Lotus And Mansory Team Up In World's Most Vulgar Alliance

Derek Kreindler
by Derek Kreindler
lotus and mansory team up in world s most vulgar alliance

A year ago, I penned a passionate defense of the new direction that was being taken by Lotus. In the piece, I chastised enthusiasts for their armchair criticism of Lotus management and their resistance to bringing out new vehicle to replace the nearly two decade old Elise (which would hit that mark by the time a replacement rolled around in 2015) and their lack of faith in the stewardship of CEO Dany Bahar, the man who helped Luca di Montezemolo turn Ferrari around. Now it looks like I’ll have to retract those words and admit I was wrong.

Lotus and Mansory, an infamous “styling house” based in Germany are teaming up to produce customized vehicles in a bid to appeal to those with excess wealth and a dearth of taste. Mansory is far from your average aftermarket company. They’ve created some of the most gaudy, offensively brash vehicles crawling the roads of Moscow and Abu Dhabi – and I say this having defended even the Bentley EXP 9F.

For anyone unfamiliar with Mansory’s wares, here’s an example of one of their “customized” Mercedes SLS AMG models.

For the record, I still take issue with the legions of fanboys who decry Lotus abandoning its “brand values”, which are really just made up narratives created by suits to sell cars (and more importantly, merchandise). I still maintain that the new model lineup is important and good for the company, and that the diminishing sales of the Elise and Exige threaten the company with irrelevance of something new isn’t released soon. But the concepts, despite all the criticism weren’t bad cars. They may be derivative, or a bit lacking in panache or worse, used to project your own personal insecurities onto the bespoke-suited Dany Bahar, but they were not offensively tasteless like the Mansory cars are.

This collaboration is a naked ploy to sell cars in emerging markets where flash and wealth are treasured above discretion, taste or ability. While Bentley has diluted their brand by churning out a hundred million Continental GTs, there is still a real mystique with Lotus cars that gives them substantial brand equity (shoot me for using that term). An Evora is a Ferrari for most of the uneducated masses, and an Elise or Exige looks like something extraterrestrial, especially when painted in a signature bright hue like orange.

The 2015 (or whatever year it may be) Esprit would have been enough to stop traffic on its own. Even if it was a pastiche design like the newest McLaren, it looked exotic without being over the top – maybe that was the problem. I still think that the allure of Lotus and the low-slung profile would have been enough to draw the oligarchs and shiekhs to the showroom, but evidently someone in Hethel or Kuala Lumpur didn’t. Lotus cars have always been just the right side of outrageous – a lime green Exige S, the kitschy Esprit Turbos of the 80’s, festooned with gold decals and mesh wheels, the Europa’s bizarre, insect-like styling. But it was always tempered by the Elan, the Elite, the tasteful British Racing Green and yellow badges

That legacy is now gone with the Mansory lineup and cheap tie-ins with third rate rappers (who was once dubbed by a Wu-Tang member as “The Black Adrian Brody”). The press release proudly states how one Mansory collaboration, the Evora GTE “…has already prompted around 250 orders and leads between China and Europe and we expect it to have a very successful future as the top of the range Evora.” I’m not naive enough to think that Lotus should build the Elise in perpetuity and abandon new markets during a volatile economic era. I think change is a good thing. But this is too much change, too fast, in the wrong direction. It makes me fear that this is all just a diversion to distract from the fact that the real meat, the new product, is not going to come out on schedule – or at all.

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4 of 23 comments
  • Ronnie Schreiber Ronnie Schreiber on Mar 27, 2012

    There was a somewhat worn but perfectly drivable and restorable series 2 Lotus Elan over at Bring A Trailer just the other day. It got me thinking of my own S2 Elan sitting in pieces in what is now my ex's garage. I don't have the money to restore it, but there's stuff I could do myself and at least work on it, but when i saw the press release in my email, I thought to myself, do I really want to drive a car from a brand that has an official tie-up with a tuning shop that rivals Unique Whips and West Coast Customs for bad taste?

  • Tankinbeans Tankinbeans on Mar 27, 2012

    Loud red paintjob is loud, I want.

  • ToolGuy CXXVIII comments?!?
  • ToolGuy I did truck things with my truck this past week, twenty-odd miles from home (farther than usual). Recall that the interior bed space of my (modified) truck is 98" x 74". On the ride home yesterday the bed carried a 20 foot extension ladder (10 feet long, flagged 14 inches past the rear bumper), two other ladders, a smallish air compressor, a largish shop vac, three large bins, some materials, some scrap, and a slew of tool cases/bags. It was pretty full, is what I'm saying.The range of the Cybertruck would have been just fine. Nothing I carried had any substantial weight to it, in truck terms. The frunk would have been extremely useful (lock the tool cases there, out of the way of the Bed Stuff, away from prying eyes and grasping fingers -- you say I can charge my cordless tools there? bonus). Stainless steel plus no paint is a plus.Apparently the Cybertruck bed will be 78" long (but over 96" with the tailgate folded down) and 60-65" wide. And then Tesla promises "100 cubic feet of exterior, lockable storage — including the under-bed, frunk and sail pillars." Underbed storage requires the bed to be clear of other stuff, but bottom line everything would have fit, especially when we consider the second row of seats (tools and some materials out of the weather).Some days I was hauling mostly air on one leg of the trip. There were several store runs involved, some for 8-foot stock. One day I bummed a ride in a Roush Mustang. Three separate times other drivers tried to run into my truck (stainless steel panels, yes please). The fuel savings would be large enough for me to notice and to care.TL;DR: This truck would work for me, as a truck. Sample size = 1.
  • Art Vandelay Dodge should bring this back. They could sell it as the classic classic classic model
  • Surferjoe Still have a 2013 RDX, naturally aspirated V6, just can't get behind a 4 banger turbo.Also gloriously absent, ESS, lane departure warnings, etc.
  • ToolGuy Is it a genuine Top Hand? Oh, I forgot, I don't care. 🙂