Matt Windle promoted, says he wants to build more cars at Hethel

Hot off the presses!

Lotus has a new European boss – and he wants to build more cars at the firm's Norfolk factory | Autocar

Production at the brand's UK base could be broadened, says Matt Windle, potentially to include the Polestar 6

www.autocar.co.uk

 

[seriously]

According to Autocar:

Exclusive: Lotus to name new Europe head following shock departure of boss after just few months in post | Autocar

Company's Chinese HQ takes a tighter rein as Europe boss Matt Windle steps down after four months

www.autocar.co.uk

Really bad. I have a well functioning Emira, so I'm happy. But this would make me hesitate if I was in the market for a new one...

 

[Foxy87]

Really bad. I have a well functioning Emira, so I'm happy. But this would make me hesitate if I was in the market for a new one...

Why exactly?

 

[Eagle7]

Really bad. I have a well functioning Emira, so I'm happy. But this would make me hesitate if I was in the market for a new one...

Yeah, this doesn't feel good at all.

 

[seriously]

Why exactly?

I just don’t trust the direction Geely wants to take. With an insider Lotus guy at the helm it feels like you have someone on your side. When every dissenting voice is kicked out, then you don’t feel good about the brand’s future direction. As a prospective buyer I might still be enticed by the “last ICE” marketing. It’s really the “last lotus” Lotus will make at this point.

 

[me73]

Why exactly?

Someone who comes from within the company understands the things that make the brand identity. They've been engolfed in the culture and understand what is valued by both customers and employees. Bringing in an outsider without perspective or even worse an agenda without context will generisize until it's unrecognizable.

 

[Lotustoronto]

This is from Autocar regarding the new UK/EU boss "Mao joined Lotus in 2022 as president of China operations after moving from Lincoln, where she was head of Asia Pacific and China for the US premium brand. Prior to that, she was head of marketing in China for Mercedes-Benz after building a career in journalism."
It's not like she does not have experience working with high end brands from the US / EU. It is an impressive resume and arguably better than Matt Windle's in terms of experience at C-Suite levels.

Let's remember that Windle was part of building Lotus' Vision 80 timeline - this was back in 2017/2018, when Tesla was the darling of the Auto industry and everyone was pivoting to EV. (including government emissions bans) Windle came from working at Tesla, let's not forget that. He was more instrumental in going full EV than many here think. Take a read of this older interview to get perspective, than it will make more sense why Geely is needing to step in on the UK operations side.

Lotus Boss Matt Windle Talks Evija Delays, Emira Hype, and Big Plans for the 2020s

He's got one of the best jobs in automotive, but convincing generations of Lotus fans to love EVs might be harder than it looks.

www.thedrive.com

 

[me73]

This is from Autocar regarding the new UK/EU boss "Mao joined Lotus in 2022 as president of China operations after moving from Lincoln, where she was head of Asia Pacific and China for the US premium brand. Prior to that, she was head of marketing in China for Mercedes-Benz after building a career in journalism."
It's not like she does not have experience working with high end brands from the US / EU. It is an impressive resume and arguably better than Matt Windle's in terms of experience at C-Suite levels.

Let's remember that Windle was part of building Lotus' Vision 80 timeline - this was back in 2017/2018, when Tesla was the darling of the Auto industry and everyone was pivoting to EV. (including government emissions bans) Windle came from working at Tesla, let's not forget that. He was more instrumental in going full EV than many here think. Take a read of this older interview to get perspective, than it will make more sense why Geely is needing to step in on the UK operations side.

Lotus Boss Matt Windle Talks Evija Delays, Emira Hype, and Big Plans for the 2020s

He's got one of the best jobs in automotive, but convincing generations of Lotus fans to love EVs might be harder than it looks.

www.thedrive.com

So Mao has never worked in Hethel. I wonder how much interaction he's had with the people working the line and if he believes in Chapman's principles.

 

[Orchardbike]

So Mao has never worked in Hethel. I wonder how much interaction he's had with the people working the line and if he believes in Chapman's principles.

The best thing for lotus would be if they believe in actual customer care.

 

[seriously]

Hmm, so a publicity/branding background with expertise in the Chinese/Asian market promoting luxury brands. Do you think she knows how to drive a manual or even likes sports cars? A luxury brand's idea of a sports car is probably the polar opposite of Chapman's ideals. This is a good fit for the Eletre, but not the Emira. Hopefully she finds a way to keep the company afloat.

 

[Lotustoronto]

So Mao has never worked in Hethel. I wonder how much interaction he's had with the people working the line and if he believes in Chapman's principles.

She is Female.

 

[Lotustoronto]

Hmm, so a publicity/branding background with expertise in the Chinese/Asian market promoting luxury brands. Do you think she knows how to drive a manual or even likes sports cars? A luxury brand's idea of a sports car is probably the polar opposite of Chapman's ideals. This is a good fit for the Eletre, but not the Emira. Hopefully she finds a way to keep the company afloat.

They tried to give the Brits a chance.... not sure if you noticed, but it hasn't exactly gone smoothly.

 

[Jinba ittai]

They tried to give the Brits a chance.... not sure if you noticed, but it hasn't exactly gone smoothly.

The British sports cars have done a hell of a lot better than the Chinese EVs.

