Under Pressure, Lotus Looks To 2014
Go big or go home – that is Lotus Chief Executive Officer Dany Bahar’s vision for the future of the company. Lotus has carved a niche out for itself selling lightweight, mid-engined sports cars like the Elise and Exige. Unfortunately, according to industry observers that niche isn’t a profitable one – Lotus has lost money for 15 years. Bob Lutz, who is an adviser to Lotus, recently said that this new business plan is the only hope for the brand’s long-term
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