Lotus terminates dealerships

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In October, at this year’s Paris motor show, Lotus is set to unveil a raft of new models.

Chief amongst these will be a new premium level car to compete with the likes of Porsche’s 911 and Ferrari’s 458.

It is a badly kept secret that this new ‘large’ Lotus will essentially revive the Esprit – if not in name, most definitely in spirit (excuse the pun).

Despite these range expansion plans, Lotus is not in great shape though.

Despite boasting some of the most impeccable engineering available, Lotus caters for a very small market niche of committed customers.

A product portfolio of hardcore cars - which eschew most comfort and convenience features - has made the brand a darling of the automotive press corps and neutral observers, but has hardly shored up sales volumes.

With a new management team in place Lotus has been given a timeframe by holding company Proton in which to dramatically increase sales or face termination.

The company’s new boss is former Ferrari man Danny Bahar. In an attempt to gear the brand for its readmission into the premium performance car segment, Bahar has issued termination letters to all European Lotus dealers.

This move allows all dealers a two and a half year run of their current agreement with Lotus.

If they wish to continue retailing Hethel’s cars any agreement will be subject to a strict list of Lotus mandated improvements. Essentially this state of affairs means if you wish to retail Lotus products in future you’ll need to be in possession of a pretty swanky dealership, requiring considerable investment.

"Our future plans and product strategy are very exciting," said a Lotus spokesperson, "and we need a dealer network that can meet the demands of that strategy."

Lotus remains the only manufacturer able to call upon a motorsport heritage which includes an Indy 500 win, F1 World Championship and WRC title. Bahar is intent on chasing down sales by capitalising on this unique motorsport heritage - and only wants a calibre of dealer onboard who can share his vision.