Lotus adds U.S. dealers to sell new Elise; other models possible
By DIANA T. KURYLKO | Automotive News
Lotus Cars U.S.A. CEO John English hands the keys to a 2005 Lotus Elise to Chris Smith, the first U.S. customer, at the company's headquarters in Duluth, Ga. The roadster is priced at $40,780, including destination.
Lotus Cars U.S.A. Inc. will expand its dealer network by 25 percent now that it finally has launched a new model.
The English sports car maker began deliveries of its Elise roadster this month. The two-seater is the first new Lotus in the United States in nearly three decades.
The Elise is priced at $40,780, including destination.
Lotus expects to bring in 1,100 Elises in 2004 and about 2,400 in the fiscal year that starts April 1, 2005, says John English, CEO of the U.S. subsidiary.
Meanwhile, Lotus plans to expand the retail network from 40 dealers to about 50 by the second quarter of next year, English says.
The 40th dealer, Desert European in Palm Desert, Calif., was added last month. English expects to add another dealership in California within two weeks.
"There are some markets where we are conspicuous by our absence," he says. "We are not in a couple of large cities - Indianapolis and Cleveland, just to name two."
The largest dealers are expected to sell 100 to 140 Elises a year, and the smallest about 10 to 12 cars, English says.
The Elise will be the only vehicle sold by Lotus dealers.
Deliveries of the $94,000 Esprit, launched in the United States in 1976, ended about two months ago, English says. Lotus says it has sold about 60 Esprits this year and says it sold about 150 in 2003.
Dealers have survived the product drought because all are dualed - mainly with high-line luxury brands.
The Elise has been on sale in Europe since 1996. But because of high demand there, a decision to export the car to the United States was not made until 18 months ago.
Lotus may extend its U.S. range by adding a coupe version of the Elise called the Exige.
The Exige went on sale in Europe last March at a price of 44,900 euros (about $55,352 at current exchange rates).
"We are looking at the possibility within the Exige family," English says. "I cannot talk about it right now."
According to published reports, Lotus also is working on a higher priced model that would compete with the Porsche 911 and the Ferrari 360.
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