disagreement about the company’s direction and “gut” feelings about what Colin Chapman would have wanted.
Though we can never know the answer to the question “WWCCD?”, we are beginning to understand more clearly the direction that execs at Lotus are taking the company. Responding to the aforementioned issue involving Lotus’ CEO, Director of Lotus Cars Director of Group Communications Thomas Hoffman said: “Lotus moves into a more premium segment whilst still taking the core values with us … [expanding] from an enthusiast niche segment to a more day to day usable sports car which more people will hopefully buy.”
This would be an entirely reasonable direction for management to take the company; broadening product offerings and the target market in order to achieve a scale that can support a modern automobile manufacturer. Accordingly, this type of business plan is something that I, along with many Lotus enthusiasts, would be happy to embrace.
Unfortunately, that doesn’t seem to be the kind of business plan execs in Hethel are actually implementing. While many enthusiasts would rather the business model at Lotus include new models focusing on light weight, driver involvement and a quality I can only describe as “spartanic”, execs seem to be saying: “No. Business. Like, LA show business.” Huh?
The fact is, hamming it up with Glee cast members and asking Sharon Stone for her opinion of the new Esprit is not staying true to the core values that Lotus has been built on. Instead, it’s commandeering the goodwill built up in an iconic brand for a People Magazine fueled marketing pitch that, in my opinion, is sure to underwhelm.
No one is making the argument that Lotus should continue with business as usual. The beef Lotus fans have is with the generic, mass-market, ‘lifestyle’ campaign that’s being promoted on the backs of years of their religious enthusiasm. If you ask me, they’ve got a point.
No. Business. Like, LA show business.
Lotus has been in the news recently with its aggressive new strategy including 5 new models by 2015 and a desire to become an aspirational ‘lifestyle’ brand. Some of the flak Lotus, including its CEO Dany Bahar, has been taking for this strategy seems to be equal parts rational disagreement about the company’s direction and “gut” feelings about what Colin Chapman would have wanted.
Though we can never know the answer to the question “WWCCD?”, we are beginning to understand more clearly the direction that execs at Lotus are taking the company. Responding to the aforementioned issue involving Lotus’ CEO, Director of Lotus Cars Director of Group Communications Thomas Hoffman said: “Lotus moves into a more premium segment whilst still taking the core values with us … [expanding] from an enthusiast niche segment to a more day to day usable sports car which more people will hopefully buy.”
This would be an entirely reasonable direction for management to take the company; broadening product offerings and the target market in order to achieve a scale that can support a modern automobile manufacturer. Accordingly, this type of business plan is something that I, along with many Lotus enthusiasts, would be happy to embrace.
Unfortunately, that doesn’t seem to be the kind of business plan execs in Hethel are actually implementing. While many enthusiasts would rather the business model at Lotus include new models focusing on light weight, driver involvement and a quality I can only describe as “spartanic”, execs seem to be saying: “No. Business. Like, LA show business.” Huh?
The fact is, hamming it up with Glee cast members and asking Sharon Stone for her opinion of the new Esprit is not staying true to the core values that Lotus has been built on. Instead, it’s commandeering the goodwill built up in an iconic brand for a People Magazine fueled marketing pitch that, in my opinion, is sure to underwhelm.
No one is making the argument that Lotus should continue with business as usual. The beef Lotus fans have is with the generic, mass-market, ‘lifestyle’ campaign that’s being promoted on the backs of years of their religious enthusiasm. If you ask me, they’ve got a point.
Posted 1 year ago & Filed under Lotus, Automotive, Business, 7 notes
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