Lotus and electrification

The danger of taking too radical a turn

There was a time when Lotus symbolised lightness and pure driving, a mantra engraved in the brand's DNA by its founder, Colin Chapman, with the famous adage ‘Light is right’. But in 2023, the same manufacturer that shone on the track with its agile, minimalist cars seemed to have taken a radical turn: 63% of its models delivered were now electric. It was an apparent success, with 6,970 units sold, the best year in its 76-year history. It almost seemed as if Lotus was going to become the king of electric cars, but the green dreams soon faded.

The strategic error of electrification at all costs

Lotus' target for 2024? 55,000 worldwide sales. However, in the space of a few months, this figure has been drastically revised downwards: only 12,000 units are now expected. As for 2025, the initial target of 76,000 units has dropped to 30,000, and that's if all goes well. Such a plummet cannot be explained solely by the market or economic constraints: it is above all symptomatic of a misreading of what Lotus is all about.

For us at WOT, this all-electric strategy echoes a denial of the brand's fundamental principles. Lotus has tried to position itself in saturated market segments - heavy SUVs, luxury saloons and electric hypercars - while neglecting what made it a success in the first place: lightness, simplicity and the spirit of the track. It's a blatant contradiction, especially for a brand that was built on driving excellence and the constant quest to reduce weight.

Heavy and expensive: models that go against the Lotus spirit

The directors of Geely, the owner of Lotus, seem to have misunderstood the DNA of the British brand. At a time when the automotive world is seeing a surge in electric SUVs weighing over two tonnes, Lotus has allowed itself to be tempted by these overpriced, bulky models. But the traditional Lotus audience has never sought out this type of vehicle. It's the passionate drivers, those who want to feel the road and every curve, who have always supported the brand. These SUVs and large electrified saloons have nothing to do with the Chapman spirit, and the slump in sales proves it.

The Emira coupé, the only model that seems to recall Lotus' glorious past in any way, is not entirely immune to this drift. Although attractive, it remains far from the brand's original values. The obsession with electrification and luxury has diluted the very essence of Lotus, which was once synonymous with lightness and accessible performance.

A phantom hypercar and broken wings

The other major strategic misstep concerns the Evija, Lotus's electric hypercar, which was announced with much fanfare. Although it promises staggering performance, it remains a fantasy for the majority of Lotus enthusiasts.This ultra-expensive hypercar in no way reflects the history of Lotus and its initial approach to accessible performance. Worse still, it has yet to be seen on the road, which casts doubt on its relevance and real impact.

WOT conclusion: Electrification without soul

Electrification is not necessarily a bad thing. As we can see today, many brands are making the transition successfully, while retaining their identity. But at Lotus, this strategy seems to be ill-calibrated. Instead of building on its heritage and offering light, agile and affordable electric vehicles, the brand has rushed into a race for luxury electrics, sacrificing the soul that made it famous.

The dream of a triumphant all-electric Lotus has turned into a nightmare, and the sales figures are proof of that.At WOT, we regret that Lotus has strayed from its founding philosophy to follow trends that do not correspond to its DNA. Let's hope the brand can reinvent itself before it permanently loses what made it great.

To be continued...