#Lotus

Two years after Lotus presented a grandiose, multi-car lineup at the 2010 Paris Auto Show, the company will not be participating in this years festivities at the Porte De Versailles.

Previous editions of Generation Why have explored one of the last glimmers of automotive affection that the “carless generation” still holds on to- the love of classic cars.

My biggest fear with the seemingly inevitable departure of Dany Bahar was having to read the contempt and gloating of the automotive media’s self-appointed product and management experts, whereby they claim vindication for shitting on Dany Bahar’s vision to do something about Lotus and their lack of profitability and his desecration of sacred “brand values”.

Dany Bahar has been dismissed effective immediately by Group Lotus following an investigation into Bahar’s spending practices.

Lotus CEO Dany Bahar’s 14 day suspension is set to expire on Monday. We have no idea what will happen next. He may get the boot, taking his ambitious five-year product plan with him. Or he may not. Putting the pieces together since Lotus was taken over by DRB-Hicom has painted an interesting picture, while still leaving the future of Lotus up in the air.

A news story from a UK-based paper in Norfolk confirmed that Dany Bahar was suspended from Lotus following a “complaint about his conduct”.

This being metro Detroit, you’d think that weekly car meets would be thick on the ground. But, perhaps because I spend too much time attached to a computer, I’m not aware of one in the northwest suburbs. So I was quite happy to trip across the inaugural event of the “Copper Canyon Classics” on Saturday morning at the Copper Canyon restaurant in Southfield, MI.

Despite all the righteous indignation regarding Lotus and their legendary outburst – which I still maintain is a brilliant PR stunt to get their message out and subvert the armchair-racer blogger cartel – it appears that the British sportscar shop has made a real world class sports car under the leadership of Dany Bahar, the supposed Antichrist for “real enthusiasts of the marque”. The kind who may be able to buy an Isuzu Impulse with Handling By Lotus.

Thank god for social media. Not only does it subject me to the various armchair CEOs and their plans for the future of Lotus, but it also alerts me to when an unknown Lotus PR wag goes completely off the reservation, and publishes a hate-filled invective on Facebook that looks like an angst-filled letter penned by a 19 year old boy to his ex-girlfriend. And you know what? I like it.

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.

As one of the few people who doesn’t hate the direction Lotus is going in, the news that development of Lotus’ entire lineup has been suspended is disheartening. It seems that the Malaysian government is looking to unload their stake in Proton, parent company of Lotus.

Lotus is one of those brands that every auto enthusiast loved to lionize, despite (or possibly because of) the fact that it hasn’t made a profit for its owner, Proton, in 15 years. But now things are changing. Lotus itself is in the midst of a makeover, seeking to transition from niche sports- and track-car company to a Ferrari and Porsche-rivaling aspirational brand. Meanwhile, back in Malaysia, its owner, Proton, is undergoing a few changes itself. Having been founded as a state-backed business, Proton may soon be privatized, reports Bloomberg. And as a result, Protons private investors could push for a quick divestment of the firm’s Lotus holdings. One such investor, Gan Eng Peng of HwangDBS Investment Management, tells Bloomberg

It will make sense for them to sell it. Proton and Lotus are not a good fit. They are in different market segments, both in terms of geography and product.

On paper, a super-lightweight Lotus with a genuine ’68 Corvette 350 and Muncie 4-speed ought to eat up a road course; just go onto any online forum full of self-proclaimed car experts and they’ll tell you exactly that. Reality, on the other hand… well, reality doesn’t always live up to the expectations of internet car experts.

Lotus invited a considerable amount of schadenfreude when, about a year ago, it introduced not one new car, but an entire new lineup. And there have been plenty of opportunities to steal a mirthless laugh at Lotus’s expense, including when the firm backed away from Toyota engines, talked up the “authenticity” of a rolling chassis, ran into Chinese branding problems, and drew inadvertent comparisons to Reebok by hiring rapper/producer Swizz Beatz. And the hits keep coming. Lotus Senior Adviser, Former BMW executive Karl-Heinz Kalbfell tells Autocar

The brand is well known but the products are not. We are focusing on a new range of cars, but we must sell more cars now.

But how well can the brand be if the cars aren’t selling? Speaking as someone who spends bit of time interacting with auto enthusiasts, I’d argue there are actually some serious questions out there about what a Lotus is, what with all the talk of hybrids, folding hardtops, performance sedans and generally increased weights. But Kalbfell was just scratching the surface of the host of problems to be found in the land of the Lotus eaters…