Tuesday 17th July 2012

No Lotus at Paris motor show

A struggling post-Bahar Lotus axes itself from Paris exhibitor list

---

Lotus will not have a presence at the Paris motor show in September, it's been revealed. Just two years after the British sports car company, with Dany Bahar at the helm, used the last Paris show to unveil a grandiose plan to launch five new models in five years, Lotus will not even have a stand at the Salon Auto in 2012.

According to US mag Car and Driver, the show's organisers have confirmed that Lotus has dropped out altogether, quite a difference from the big-money stand and celebrity-studded hubris of two years ago.

But a lot has happened since then. Bahar has gone, parent company Proton has a newowner and Lotus stopped splurging on going racing with revenue it wasn't generating (the Lotus F1 is just a name these days). But does this mean Lotus is in real trouble?

Not necessarily. There have been persistent rumours that Proton's new masters atDRB Hicom don't see the value of keeping Lotus in its portfolio, but we don't doubt that there is value in the company in its fabulous engineering know-how, its ability to make damn fine sports cars (we're thinking new Exige S here) and that awesome heritage, as emphasised by it being the featured marque at this year's Festival of Speed.

But the company's product plans are certainly under review. And if that means taking Lotus away from the likes of Mansory and Swizz Beats, and steering it away from taking on Ferrari, then that could well be a good thing...

---

UPDATE: we have just received the following explanation of the Lotus's move from the horse's mouth, as it were...

Group Lotus has announced that it is undertaking a review of all marketing and promotional activity as part of a plan to re-focus the Norfolk-based car company.

The review will aim to ensure that the recent new investment from parent company DRB-HICOM is used in the most productive and cost-effective way to ensure the delivery of high quality and technically innovative products to the market place.

A company official when contacted said: "Group Lotus has some of the most technically gifted and talented staff anywhere in the automotive industry and the company is determined that they will be given the opportunity to flourish."

"Our parent company DRB-HICOM have invested new funds and it is my job to make sure that investment is used in a way that can drive the company forward. We are working on a number of new developments which require funding and that must be my priority. This company will only have a bright future if the innovation culture is encouraged," he added.

As part of this review, Group Lotus has decided that Lotus will not attend this year's Paris Motor Show."

 

[V8 FOU]

What a sensible move. This will do more to re-assure everyone than being there as they start to be a more sensible (that word again) company.
Not spending money you don't have. The govt could learn from that!
Well done to all at Lotus - you need to re assess everything and massively cut costs to survive. This is a good start.

[Fire99]

Worrying..

As an old MD of mine once said about shows, "We don't make money from the show, but it would be more damaging for the company not to be seen there"

The rumour mill, (like here for instance) will be in full swing on their absence, and IMO that's bad for business.

[Junglehop]

I would echo both sentiments above but importantly feel that a presence is a nessecity....


Nothing lavish or over the top just an Evora S, the latest Elise and the new Exige S as the centrepiece, if its as good as everyone says so then it would be silly not to get some exposure.

[HeMightBeBanned]

Fire99 said:

Worrying..

As an old MD of mine once said about shows, "We don't make money from the show, but it would be more damaging for the company not to be seen there"

The rumour mill, (like here for instance) will be in full swing on their absence, and IMO that's bad for business.

Damned if they do, damned if they don't IMHO. If they go, people will say they're trying to save face and kid people that they're not in as much trouble as we think. If they don't go, people will say that it reinforces and confirms how much sh*t they're in.

[AllNines]

I can't see it affecting the rumour mill, to be honest; there doesn't seem to be much needed for stupid stories and the same old discussions to start.

If it gives the folk at Hethel a chance to breathe and concentrate on creating great new cars, then missing Paris is to be applauded.

[Zircon]

Who needs shows when the internet is the biggest show on the planet?

Develop a new model, take sexy pictures of it and splash it all over car forums on the net. Forum readers will spread the news like ants and you will get the same huge audience - all for free.

That is my opinion anyway - going viral is the best exposure something can get........

[TonyHetherington]

I'm sure I read, only in the last few days, a piece (perhaps the new evo magazine?) that said a certain demographic of buyers use car shows as a place to actively shop - and so presence is key. It may have even been talking about Lotus specifically, but my mind's gone blank trying to recall.

