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What is 'the other sportscar'?


Matt W

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Was just having an idle glance at the Lotus website, and on the Emira page is the strapline... 

"NOT JUST ANOTHER SPORTS CAR. THE OTHER SPORTS CAR" 

If the Emira is 'the other sportscar', then what is the other other one? I may be just being dim, but I'm not quite sure I get it. Do they mean "The sports car"? 

 

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Wild stab in the dark, but I'd suggest it's a figure of speech conveying a nuance regarding the considered uniqueness of the vehicle amongst its peers.

British Fart to Florida, Nude to New York, Dunce to Denmark, Numpty to Newfoundland.  And Shitfaced Silly Sod to Sweden.

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Ha, I think all of the above are likely true. I still think they could have done a lot better but hey-ho.

It matters not - the looks of the car does all the talking anyway. 👍

If it has an engine, I am there to thrash it.

My Emira Videos  |  Into Motorcycles? Motorcycle Channel

 

 

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Yep, the F-Type is definitely a rival as that was the only other car I was potentially looking at in that sort of price range, the V8 SVR. IMHO it is perhaps the best looking car of the 21st century.  The Cayman was never ever on my radar as I would only ever be interested in a 911.

The Emira is a different car to the F-Type, for sure, but will still nick some orders from it.

If it has an engine, I am there to thrash it.

My Emira Videos  |  Into Motorcycles? Motorcycle Channel

 

 

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I just looked at some photos of an F-type. Very bland in appearance in comparison to the Emira. I have seen an F-type on the road down here in Geelong and thought it looked really nice, so the Emira is going to look incredible if I ever get to see one.

All we know is that when they stop making this, we will be properly, properly sad.Jeremy Clarkson on the Esprit.

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I love it. 

Different sort of car for sure. I see the F-Type as a GT, the Emira is pure mini-supercar.

 

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If it has an engine, I am there to thrash it.

My Emira Videos  |  Into Motorcycles? Motorcycle Channel

 

 

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19 hours ago, glen8 said:

Gotta be the porsche Cayman IMHO

I think the sports car, the original sport car has always been the 911, I think that Lotus is trying to undercut the 911, they  benchmarked the Cayman really well, but Cayman buyers have been for years, people not quite able to go for its big brother. So when lotus says that "the other sportscar". I don't think they are talking about a model in particular but rather a brand. They are taking aim at Porsche in general and If Emira will compete with Cayman mostly, Emira may have free reins to go hunting above its weight class.  I was just about that 478bhp leaked image, i don't think it was a gaffe or a computer glitch, I think it was purposeful or I hope it was ; an Emira with 478bhp and a weight trim becomes a defacto competitor with a certain GT3.

I think Lotus want people to think about them as the other sportscar maker, the other being naturally Porsche, all the others being generalists masquerading as sportscar manufacturers.

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To be honest, I think their 'the other sportscar' is meant to be ambiguous, deliberately leading to the range of interpretations expressed above.

 

However, I don't think it's a great approach; having potential customers looking confused, scratching their respective heads and saying, 'Eh?' isn't really helping anyone.

 

Luckily, the car seems superb and will hopefully pretty much sell itself!

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Lotus tried this with the Evora, pitching it between the Cayman and 911 price-wise rather than head to head with one, and hoping to differentiate with the 2+2 as well as nailing it with the ride & handling.  But that didn't work out for them, for several reasons that have been well-rehearsed on here and elsewhere.  Trying to out-Porsche Porsche is a very difficult approach if you try it head on.

The Emira is tackling it a different way and I think the healthy debate about looks, performance, handling, spec, pricing, quality etc is great.  It's getting people thinking about why they want a sportscar and whether a Cayman or F-Type or Emira meets their own personal criteria.  It will hopefully encourage more people to look closer and take test drives.  In that respect the Emira is "the other sportscar", the stalking horse or credible alternative for whatever car first popped into your head when you thought "sportscar".

I also suspect many sportscar buyers would love a supercar but feel they can't afford to buy and/or run one, so an Emira that looks like a baby supercar but costs and performs similar to other sportscars is an attractive option.

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2 hours ago, TomE said:

"It's getting people thinking about why they want a sportscar and whether a Cayman or F-Type or Emira meets their own personal criteria.  It will hopefully encourage more people to look closer and take test drives.  In that respect the Emira is "the other sportscar", the stalking horse or credible alternative for whatever car first popped into your head when you thought "sportscar". 

Agreeing that is a likely shortlist for many, I suspect the final choice for those that go for an Emira will not be based so much on explicit, factual or numeric criteria as the “never mind the details, I’d really love to have one of those” factor. Those who pick the Cayman or the F-type will be “being sensible”: going for the well-established, well known, safer choice – albeit with wistful backward glances at the Emira in many cases, thinking “perhaps one day, but I just can’t risk it now”.

