Sadly I’ve been here too many times before – speculating, with sadness, on the viability of a brand I’ve always loved
Here we go again. Lotus is back in the headlines. And it isn’t the first time they’ve left us asking: can Lotus actually survive? I’ve been a Lotus fan since childhood. I still remember falling hopelessly in love with the Lotus Esprit – the Bond car, the wedge, the icon. But Lotus has always been a company perpetually on the brink. Toyota tried to steady the ship, GM had a go, Proton kept the lights on, and now Geely – the Chinese giant – holds the reins. Yet still, Lotus seems to live life permanently on the edge of the abyss.
The Big News: Emira Gets a Hybrid Lifeline
The Lotus Emira, introduced in 2022 and originally due to bow out in 2027, has been handed a stay of execution. Instead of disappearing, it will get a facelift – probably late next year – and crucially, two new powertrains:
- An updated V6, and
- A brand-new plug-in hybrid.
Why the change? The current Toyota-sourced 3.5-litre V6 (a unit Lotus has been using for nearly 20 years) and the Mercedes-AMG 2.0 turbo four-cylinder won’t comply with incoming 2027 Euro 7 emissions regulations. Out they go.
Rumours suggest Mercedes may still supply engines for the future. But in a twist of irony, Mercedes itself is reportedly sniffing around BMW for four-cylinder engines. Stuttgart knocking on Munich’s door? That’s like Ferrari asking Lamborghini to borrow a cup of sugar.
Signs of Trouble
But let’s not kid ourselves – this is not just an engine reshuffle. It’s another symptom of a company in crisis.
- Lotus has already announced 550 job cuts in the UK – that’s about 40% of its British workforce.
- There were even rumours of shifting production away from Hethel to the US – which would’ve killed 1,300 jobs and effectively shuttered the Norfolk factory. Lotus denied it, but the fact it was even in the rumour mill says a lot.
To be fair, they kind of have to keep production in the UK. Not just because Hethel is hallowed ground for the legendary British company, but because the UK government still supports Lotus financially, even under Geely’s ownership. Pull the plug on Norfolk, and it would be political suicide.
The Sales Reality
Meanwhile, the numbers don’t look pretty. In the first half of 2025, Emira deliveries fell by nearly half – just 891 cars shipped. Tariffs on exports to the US didn’t help, but that’s still tiny volume.
Add in the weak demand for the Eletre SUV and the Emeya saloon, and Lotus ended up with a $313 million loss for the first six months of 2025. Yes, that’s better than the $424m they lost in the previous six months – but it’s still not exactly encouraging.
And it’s not just about numbers on a spreadsheet. Anecdotally – and you know I’m always scanning the roads – I’ve seen maybe two Eletres since launch. And the Emeya? Not one. Zero. Zilch. That’s not “buyer hesitation.” That’s the market saying: No thanks, mate.
Brand Betrayal
Here’s the crux of it. Lotus built its reputation on lightweight, driver-focused sports cars. Colin Chapman’s mantra was “Simplify, then add lightness.”
Now? They’re building bloated SUVs that weigh more than 2.5 tonnes. The Emira, as good as it is, still doesn’t fill the hole left when Lotus killed the Elise, Exige, and Evora all at once a couple of years ago. That was madness.
Because under Proton, when those cars launched, Lotus had one of its most successful eras. Those small, joyous cars literally kept the company alive. Kill them all in one stroke, and you’re left desperately trying to hybridise the last petrol car standing.
The Hybrid U-Turn
Now Lotus is developing a new plug-in hybrid drivetrain, derived from its Hyper Hybrid EV tech. The Emira will probably get something smaller and cleverer – think an e-motor sandwiched between engine and gearbox, like Ferrari’s 296 or McLaren’s Artura.
But let’s be clear: this is a U-turn. Lotus had promised to go full-EV by 2028. Now it’s rowing back. Why? Because the market doesn’t want near-£100k electric SUVs from a company famous for featherweight sports cars.
To be fair, Lotus isn’t alone here – other carmakers are also quietly rethinking their all-EV timelines. But that’s a subject for another video and blog.
The Future of Lotus
So where does this leave Lotus now? Honestly, it comes down to two things:
- How strong Lotus Engineering remains as a consultancy – designing suspension, chassis and clever tech for other manufacturers.
- How deep Geely’s pockets – and patience – go. Because so far, it’s been a lot of investment with questionable returns.
But we all know what the answer should be. Scrap the SUVs and luxo-EVs. Leave that space to Porsche, BMW, Mercedes and the rest. What Lotus needs to do is reclaim its crown. Build compact, accessible sports cars that deliver joy second only to a high-performance motorbike.
Bring back the Elise. Maybe the Elan. And above all – for heaven’s sake – bring back the Esprit. Do a proper 21st-century Esprit: mid-engined, sharp, gorgeous, lightweight. That’s what would make the world sit up and take notice.
Even the Evija hypercar – with its 2,000 horsepower – feels like overreach. Nobody asked Lotus to build the world’s most powerful EV. What people want is a car that makes them grin like idiots every time they turn the key. And yes, I do mean key!
And if you’re thinking “But what about emissions and EV targets?” – well, full electrification isn’t until 2030 (and I think it’ll be pushed to 2035 at least). That gives Lotus a decade. And this is the company that’s always been about clever workarounds. If anyone can outsmart the fun police, it should be Lotus.
Final Thoughts
So yes, the Emira survives – for now. But whether Lotus itself survives? That’s another question entirely. This much-loved brand is still very much on life support.
What do you think? Should Lotus keep chasing the billionaire SUV and EV hypercar market? Or should it go back to its roots – the lightweight fun machines that made us fall in love with the name in the first place?
Drop your thoughts in the comments below – and don’t forget to subscribe, share, and keep the conversation alive. Because if we want a proper new Lotus Esprit, we need to make some noise about it.
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