AUTOCAR
A Lotus to save Hethal
2025 | CONCEIVE, CONCEPT, CREATE, COMMUNICATE
COMMUNICATE
The Article
The concept was featured as a six page project in Autocar’s Christmas edition, presented as a potential future direction for Lotus rather than a speculative exercise.
The article explores how a modern electric Lotus could remain authentic to the brand while meeting contemporary production and usability requirements. It positions the project as a realistic alternative vision, rooted in heritage but focused on long term relevance.
You can read the full article here:
CONCEPT
Centered around the experience
The interior follows a clear driver first philosophy. The layout is focused, intuitive, and free from unnecessary complexity, reinforcing a strong connection between driver and vehicle.
Materials and detailing prioritise lightness, tactility, and function over decoration. Digital elements are integrated with restraint, supporting the driving experience rather than dominating it. The result is a cabin designed for everyday use without compromising Lotus’ traditional sense of engagement.
AUTOCAR
The Brief
Commissioned by Autocar and led by Editor in Chief Steve Cropley, the project set out to answer a direct challenge. To design a new Lotus product capable of sustaining production at Hethel while remaining true to the brand’s core values.
The concept needed to embrace electrification without losing the principles that define Lotus. Simplicity, lightness, and driver focus. Developed in collaboration with WATT Electric Vehicle Company, the vehicle is based on the lightweight PACES platform and conceived as a credible, scalable production car for a modern audience.
"Driver focused simplicity "
CONCEPT
Honouring the Icons
The exterior design reconnects Lotus with its visual DNA through proportion, clarity, and restraint. Rather than referencing a single model, the concept draws from historic cars such as the Elite, Eclat, and Excel. Sports cars that balanced performance with everyday usability.
Key influences came from two defining Lotus icons. The purity and compactness of the Elise, and the presence and drama of the Esprit. These qualities were reinterpreted into a contemporary form, resulting in a design that feels modern, purposeful, and unmistakably Lotus.
