In my opinion, Lotus's Marketing department needs a serious overhaul. They do very little to generate publicity (other than go broke) and what they do turn out for advertisements seems dated and stale.
Just compare Lotus's facebook page to the Aston Martin facebook page and you'll see what I mean.
Aston produces beautiful video bits on a nearly weekly basis, and is continually coming out with neat special editions of their cars. With a couple of talented people and a reasonably small budget, I believe Lotus would be much more effective on the viral marketing side.