
The reboot at Lotus has been much discussed in the motoring press, but amidst all the talk of styling and strategy, one of the brand’s major competitive issues has been widely overlooked. Lotus’s strategy is, in essence, to build up its brand to the level of a Porsche or Ferrari… in other words, reviving the UK’s position in the brutally competitive world of European sportscars. But just as Lotus is eying a return to greatness, targeting the top-tier of the sportscar market, another UK competitor with (at least) equally-burnished credentials is making is own play for a slice of the high-performance road car market: McLaren. Unlike Lotus, McLaren’s racing roots aren’t just deep, but are recent as well; the brand is rebuilding its legacy on the strength of its Formula One racing heritage as much as its legendary F1 road car. And unlike Lotus, McLaren has already delivered one of the more intriguing road cars in recent memory, the MP4-12C, which is lighter and faster than Ferrari’s lauded 458, while breaking new technical ground with its carbon fiber monocoque and adaptive hydraulic suspension.
And now Autocar reports that McLaren is following up its Mp4-12C with a limited-edition flagship hypercar boasting 800 HP from a 5 liter V8 that should hit 100 MPH in 5.5 seconds. With a 2014 launch date, the “Mega Mac” should hit the market just after Lotus introduces its first, rapidly-developed sportscars… and make Lotus’s task of capturing the position of UK’s top sportscar brand much, much harder. Can Lotus make up the difference with branding alone? We’ll sure enjoy watching the battle unfold, as nerdy, product-led, race-tech-happy McLaren takes on splashy, branding-led, glamor-happy Lotus.
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