Lotus is repeating a promise it last made 11 years ago with the announcement this week that it will ambitiously expand its lineup.
The promise matches and perhaps exceeds the one memorably made at the Paris auto show all those years ago when the UK brand unveiled concepts detailing five new cars over five years, including a sedan.
The Paris plan however was doomed to fail. Within two years it was shelved and the boss responsible for this vision -- former Ferrari executive Dany Bahar -- had been fired.
On Tuesday, Lotus promised four new electric cars in five years, prompting the question: will history repeat itself?
There is a big difference, however. This time the question mark is not whether Lotus can deliver the cars, it's whether they can deliver them and retain brand identity.
Of the four promised new cars, only one is a sports car. Two are SUVs, the largest the size of a BMW X5, and one is a sedan.
Bahar's vision was unrealistic, but the new models -- four of them sports cars -- all stuck pretty much to Lotus's lightweight sports car philosophy. And the designs of the Esprit, Elise, Elite, Elan and Eterne were striking enough to appeal to brand aficionados.
Under new owners Geely, however, the delivery of the plan certainly looks realistic. The question mark over financing and production capacity have been removed thanks to the Chinese company's massive investment, including in a new factory in Wuhan, China, set to start assembly later this year.
Unlike at Paris 2010, no one is doubting the ability of the new Lotus to make good on its promise.
The question now however is how will Lotus ensure that an SUV with a battery size ranging between 92-120 kilowatt hours will drive like a Lotus? The weight of the battery pack alone could exceed that of Lotus's original sports car, the Seven, which weighed about 500kg.
Lotus's boss Matt Windle assured us that cars on the new Premium architecture for non-sports cars will be "among the best cars to drive and the lightest cars in their segments."
Lotus is following a path successfully taken by Porsche, which diversified into SUVs and sedans without sacrificing its sports cars.
Lotus clearly could not continue to rely on selling just mid-priced sports cars. Despite their strict adherence to the original lightweight philosophy established by visionary founder Colin Chapman, the market was dwindling to the point they were financially unviable.
But how Lotus will persuade a new generation of buyers that its new SUVs maintain that link to the past will be one of the most pressing questions facing this company as it expands in a way that Dany Bahar, for all his sky's-the-limit dreaming, could never imagine.