Was there an echo at John's......?
hahaha
steve to answer your question, ariel atoms use the honda motor because its a VERY sick engine. its very very very reliable and is cheap to buy. why in the heck would a small operation like ariel MAKE THERE OWN ENGINE?? that would be just a waste of $$$
lotus uses the celica engine because its cheap, reliable, and available. i believe the honda s2000 motor is what they origonally wanted, but, the celica was cheaper and toyota gave a better insentive. mind you, just think how many tens of millions of dollars the elise/exige went through JUST to come up with a world class chassis design, superior handling, and aerodynamics.
it cost a pretty penny to come up with ANY new engine for ANY car company.
ALSO what you forgot to mention, steve, was that getting cars here into the united states is not all that easy. you need to meet certain requirments in order to become street eligable. for instance you need a motor that passes smog and noise restriction levels. why not buy a already existing engine that meets the standards and just use it and save your small company a chunk load of coin.
edit: i forgot to mention that new cars must be able to drive something like 100k miles without replacing a single part inorder for it to meet us-spec (that means nothing can be changed except oil)... now once agian, its much more cost efficient to use a engine that already meets all of the usa federal requirements.