Lotus Australia’s brave new world

ONE of the world’s favourite sports cars could become more accessible to Australians following the purchase of Lotus Cars Australia by Proton Cars Australia.

And a new family of future supercars from the famed Lotus brand, which is owned by Proton, could be part of a new pricing policy that aims to increase sales here by 20 per cent each year for the next three years, with annual sales of between 200 and 300 expected within five years.

Up to 90 Lotus cars are expected to be sold in Australia this year – almost double the number sold in 2003. The current Lotus line-up here comprises the $69,990 Elise, the $79,990 Elise S, $94,900 Elise 111R and the $99,990 Elise Sport 111R.

But those prices could drop if PCA managing director John Startari gets his way.

Mr Startari said that while Lotus and Proton’s sales and marketing functions would remain separate within LCA’s new Sydney headquarters, shared backroom operations like administration, IT, parts, warranty and accounting would see dramatic improvements.

"We will take six months or so to get up to speed … the $69,990 price will stay until we negotiate with Lotus – we are sister companies but that might not count for too much," he said.

Mr Startari also warned that costs associated with becoming a non-low-volume importer would become more expensive.

The October 11 deal saw PCA purchase Lotus distribution rights in Australia and New Zealand from Prestige Motor Imports, a subsidiary of Zagame Automotive Group, which is believed to have secured Victorian state distribution rights for Lotus on top of continuing to be the brand’s sole Melbourne retailer.

Lotus spokesman Alastair Florance underlined the UK-based company’s plans of becoming a more popular brand both globally (where it sells 4600 cars per annum) and in Australia.

He said the extruded and bonded aluminium structure that has underpinned the Elise roadster for nine years would evolve into the basis of a family of supercars.

This is likely to include a replacement for the current Esprit – which ceased production this year – that is expected to debut at next September’s Frankfurt motor show.

"Lotus is on the edge of becoming a higher volume manufacturer, so it’s a logical decision to make Lotus distribution part of the family in Australia," he said.

"The Elise structure will go to the next stage: a versatile vehicle structure of steel, aluminium and composite materials that will form the basis of a family of supercars including a mid-engined supercar that’s only a few years away. It will be a phenomenally good car, as part of a phenomenally good family of cars."