The Bond movies have been able to mesmerise innumerable fans with its action sequences and so have the sports cars showcased in them. Racing and sports cars by the British auto maker Lotus were also featured in Bond movies, namely “The Spy Who loved me” and “For Your Eyes Only”. However, it has been 30 years that any of the Lotus car models featured in Bond flicks.
Lotus is currently owned by Perusahaan Otomobil Nasional Bhd (Proton), the Malaysian automobile manufacturer of sedans and taxis. Since 1996, the Malaysian car maker has not been able to earn any profits from Lotus. Reportedly, profits are not expected to flow in until 2014.
According to the investors, Proton should abandon the British sports car manufacturer. Gan Eng Peng, one of the investors stated, “It will make sense for them to sell it”. He even added, "Proton and Lotus are not a good fit. They are in different market segments, both in terms of geography and product."
The Proton owned Lotus has continuously failed to make its mark in Europe against the likes of Ferrari SpA and Porsche AG. However, the company is popular for its efficacy in designing lightweight frames. However, in order to survive the fierce competition, Lotus needs support of global automobile firm that is stronger than the Proton.
Though the company is not financially strong, Danny Taner Bahar, the Lotus Chief Executive believes that the firm will be able to generate profits by 2014, only if they continue to have the fiscal support. He further added that, “The only thing we can do is show the current owners, or the new owners, that we are absolutely in line with the business plan that we have presented,".
All said and done, automobile world will be looking forward to see revival of Lotus in the upcoming years. Till then fingers are crossed and one can hope that Proton owned Lotus does not meet the similar fate as the Saab Automobile.
