The furious five

Peter Guenzel’s photo essay on Lotus captures the extreme effort the British sports car company went to launch five concept cars at the 2010 Paris Motorshow, heralding a new era for the company. It was an incredibly ambitious plan, one that involved shifting the entire perception of the company from niche specialist to global lifestyle player. The gamble failed, and not a single one of the models shown made it to production.

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