 

[idleuser]

What can go wrong? Fire the guy who made the only profitable product for the company.

 

[admu]

My opinion is based on my experience as a frustrated buyer. I'm still waiting for my Emira, going on for 14 months now. I don't understand why UK was flooded with Emiras while the US supply is just a trickle. I don't work for Lotus but I think there were several buyers in the US who have orders but just walked away due to the long wait . This is lost opportunity for Lotus which was under Windle's leadership. Lotus, ship your darn cars to the US while people are still interested. Don't leave money on the table. I'm sure dealers are frustrated as well, having a list of eager customers but no cars to sell. Lotus, you have customers. Make them well and ship them fast.

 

[Jinba ittai]

My opinion is based on my experience as a frustrated buyer. I'm still waiting for my Emira, going on for 14 months now. I don't understand why UK was flooded with Emiras while the US supply is just a trickle. I don't work for Lotus but I think there were several buyers in the US who have orders but just walked away due to the long wait . This is lost opportunity for Lotus which was under Windle's leadership. Lotus, ship your darn cars to the US while people are still interested. Don't leave money on the table. I'm sure dealers are frustrated as well, having a list of eager customers but no cars to sell. Lotus, you have customers. Make them well and ship them fast.

Not trying to get political but that whole tariff thing is part of the reason for the delays in the US. Also, have you read about the issues on some of those early UK cars? I’m happy the North American deliveries didn’t start until the cars were better sorted. Hopefully it’s smooth sailing moving forward.

 

[Foxy87]

I just don’t trust the direction Geely wants to take. With an insider Lotus guy at the helm it feels like you have someone on your side. When every dissenting voice is kicked out, then you don’t feel good about the brand’s future direction. As a prospective buyer I might still be enticed by the “last ICE” marketing. It’s really the “last lotus” Lotus will make at this point.

ok but that has nothing to do with buying a new emira, as this product already exists. There is no difference to your „older“ emira…

 

[Foxy87]

Someone who comes from within the company understands the things that make the brand identity. They've been engolfed in the culture and understand what is valued by both customers and employees. Bringing in an outsider without perspective or even worse an agenda without context will generisize until it's unrecognizable.

I understand that but he said he would hesitate to buy a new emira, which doesnt make sense to me as the car is already developed and which direction the brand will continue to build cars has no effect on current new emiras…

Yeah I too wish that they get back on track and buy proper sportscars. But as long as I can get one of lotus last sportscars, that is fine by me.

 

[Lotustoronto]

The British sports cars have done a hell of a lot better than the Chinese EVs.

What can go wrong? Fire the guy who made the only profitable product for the company.

I guess I look at it a bit differently. I felt the Vision 80 was led by the British team and funded / approved by Geely - Peter Horbury (RIP) led design on the EV's, Windle executed Emira manufacturing setup, Mike Johnstone set up the commercial and sales aspect world wide (perhaps the biggest fail). Phil Popham was the person who started Vision 80 and EV only idea - including overseeing / sign off on Evija. Richard Moore from Lotus Engineering designed most of the architecture used in the EV's (based on existing Geely archtecture). Geoff Dowding: Global Director of Sales & Aftersales. Geely was the money and certainly placed the CEO to oversee that it was being spent correctly.

When you dive into the key players of Vision 80 and who was at the helm, it certainly paints a different picture than "blame the Chinese". Remember, when these ideas were launched the world was a different place and if you weren't going to compete in the EV space, your brand was over. Things have changed obviously.... and here we are. How many of the names are left from Vision 80? Probably not many...

 

[Six Speed Stephen]

The best thing for lotus would be if they believe in actual customer care.

Ironically they recently discovered that marketing is a thing, and to be honest, their marketing recently has been great. Now they need to do that for the rest of the brand

 

[Jinba ittai]

I guess I look at it a bit differently. I felt the Vision 80 was led by the British team and funded / approved by Geely - Peter Horbury (RIP) led design on the EV's, Windle executed Emira manufacturing setup, Mike Johnstone set up the commercial and sales aspect world wide (perhaps the biggest fail). Phil Popham was the person who started Vision 80 and EV only idea - including overseeing / sign off on Evija. Richard Moore from Lotus Engineering designed most of the architecture used in the EV's (based on existing Geely archtecture). Geoff Dowding: Global Director of Sales & Aftersales. Geely was the money and certainly placed the CEO to oversee that it was being spent correctly.

When you dive into the key players of Vision 80 and who was at the helm, it certainly paints a different picture than "blame the Chinese". Remember, when these ideas were launched the world was a different place and if you weren't going to compete in the EV space, your brand was over. Things have changed obviously.... and here we are. How many of the names are left from Vision 80? Probably not many...

Seems you know a lot more details than I do. However, I imagine that Geely funding came with some level of influence and I think I can see it in the Eletre and the Emeya execution. These vehicles are antithetical to everything Lotus has traditionally stood for. I agree the world was headed to EVs back then. I think the Evija did it in a way that respects the Lotus brand (hydraulics in the steering, conventional brakes, focus on dynamics) and I was optimistic that the Type 135 was going to as well. The Emeya and Eletre seem like they slapped a lotus logo on some other brand’s product.