Lotus Showcases The Ultimate Enthusiast's 3-Car Garage

Of all the manufacturers making an appearance at the Goodwood Festival of Speed this year, Lotus is perhaps the one that needs to be there the most. It's a small, niche brand that upended its lineup of lightweight barebones sports cars in favor of the heavier, more lavishly equippedLotus Emiraas its final ode to combustion before it becomes an EV-only brand. It's also a brand that needs to pull the kind of money Goodwood attracts with its latest hypercar, the Lotus Evija.

But most importantly, it's the brand that needs to bringmainstream awareness to its electric luxury SUV, the Eletre. And as much as those names sound more like trendy children's names, each of them is present at Goodwood this year in what Lotus is terming the ultimate three-car garage.

You could argue that the Emira and Evija fill the same niche in some ways as two-seater sports cars, but the Emira is arguably much easier to live with daily, while the all-electric Evija is a nearly-2,000-horsepower weapon of track destruction. The Hethel-based brand has also showcased its most track-focused car in theEmira GT4 race car. Never a brand to 'show-and-shine' instead ofgetting in on the action, Lotus is sending the GT4 and the regular Emira up the hill several times across the span of the weekend, along with the Evija and Eletre to show off the future of the brand.

Showing off sporty performance is all well and good, but ultimately, this is a strategic marketing decision for the British marque. Matt Windle, Managing Director, explains. "Last year we were the featured marque at Goodwood Festival of Speed and all eyes were on the Emira. The attention it attracted and the deposits we took on the stand were phenomenal."