“Criteria” may put that group fairly close in analysis, but when it comes to head vs heart, they seem pretty far apart to me. So I don’t think the PR that pitches the Emira as being straightforwardly in the same basket and to be compared with “The Others” as being that good a line. I’d have prefered something like “The One You Really Want”.

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9 hours ago, NedaSay said:

I think it was purposeful or I hope it was ; an Emira with 478bhp and a weight trim becomes a defacto competitor with a certain GT3.

I agree. Lotus have been anal about details so it must have been some sort of nod to their intentions.

478BHP - this is more akin to what I was very originally expecting and I was geared up for it to cost £105k.

I can't recall why I thought that. It would mean only having one Emira for me but what a beast that would be.

If it has an engine, I am there to thrash it.

My Emira Videos  |  Into Motorcycles? Motorcycle Channel

 

 

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3 hours ago, TomE said:

In that respect the Emira is "the other sportscar", the stalking horse or credible alternative for whatever car first popped into your head when you thought "sportscar".

 

So like saying 'Listen we are a serious alternative and you need to try the Emira before making any other sportscar decision'.

Sounds feasible.

It appears at first to be a bit defensive and showing a lack of confidence but, delving deeper, it is good that it is not in any way arrogant and entices people to at least try it. If that is the case, then they might well have pulled a masterstroke as one of their main targeted metrics would have been to get the masses to at least 'try' the car.  They know they will have excellent conversion rates once a person experiences it.

If it has an engine, I am there to thrash it.

My Emira Videos  |  Into Motorcycles? Motorcycle Channel

 

 

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That’s a big part of it.  We know test drive to sale conversion is high.  And that even 10+ years after launch there are people driving other sportscars who have never heard of the Evora, let alone driven one.

If you dangle the hooks of “it looks amazing” and “starts from under £60k” and “we’ve spent £100m to improve quality” then maybe you can get people to think “perhaps I should drive one rather than rule it out”. 

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600bhp with a £400k price tag.  Don’t think we’ll be seeing those performance numbers out of the Emira. 

Previously owned :Exige 380,  Exige 350,  Evora 400,  Exige V6S,  Esprit GT3,  2-11 SC,  Evora S,  Elite 501

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17 hours ago, Evotion said:

I agree. Lotus have been anal about details so it must have been some sort of nod to their intentions.

478BHP - this is more akin to what I was very originally expecting and I was geared up for it to cost £105k.

I can't recall why I thought that. It would mean only having one Emira for me but what a beast that would be.

Let me formulate and educated guess. You wanted this car  to be an Esprit successor, but that is not what the Emira is.

I, for one, am glad about that, getting another 100k plus entry level supercar which is only set to get more expensive with ulterior versions is not moving the game forward in terms of making this type of cars available.

I think that at 60k entry price, in bone stock form, without the leather seats, the premium sound option, a base color, touring package, the car is in a league of its own visually speaking. Yes, Cayman may remain a more popular option as will the F-Type or the C8 and a few others... Do they look as good or exotic, will they drive as nicely? I don't think so.

On specs, it will be compared to cars that are way pricier and faster. but why pay for speeds you cannot reach without losing your licence?

The Emira, Lotus just presented is the first of things to come.  Will it get more powerful versions ?I do think so.

Will lotus decide to put 600bhp into it? I seriously doubt it, but I've been wrong many times before. Still opening the GR-FE to change the cams, pistons and rods may not be worth it.  However if Radford has paid in kind for a batch of engines and some end up not sold or if Geely says do it, who knows. We may get a very limited edition of crazy stupid fast and pricy Emiras hooning about in 2026 or something. Will they decide to ditch the V6 for the 4cyl? In north America at least, it would be a mistake, the V6 will keep the upper hand especially on something that is a lifestyle/trophy car.

Food for thoughts, back when JMG was still in charge, he mentioned that the next top spec car would be slightly more powerful then the most powerful in the range, in its top spec, back then it was the Evora and Exige with the 436bhp engine spec.  With 478bhp, the Emira would match that expectation that I have of a slightly more powerful top spec car. I think it is a sensible number for a sportcar. Especially with a slight weight loss and refined componentry.

 

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2 hours ago, NedaSay said:

I think that at 60k entry price, in bone stock form, without the leather seats, the premium sound option, a base color, touring package, the car is in a league of its own visually speaking.

Absolutely.  I believe it to be a bargain at that level though we might see very few specced poorly in reality.

I will be happy with the 416HP V6 for sure.  Any more later on is a bonus but it would have to be an epic improvement for me to trade.

If it has an engine, I am there to thrash it.

My Emira Videos  |  Into Motorcycles? Motorcycle Channel

 

 

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7 hours ago, Evotion said:

Absolutely.  I believe it to be a bargain at that level though we might see very few specced poorly in reality.

I will be happy with the 416HP V6 for sure.  Any more later on is a bonus but it would have to be an epic improvement for me to trade.

Also that base V6 form is hum Porsche Cayman GT4 power level... just saying.

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