For one, it’s slightly too big. It misses out on the back seats from its predecessor, the Evora, and while it looks like a mini supercar, the price tag unfortunately leans toward full-blown supercar territory. At $240K AUD, it’s a tough sell, and that’s becoming more apparent. If they’d nailed the pricing, I think they could’ve sold these endlessly. But with brand-new cars piling up on Carsales, and early adopters getting out of theirs—some with fewer than 10,000 km on the clock—at $60,000 below the original price, it’s clear there’s an issue.

Here’s the thing: there was always a loyal core of Lotus enthusiasts who adored the brand, warts and all. They loved the quirks because it made Lotus unique. Then, there was a fringe group—people who liked the idea of a Lotus but could never stomach actually owning one. The Emira seemed like the model that could bridge that gap, offering something accessible and usable. But beyond those two groups, who’s really left? Sure, people say they love Lotus, but mostly, they like that someone else owns one.

And now, looking at the stockpile of Emiras, it feels like Lotus may have saturated its market. The AMG-powered version, which Lotus hoped would draw in a new crowd, didn’t come with a manual option—a major misstep. It alienated the purists, the very people Lotus could rely on for support.

With Lotus now owned by Geely and the brand’s future leaning towards an all-electric lineup, it’s no surprise the sports car strategy feels overlooked. But if Lotus is to survive, they need to remember who their core audience is and figure out how to reconnect with them moving forward.

If Lotus truly wants to compete with Porsche, they’ll need to get serious—not just about the cars, but about the entire sales and service experience. Otherwise, the Emira, much like the upcoming Eletra and Emaya, risks being a beautiful folly—cars that had no idea who they were built for.