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Vantage · 08-30-2005, 06:16 PM

Difficult question to answer. The Elise, being an enthuisiasts car, is more likely to win buyers who are interested in motorsports. At the same time, I'm not sure how much exposure you really get racing in smaller series. Formula 1? Le Mans Series? Great exposure. Speed GT and SCCA racing? I have no idea.

One thing I like about racing is if Lotus Sport offers tried and true race parts to customers in the U.S. They could just build cars that privateers campaign, so that it would not be so costly. From an image perspective, it's nice to know that your street car shares parts with the race car.

On the other hand, I look at the success of various sports car companies today, and it has less to do with racing programs and everything to do with image. Racing is only one way to create a brand image. In addition to having a car that performs and drives like a Lotus, they really need something exclusive and desirable just because it's cool to have. Something regarded as world class. Like when James Bond drove an Esprit. It sounds silly, but look at Ferrari. The appeal is very broad, whether you're a poseur or a performance enthuisiast. At that point, it I think it is undesirable to be marketing towards poseurs, but you can see that people buy cars for more reasons that just how it drives. Looks, exclusivity, and image.

BTW, I don't think people will like that Proton/Elise prototype that we thought was either the next Elise or the Europa at all. Especially from the rear.

- J

PS: Build a road going version of the Sport Exige, just because you can. Probably not financially viable, but it would be nice to at least see it being raced by privateers.

08-30-2005, 06:16 PM	#64 (permalink)
Vantage Weekend Warrior Join Date: Jun 2003 Location: San Diego / Los Angeles Posts: 4,036	Difficult question to answer. The Elise, being an enthuisiasts car, is more likely to win buyers who are interested in motorsports. At the same time, I'm not sure how much exposure you really get racing in smaller series. Formula 1? Le Mans Series? Great exposure. Speed GT and SCCA racing? I have no idea. One thing I like about racing is if Lotus Sport offers tried and true race parts to customers in the U.S. They could just build cars that privateers campaign, so that it would not be so costly. From an image perspective, it's nice to know that your street car shares parts with the race car. On the other hand, I look at the success of various sports car companies today, and it has less to do with racing programs and everything to do with image. Racing is only one way to create a brand image. In addition to having a car that performs and drives like a Lotus, they really need something exclusive and desirable just because it's cool to have. Something regarded as world class. Like when James Bond drove an Esprit. It sounds silly, but look at Ferrari. The appeal is very broad, whether you're a poseur or a performance enthuisiast. At that point, it I think it is undesirable to be marketing towards poseurs, but you can see that people buy cars for more reasons that just how it drives. Looks, exclusivity, and image. BTW, I don't think people will like that Proton/Elise prototype that we thought was either the next Elise or the Europa at all. Especially from the rear. - J PS: Build a road going version of the Sport Exige, just because you can. Probably not financially viable, but it would be nice to at least see it being raced by privateers. Last edited by Vantage : 08-30-2005 at 06:19 PM.