(This is an electronic mail backup to a telefax I just sent to Hethel.)
1530 Portola Avenue
Palo Alto, CA 94306
Mr. Alastair Florance
Group Lotus, Ltd.
Hethel, Norwich NR14 8EZ
via telefax: +44 1953 608 133
Dear Mr. Florance:
I've recently read a couple of articles (one in Road & Track, one in the
New York Times) that say, in effect, "Lotus are finally getting serious
about bringing the Elise to the United States but are uncertain - they'd
like to hear from potential buyers."
I am one of those potential buyers, and I think it's very important that
you hear from me.
Bring us the Elise. Bring us the Elise the way it is right now, the way
that the reviewers have driven it and raved about it. The way that the car
was designed: to be a return to the principles that Colin Chapman espoused
when designing his cars. The cars that made the Lotus name famous in the
first place, that allowed Jimmy Clark to express his nature and be an idol
to people across the world.
I get very afraid when I read statements like this one, attributed to Arnie
Johnson: "[The Elise] needs more horsepower over here, to compensate for
the extra weight that comes with air-conditioning, carpeting and other
comforts."
The Elise may need more horsepower, but it most certainly does not need
air-conditioning or carpeting. Or electric window lifts, heated seats,
memory cupholders or a power top. Not for the people who want, nay need
this car. People like me.
I can buy a Boxster, or a Miata, or a Z3, or an SLK. I don't want any of
those - they're too expensive, too heavy, or too ubiquitous. They have too
much stuff already. They have far too little character.
And I bet Lotus doesn't want to go head-to-head with the marketing
departments of the behemoth companies that are behind them; the people that
want the Elise, people like me, aren't listening to them, anyway.
People like me. People who want a Lotus, not a Lexus. People who know all
four of Anthony Colin Bruce Chapman's names, know the difference between a
Lotus 26 and 28, who know and appreciate the fact that every five pounds of
weight removed is the same as adding one horsepower. These are the people
who will make your car a success if you bring it in the way it is, and a
failure if you market it to people who are moving up from a Civic Del Sol
or Capri.
I am at the point where, in order to find the car I want to drive, I am
prepared to go out in search of a Series 2 Elan and restore it. I have the
money, and I have the will. I would much rather put that money into the
hands of Group Lotus for a new Elise. I will do that, gladly, if you will
just stop selling out the people like me who have been waiting for you to
find your way again.
I understand that some changes will be needed to bring this car into the US
- bumpers, for example. Colin Chapman was faced with this problem for the
(original) Elan and came up with an ingenious solution. I have faith that
the designers of the Elise will come up with an equally appropriate
solution to the same problem, 35 years on. If you need more power, then may
I suggest looking at the Ford Zetec or the V6 in the SVT Contour - I seem
to recall that Ford and Lotus have had successful collaborations in the
past.
Just give us the car, thank you. Don't let the marketing people mess with
it to try to "enhance market share" or "broaden appeal" or "respond to
customer survey ratings". They don't know what they're talking about.
They're the same marketing people that have been leading you astray about
what the U.S. buyers want in a Lotus: you may want to look at the U.S.
sales figures for Lotus Cars, and then hire new marketing people. They
obviously have no idea what U.S. buyers want in a Lotus, given how many I
see on my way to work each day.
We will buy the car. We won't complain that the ride is too hard or that
the wind musses our hair or that our feet get wet in the rain. We will wax
rhapsodically about the power to weight ratio and crisp handling and
marvelous braking.
We will buy a piece of history, unsullied by thirty years of marketing
expertise. A direct line to the heritage of Lotus and Colin Chapman. The
pure, authentic sports car we've been waiting for.
Thank you. I wish you luck bringing the Elise to the United States, and
can't wait to open my checkbook to purchase one.
Sincerely,
/s/ C. A. Kantarjiev
Cc: Anthony Shute, Elise platform manager
Simon Wood, director of operations
Roger Becker, head of chassis engineering
Thos. L. Bryant, Editor, Road & Track magazine
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