Last of the line Lotus Emira to be launched on 6th July
- Lotus will reveal final internal combustion engined-car in July
- Brand focusing on all-electric future
- New philosophies on the horizon ahead of 80th anniversary
The final Lotus car to be solely powered by an internal combustion engine, the Emira, will be launched on 6 July. The news came alongside an update on the big plans for the legendary manufacturer’s future.
Known only as the Type 131 up until now, the all-new machine will be unveiled at the Lotus base in Hethel, Norfolk, where the car will be manufactured, before its public debut at the Goodwood Festival of Speed on 8-11 July. Emira is translated to ‘commander’ or ‘leader’ from several ancient languages.
Buyers of the Emira will have a choice between two engines, the proven 3.5 litre V6 from Toyota as used in the Evora, or a unit from an ‘exciting new powertrain partnership.’ This is expected to be new to Lotus and offer highly efficient, cutting edge technology tuned to retain the typical Lotus experience. Previous media suggestions were that the Emira would be a hybrid, but these rumours were quashed by the announcement.
More details on the Emira will be made available when the car is launched in July, but it’s been confirmed that its design is heavily influenced by the new Evija hypercar.
Lotus Cars Managing Director Matt Windle says: “It’s the most accomplished Lotus for generations – the perfectly packaged, powered and formed sports car. Beautifully proportioned, shrink-wrapped, but with comfort, technology and ergonomics built in. With a design inspired by the Evija all-electric hypercar, it’s a game-changing Lotus sports car.”
Like much of the automotive industry, Lotus is switching its attention to electric and hybrid vehicles over the next decade.
The Emira was part of a major announcement from Lotus Cars, which gave an update on Vision80, the plan launched in 2018 to transform the business, revolutionise the product range and deliver results each year, with a target of achieving each of those by 2028, Lotus’ 80th anniversary.
As part of this, Lotus will focus on four architecture levels to deliver new cars; Sports car, hypercar, premium (Evolution) architecture and electric sports cars. The Emira falls under the first category, the Evija under the second, while a range of ‘lifestyle vehicles’ will fall under the third category, aimed at a ‘new era of higher retail volumes and significant revenues.’ The final concept includes the company’s new collaboration with Renault’s Alpine brand, with the aim of generating new products for both marques.
Lotus also confirmed a new set of five principles to guide future models; electrify, amplify, simplify, intensify and personify. All models after the Emira will be electric, Lotus will increase levels of technology in its range while simplifying the driving and ownership experience. The brand will also aim to give each of its models a clear identity, while still retaining the core Lotus values of light weight, exceptional ride and handling and advanced aerodynamics.
The Geely-owned brand is aiming to achieve net-zero status as part of its strategy and will increase its sustainability approach with energy partner Centrica.
A transformed marketing approach is also being implemented, with the launch of a new retail identity. Bahrain’s Manama showroom is the first to feature the new look, while an additional focus is being made on the company’s digital approach.
Our transformation is well under way, and this year it really begins to accelerate through a product-led offensive.
Evija goes into production, Emira is launched, and a new suite of four dedicated vehicle architectures is confirmed to further catapult Lotus into new markets, new segments and new volume territory.
Our global expansion is continuing at pace, with Hethel still very much the heart and soul of the brand, but with a whole new Lotus map of the world to draw upon and to capitalise upon. And finally, new relationships with customers old and new get underway through the evolution of our retail strategy as we embark on volumes, markets and segments never seen before in the Lotus business.
Lotus has a famous history of fast-paced exploits and successes on the racetracks. In the future, that fast pace of change is translated to the roads and to the global automotive market of tomorrow.
Richard Randle is a motorsport PR professional working with the UK’s top racing circuits and the UK’s premier single-seater category, the BRDC British F3 Championship.