[richb77]

Knowing how much effort is drawn from small teams when companies attend even the most basic trade shows I have to applaud Lotus for having the guts to say "non" and concentrating on getting their house in order first.

[Dave Hedgehog]

HeMightBeBanned said:

Fire99 said:

Worrying..

As an old MD of mine once said about shows, "We don't make money from the show, but it would be more damaging for the company not to be seen there"

The rumour mill, (like here for instance) will be in full swing on their absence, and IMO that's bad for business.

Damned if they do, damned if they don't IMHO. If they go, people will say they're trying to save face and kid people that they're not in as much trouble as we think. If they don't go, people will say that it reinforces and confirms how much sh*t they're in.

i wouldnt invest 50k+ in a car from a company that is so far up the creek it has to bail from motor shows

[Frimley111R]

'.......has been persistent speculation by the media, for the sole purpose of selling more magazines and getting mroe website visitors, that Proton's new masters at DRB Hicom don't see the value of keeping Lotus in its portfolio...'

EFA

[Dazed & Confused]

If I wanted to pick up a Lotus on the cheap, do I do it now, when there's all this uncertainty putting buyers off, or in a week or two's time, when the administrators are flogging all unsold Lotus stock?

[Johnboy Mac]

Dave Hedgehog said:

i wouldnt invest 50k+ in a car from a company that is so far up the creek it has to bail from motor shows

Very understandable.

Paris is a big show, big shows are there to allow companies to generate sales. I take the view if you're not in you can't win. Anyway, no matter what the reason/s for a Lotus no show (pun intended) it ain't looking good.

[Captain Muppet]

Frimley111R said:

'.......has been persistent speculation by the media, for the sole purpose of selling more magazines and getting mroe website visitors, that Proton's new masters at DRB Hicom don't see the value of keeping Lotus in its portfolio...'

EFA

So cynical. Although "dead weight lifted or dead man walking" was definitely a headline before it was a story.

[Frimley111R]

[quote=Dazed & Confused]If I wanted to pick up a Lotus on the cheap, do I do it now, when there's all this uncertainty putting buyers off, or in a week or two's time, when the administrators are flogging all unsold Lotus stock?
[/quote]

What unsold stock? There's big (for Lotus) waiting lists for their cars atm.

[Frimley111R]

Dave Hedgehog said:

i wouldnt invest 50k+ in a car from a company that is so far up the creek it has to bail from motor shows

99% of customers don't know or care.

[Dazed & Confused]

Frimley111R said:

What unsold stock? There's big (for Lotus) waiting lists for their cars atm.

According to who, exactly?

[Johnboy Mac]

Frimley111R said:

There's big (for Lotus) waiting lists for their cars atm.

Maybe that's Lotus's problem so - can't produce enough to meet demand? Asking, 'cause I'm surprised that's their current position.

[Dave Hedgehog]

Frimley111R said:

Dave Hedgehog said:

i wouldnt invest 50k+ in a car from a company that is so far up the creek it has to bail from motor shows

99% of customers don't know or care.

for white goods cars defiantly, not specialist iconic brands like lotus, i doubt anyone just buys a lotus, boxsters maybe

[Frimley111R]

[quote=Dazed & Confused]

Frimley111R said:

What unsold stock? There's big (for Lotus) waiting lists for their cars atm.

According to who, exactly?

Lotus. They've been making as new factory and had developments held up by the take over. The first Exige V6 are only coming out in the next two weeks for example. Despite what is going on over here the rest of the world likes the cars and wants them.

[Riggers]

Captain Muppet said:

Frimley111R said:

'.......has been persistent speculation by the media, for the sole purpose of selling more magazines and getting mroe website visitors, that Proton's new masters at DRB Hicom don't see the value of keeping Lotus in its portfolio...'

EFA

So cynical. Although "dead weight lifted or dead man walking" was definitely a headline before it was a story.

And I think a wee bit harsh. Of course the media want to attract traffic to their sites/sell more magazines - not quite sure what's wrong with that.

It's not the sole purpose, though. The simple fact is that there's a lot of stuff going on at Lotus, Proton and DRB at the moment, so it needs to be reported...

No comment on 'dead weight lifted or dead man walking', though