Too Much Lotus Kills Lotus .pdf
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Too Much Lotus Kills Lotus
After announcing LMP2, GT, as well as GP2 and GP3 (with ART) programmes, Lotus Group
seems to be frantic, even ecstatic.
But as if it were not enough, in addition to the rumours linking Lotus with Renault F1, the
brand has just announced they would be involved as a motorist as well as IndyCar constructor
from 2012 on. This has been a step above Lotus commitment with KV in the discipline since
the 2010 season, but it seems that Dany Bahar, Lotus' CEO, has bitten off more than he can
It is laudable to want to make Lotus a sportscars brand, as well as being involved in the sport even though I am not supporting the idea, or the historical coherence linked to Lotus' name.
But is the brand, as well as the group that it belongs to, releasing so huge profits justifying
massive investments in every discipline aforementioned? Or has the Malaysian government Proton's shareholder - got so much money and liquid assets to invest? We may wonder what
the question of Bahar's long-term strategy would be (five-ten years for instance).
But we can already wonder what the technical capacities of Lotus will be. Indeed, the action
seems to include sponsoring mainly. Except in GT and IndyCar, we can notice that Lotus is
sponsoring ART in GP2 and GP3, and according to the rumour, Lotus is soon to sponsor
Renault in F1, too. And when we read this week's ART GP's declarations in which they are
thinking about an Endurance programme, we may say that Lotus' LMP2's programme could
follow the same lead.
In the end, the marketing problematic weigh more than the sportive one, and we are already
regretting Fernandes' move before even knowing the final verdict!