New CEO promises the Hethel firm will return to its former glory

New Lotus CEO Dany Bahar plans to build on the Hethel firm’s strong heritage to bring it back to successes enjoyed in the 1970s.

Bahar, who recently joined the firm from Ferrari, said the Lotus name had massive potential and its strengths lied in its iconic brand, its long history in car-racing and its reputation as a manufacturer of exciting, innovative and light sports cars.

“Lotus was mentioned in the same sentence as Ferrari, Lamborghini and Maserati in the 1970s-1990s,” he told Malaysian reporters. “Then, it got closed into a corner. We believe it's the right time to bring Lotus back to where it was.

“Success is not to always think in one direction but about innovative technology and super efficiency.”

He added that he would be working on a new business plan to take Lotus back to the top alongside companies such as Ferrari within the next three to five years as a "top priority".

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8 October 2009

The Elise was brilliant, and still is. But what have we had since then? Poor models based upon that concept, but nothing as new or fresh at the Elise was.

Lotus can do it, I have faith, but I do wonder if the sublime engineers who did the Elise came together just at the right moment and that moment has passed?

16 October 2009

well true but the elise and exige still look good and huge fun not so sure about europa and evora even with all the good press its getting

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