I have heard this soooo many times about the current Evora and now the 400 and it annoys me. I get where people are coming from but the competitors are mass produced and usually built by robots in comparison.
Is $100,000 too much for peoples perception of a Lotus - yes - 100k is a lot for a raw rattly 4 cyl but not a rare, hand built, leather lined and - while it doesn't break any records - a fast car. I really think Lotus did a good job in being able to get/keep it at that price point.
For an example, to me 100k for a 911 is bad value - it's mass produced, you're nickle and dimed for every option and while they are awesome cars, for me they are not special enough to command that premium - at that point why not buy something like an RS5 and save 20k+.
For me, due to it's looks, the Evora/400 competes with cars in a price range above but is dismissed as it can't match their performance and it is too 'exotic' for it's price range. I also hate the questions on why not an R8, Vantage, F360 etc for the same money - simple, the Evora costs pittance to run.
Lotus have an issue - that is they build and sell cars that are priced well for what they are but due to peoples perceptions they are classed as overpriced. I also love when people say they need to federalize the Exige V6 - seriously how many will pay $100000+ for a fast Elise and I know as soon as Lotus got it here everyone would bitch that it's overpriced
Of course a $100000 Lotus is out of my price range anyway so it doesn't really matter