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Lotus sent a cryptic missive last year indicating it wanted to challenge Porsche and Ferrari. Aiming at those targets, it pulled the trigger five times at the Paris Motor Show this year, unleashing the new Elise, Elan, Esprit, Elite and Eterne showcars. Then came the name for the project, "The Metamorphosis," and its tidings of a new era. Yet behind all the modern interpretive art, there are the simple nuts and bolts of getting a car company into a new place. Follow the jump to find out what we learned.
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The Problem: The Elise
"The last 15 years the brand has maneuvered itself into a corner where it served a niche, the enthusiasts," says CEO Dany Bahar. "That's why Lotus was always on the verge of financial collapse."
The Lotus Elise has played a prominent and double-edged role in both the success and the difficulties of the British company.
"We've sold more than 45,000 Elises," Bahar tells us. "I wouldn't say it [has been a] problem, but since it was a very successful car the Elise has defined what Lotus is today."
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