The new Lotus Elan and Lotus Esprit models are too similar to each other. The models, presented at the 2010 Paris Motor Show as concepts, have undergone a survey process at Lotus with both fans and customers saying they’re not different enough. Criticism was also aimed at what is perceived as a “heavyweight” future Elise model.

According to Autointernationaal.nl, designer Donato Coco is already at work to distinguish the Esprit and Elan, although it will be a race to the finish as the models have been planned for a 2013 debut. Both models are set to get more personality but it’s looking increasingly difficult for Lotus to forge its new identity if customer and fan reaction is this.

The models presented at Paris last year showed a new direction for Lotus, with additional “family” models and a broader appeal to the entire line-up. Lotus designers are at work on the Evora restyling, which should carry that model through to 2013, and the Elise and Elan vehicles should now get a different vision.

The Elise has been rumoured to weigh about 1,100 kg and should be equipped with a four-cylinder engine with 320 hp. We have been critics before of Lotus CEO Dany Bahar’s seemingly excessive focus on marketing a message that wasn’t backed up by a clear product direction. But now it looks like Lotus will be hard at work at the drawing board to make the product offering the core of the message.

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