Lotus and Morgan share space at the 2010 Detroit Auto Show


Photos by Joel Feder for Lotus Enthusiast

Morgan just announced record sales while Lotus is poised to seize record sales of its own with the launch of the much-acclaimed Evora. It seems fitting then that these two historic British automakers share booth space at the 2010 NAIAS in Detroit.

Visitors to the joint exhibit are greeted by a tall stand reserving the cars “For The Few Who Know The Difference”. While the recently-appointed CEO of Lotus Dany Bahar chases dreams of fashioning Lotus into a full-fledged Ferrari competitor, there is no doubt the brand will remain exclusive.

As the first all-new Lotus platform in nearly 15 years, the launch of the Evora is critical for Lotus. Upcoming product investment depends on the success of the Evora, and nowhere is the launch more important than in the United States the largest market in the world for Lotus cars.

As customer Evoras have not yet landed at dealers in North America, first impressions of the Evora will be made by many at the 2010 Detroit Auto Show. It remains to be seen whether American buyers will be compelled enough to spend at least $73,500 in the face of respected competition from Porsche and others.

As seen in our photo gallery below, a Storm Titanium over paprika Evora is featured in the Lotus stand alongside an Elise and a leftover 2009 Exige S 260 Sport (limited to 50 units in the U.S.).

Over at Morgan, the crew from Malvern displayed the new Morgan SuperSports alongside an Aero 8.

A classic Lotus Elan and vintage Morgan rounded out the exhibit.

Nearby, Tesla unveiled a ruby red prototype of its upcoming Model S sedan. Tesla also revealed its 1000th Lotus-based Roadster coupled with a donation of the full MSRP of the car ($175,000) to metro Detroit charities.

The show opens to the public on January 16th and ends January 24th.


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