Because Lotus themselves stated that it will debut at £60K. Translated to current USD, that's $83K. They want to make (and sell) 5,000 of these a year, and they want to be competitive and grow in the US market. So in order to do that, they're gonna have to stick pretty closely to the UK price IMO.It's still not clear to me why everyone thinks the Emira will cost 20% less than an Evora GT. It's the same engine and same transmission. Okay, they have a more efficient assembly process. Lotus was barely making money selling 2000-2500 cars....