Old brand reinvents itself to tackle BMW, Mercedes-Benz and Porsche: How Lotus intends to shake-up the premium electric and performance car markets

AutoExec Summary
Forget everything you reckon you know about Lotus. The Chinese-owned British brand is in the midst of a dramatic reinvention and has set its sights on challenging the likes of BMW, Mercedes-Benz and Porsche, while also still competing against traditional rivals like Aston Martin and Lamborghini. It has already been well-documented that since coming under the control of Chinese automotive giant Geely, Lotus has switched its focus to an electric future with only the Emira sports car remaining with an internal combustion engine. It’s also ditching its focus on lightweight, simplistic sports cars in favour of more complex but also more luxurious vehicles.

Brands mentioned: Lotus, BMW, Mercedes-Benz, Porsche, Aston Martin, Lamborghini, Geely, Audi, Ferrari