Morgan 1, Lotus 0

Anyone who looked on with scepticism at the freak show that was the Lotus stand in Paris 12 months ago won’t have had their doubts quelled in Frankfurt. If this is a company that’s finally turning its fortunes round, it’s got a funny way of showing it.

New performance versions of the Evora aren’t going to change anyone’s perception of a money-losing firm. Neither will they reassure onlookers that a new management knows what it’s doing. Similarly, does a car maker really need to have its own money pit in the shape of a Formula One team? The only way that folly helped Spyker was to prepare people for its failure when it took Saab over.

While Lotus has been making itself look a bit silly, Morgan quietly gets on with the business of making cars at a profit. It doesn’t make grandiose claims, try to reinvent itself, or spend a vast amount of cash on its image. I know which company deserves to be taken more seriously.

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About James Foxall

My 25-year career has been built on writing words that audiences want to read. Those words have been clear, concise, and imbued with the personality of the organisation they were shaped for. They’ve appeared in specialist magazines and national newspapers as well as marketing materials for commercial organisations. I was motoring editor at the News of the World for seven years and I still write a regular column for the Daily Telegraph. More recently as companies become publishers I’ve transferred my editorial skills to commercial organisations. My entire career has been in the automotive industry; my passion for effective communication is still rivalled only by my love of cars and motor sport. View all posts by James Foxall

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