Lotus registrations have been in a downward trend for the past 12 years and show little sign of improving.
Registrations for 2013 averaged little more than one car a month for each of its 14 dealers, although it was still a better year than 2012 and the ambitious new model plans revealed with unprecedented fanfare at the 2010 Paris Motor Show now seem like a surreal fantasy.
But the basic ingredients for a successful niche manufacturer are still there. The three-car line-up – the Elise, Exige and Evora – comes with proven Toyota power, offering driving enthusiasts more thrills per pound than almost any rival, and the engineering know-how found in the talented staff at its Norfolk HQ is legendary.
A £100 million investment from its new management, DRB Hi-Com, to fund new models, as well as a £10m government grant to help train more than 300 new staff, are welcome boosts. The turnaround can’t come soon enough.