If the automotive world is one thing, it's competitive. Don't for a minute think that doesn't apply to journalists, both as individuals and for brands. Overly gushing reviews, and seemingly overly-negative reviews should be taken with the appropriate grain of salt.
What videos add to this, is you can see and hear the attitudes coming across much easier than reading print. There's a difference between true objectivity, and someone pretending to be objective so they can talk down a product or service. Pretenders say a few nice things so they can appear to be objective.
With the Emira, I thought the best review which I felt was truly honest and objective, was actually from Shmee, even though he already has one on order. He's under no illusion about what it is or isn't, and doesn't try and justify anything. He knows what the car is, and what it's designed for, and wants one.
Chris' review was accurate for what he did with the car, but he clearly didn't want to say anything negative about the Emira because of his prior ownership of a Lotus at a sentimental time of his life. He has a soft spot for Lotus, and that shows, but that's also not a bad thing. He still doesn't come across as a fan boy though. He also doesn't have one on order I believe.
Harry's review was genuine and realistic for what he wanted; a fun sports car. That's why there was such a noticeable difference in his reaction to the sport and touring chassis setups. At his age, he's not looking to prove anything, so he wasn't interested in putting up with a harsh ride because that's not the style of driving he's looking for.
Henry's review was interesting. He likes Lotus, but when he was talking about not being able to give a comment on interior aspects because it still wasn't final production, there was an unmistakeable irritation in his demeanor. That's also something you usually don't see in his reviews. He can like or not like something but he rarely exhibits irritation; and in this case, it was with Lotus, not the car. Overall he liked most of the car, but he too doesn't have one on order as far as I know.
Those 4 are some of the most seasoned at this sort of thing, and they're all genuine enthusiasts. None of them are trying to make a name for themselves, get a career established, trying to build a reputation, or have anything to prove to anyone.
Most of these other 'journalist/reviewers' come across to me as clearly trying too hard to entertain, be clever, be humorous ala Clarkson and the original Top Gear formula. That can color your review and presentation. The problem all of them have is someone like Chris Harris, who also entertains, but like Clarkson and crew, he has a natural talent for it and is very good at it while still taking care of business. Henry likes to entertain, but it's more about the overall style of presentation than about him specifically. Harry could care less for the most part. It's all about the car and what he's doing with it, which is why his reviews are generally so practical. Shmee has changed over the years. He's steadily becoming less and less preppy, and more realistic in his presentations.
For those doing a test drive, drive the sports chassis. If it's too uncomfortable for you like it was for Harry, then get the touring. It's the only other choice you have if you still want an Emira. The Emira is going to be the most complete and refined Lotus they've ever produced, complete with the best quality, fit and finish. It's not a super car, and it's not a Porsche beater; it's for the driver who's looking for what a Lotus is and does. As Chris Harris said, the engine and trans is adequate, but everything else is sublime, and that's from someone who isn't trying to justify why they have one on order, because he doesn't. He could have said the car's okay, but get a Porsche. He didn't. In fact he said if choosing between a Porsche and an Emira, it would be a tough decision for him, which is saying something.
The sum of it all is Lotus absolutely was not ready for the reaction they've gotten to the Emira, and they've been caught flat-footed in many ways and areas as a consequence. They've looked very green and newbie-ish through all of it, which is uncharacteristic of a company that's been in business for over 60 years. It's the classic behavior of the small town kid who suddenly finds themselves in the spotlight of the big-time. They've dreamed about it, said they want it, but are completely unprepared when it finds them.
I think because of their history, Lotus will adjust and get their act together; they aren't a new startup company after all, even though that's the way some aspects of their performance has appeared for the last year. That's the way it is, and as long as someone understands that, and can be patient while Lotus works through these teething problems, I believe they'll be rewarded with a great sports car.
