Will the Lotus Emira be Enough to Put Lotus Back on the Map? | MotorBiscuit

In just a few day’s time, Lotus will finally be unveiling their newest model — and don’t worry, it still carries the “E” name tradition. The Lotus Emira will be just one of the several new models to be presented by the British manufacturer, and among the excitement, it has stirred up, there has also been a lot of speculation and controversy. While you can find many Lotus cars on the used car market, it isn’t as common to find them brand new, but either way, they are surprisingly affordable for the driving experience they offer. Regardless, Lotus has been far from a popular car brand in North America, but will the new generation of cars do anything to fix that?

Lotus focuses on a niche market of drivers

A badge of a Lotus car | Martyn Goddard/Corbis via Getty Images

If you’ve ever sat behind the wheel of a Lotus, you know how truly driver-focused these vehicles are, but they do offer a more raw driving experience than many sports cars. While the more modern versions of cars like the Lotus Evora offer more comfort features and sacrifice the weight-reduction tactics used in the Elise and Exige, they are far from the most comfortable cars to get in and out of. Regardless, the unparalleled driving experience has made the car an invaluable part of many car enthusiast collections — including several that I personally own and have enjoyed driving for ludicrously long distances.

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