EMIRA: A NEW ERA

WE’VE BEEN HERE BEFORE; MANY times before. We’ve waited for the new dawn, for the rebirth to deliver the bright future. We’ve waited for the next new owner to release the potential that others have failed to do, for the latest high-profile hire to recruit his highprofile mates before scurrying away on discovering just how hard running a car company actually is. It’s why news of how Lotus is going to turn itself around always generates a disproportionate amount of column inches in relation to the success that any of the aforementioned achieve.

So why is it different this time? What makes this Lotus reboot any different from the last half dozen? Two factors: Geely, and the people – led by Matt Windle – that it has invested in to get the job done. And while the Emira is the result of the remarkable journey Lotus has been on since the Chinese giant bought its controlling stake in 2017, it’s the detail that’s been sweated to deliver the new, two-seater, mid-engined sports car that suggests Lotus is finally in a position to make good on its promise.

Emira is a home-grown Lotus, designed,