Lotus and Audi: A Tale of Competition and Transformation
For decades, Lotus and Audi operated in separate market niches, with no overlap in their competition. However, in 2006, the Audi R8 emerged, marking the beginning of a new era. The R8 even went on to win the prestigious Britain’s Best Driver’s Car contest in 2007, beating out a Lotus 2-Eleven. This sparked a series of semi-regular meetings between the two brands, as Lotus fought back with the Evora in 2009.
During this time, Audi was striving to establish itself as a sports car brand, and it made some progress. However, the tables have now turned. Lotus, under Chinese ownership, is seeking to transform itself into a broad-batted, all-electric luxury-performance brand that rivals Porsche, Mercedes-AMG, and BMW M.
Enter the Lotus Eletre and Audi SQ8 E-tron. The Eletre is a 5.1-meter-long, 2.5-tonne, all-electric SUV that represents a significant departure for Lotus. It is unlike anything the brand has ever built before, raising questions about Lotus’ intentions and goals. Can Lotus succeed in the luxury car market?
Design and Chassis: The Eletre’s sheer size sets it apart from the competition. It is longer and wider than the Audi SQ8 E-tron, making no attempt to be relatively small. Despite claims of “lightness of feel,” Lotus does not prioritize weight savings or efficiency, as evidenced by the Eletre’s similar battery capacity and larger wheels compared to the SQ8.
Interior: The Eletre surprises with its spacious cabin, offering ample legroom and versatility. The seats are firm, and there is a high cabin floor, but the rear seatbacks recline, and there is plenty of storage space. The Eletre’s cabin outshines the SQ8 in terms of expensive material lustre and tactile appeal. Lotus has embraced luxury, with soft Alcantara surfaces, textured trim panels, and meticulously crafted fittings.
Driving Dynamics: The Eletre’s driving experience may not match its impressive appearance, but it is still noteworthy. Lotus has carefully tuned the Eletre for comfort and refinement, making it a better-riding luxury car than the SQ8. It steers intuitively and contains body movements well, offering decent grip and balance. However, it feels its heft and lacks the agility and tautness of the SQ8.
Verdict: Lotus has defied expectations with the Eletre, creating an SUV that surpasses Audi in terms of space, comfort, and luxury. While it may not handle as well as the SQ8, the Eletre’s maturity and sophistication win over drivers. It is a big Lotus SUV that challenges established norms and offers a unique take on the luxury SUV segment.
In conclusion, Lotus and Audi’s competition has evolved over the years, with Lotus now venturing into the luxury car market with the Eletre. Despite initial skepticism, the Eletre surprises with its size, interior spaciousness, and luxurious touches. While it may not match the SQ8 in terms of handling, the Eletre offers a compelling driving experience. Lotus has taken a bold leap into uncharted territory, and the Eletre stands as a testament to its transformation into a modern luxury-performance brand.
