Of course, a limited number of these European Elises have found their way to North America, but not officially. It has been nearly 14 years since the company has introduced a new model in North America, that being the 1990 debut of the short-lived Elan roadster.
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| It has been nearly 14 years since Lotus has introduced a new model in North America. (Photo: Lotus) |
On the subject of succeeding in the North American market, Mark O'Shaughnessy, director of sales and marketing for Lotus Cars USA Inc., commented to Reuters just before the unveiling, "I think it's a question of being able to offer the right product."
O'Shaughnessy offered that the new Elise's target buyer would most likely be both older men looking for what he dubbed a "fun machine," along with younger people capable of spending a higher price for "style and performance."
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| Lotus distribution will be "relatively widespread," with top-tier sports car retailers across the continent offering new cars for sale. (Photo: Lotus) |
And just what kind of performance can be expected of 190-hp? Being extremely lightweight, thanks to its bonded and extruded aluminum chassis, the Elise will zip from zero to 100 km/h in less than five seconds and top out at a maximum speed of 241.4 km/h (150 mph).
Don't attempt to look for stand-alone Lotus dealers though, as expected sales still won't warrant a major investment by retailers. But just the same O'Shaughnessy said Lotus distribution will be "relatively widespread," with top-tier sports car retailers across the continent offering new cars for sale.
O'Shaughnessy coyly commented on Esprit sales mentioning that they have been "relatively even nationwide," accentuating his surprise that sales in colder jurisdictions where convertible sports cars traditionally shouldn't sell as well are similar to those in warmer regions. The comment was a great setup for his follow-up quip, "We'd like to see our performance improve on the West Coast, frankly."
A price for the Elise has yet to be announced, and is not expected until sometime in the first quarter of 2004 to correspond with a dealer launch of the new car. More information about the Elise can be found at the company's North American website at www.lotuscars.com. Canadians interested in the brand should contact either Weissach Performance in Vancouver (www.weissach.com) or Gentry Lane Automobiles in Toronto (www.gentrylane.com).