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Lotus Exige Sport 410 Quick Spin Review | An unobtainable gem previews an American future

HETHEL, England — You can get the measure of a car brand by the environment in which its products are built. The narrow, bumpy, hedge-lined lanes of eastern England explain a lot about the way a Lotus goes. The character of a company's chief speaks to the brand's intentions as well. Jean-Marc Gales has been portrayed unflatteringly as a Eurocrat bean counter, but his approach has been to strip weight and cost out of the product to the benefit of performance on both track and bottom line, defining brand attributes that Chinese money can hopefully bring to a wider audience. He drives fast, thinks quickly and acts without hesitation. You sense he likes people who do the same, and the speed with which Autoblog posted the story announcing the new Exige Sport 410 is something he commented upon in flattering terms. Despite the fact that it'll never appear on American dealer lots, Gales made us very welcome at the factory to drive it. A quick update on where the Exige is at since it was last seen on American shores in 2011. Though it's still based around what's fundamentally the same extruded and bonded aluminum tub as every other Elise and Exige of the past 20 years, it's gained pounds, cylinders and performance to the point where it shows circuit pace that'll have 911 GT3 owners watching their mirrors. Since going from a 1.8-liter four-cylinder to the Evora-derived 3.5-liter supercharged V6, the Exige has evolved into a proper hot-rod, some way removed from its dainty roots and punching harder with each iteration. And there have been a few. Currently you can buy a Sport 350 or Cup 430 with the uprated, intercooled Evora engine and 430 horsepower, this new Sport 410 related to the latter and benefiting from many of its upgrades but tuned to be more road compliant. And a little cheaper. Unlike the Cup, you can also have it as a roadster, which, in an extreme example of the famed "add lightness" policy, basically equates to removing the roof panel. It's now arguably too much for the local roads, punching hard in angry bursts of acceleration between corners rather than dancing through them. With no power assistance to the steering and fat, grippy Michelin Pilot Sport Cup 2s, an Exige is a surprisingly physical car to drive, bearing in mind it weighs less than 2,500 pounds. A test track built on runways that once hosted U.S. Air Force B-24 Liberators is a better place to appreciate the Exige's talents.

Lotus introduces Exclusive customization program

Lotus doesn't sell much beyond the Evora 400 in the US, but the announcement of a new personalization program won't be limited to just that model. The Lotus Exclusive program will be applicable to every model that Lotus makes, including the Elise and Exige in all their many iterations, the new 3-Eleven, and the Evora – which remains, for the time being, the only model currently certified for use on American roads. The company will even apply its new range of customization options to pre-owned models. Hethel is currently rolling out the Lotus Exclusive program in Europe, but plans to expand its availability later this year. Buyers will be able to pick from an expanded range of exterior colors – or have a custom hue mixed up specially – in matte, gloss, metallic, or pearlescent finishes. Custom graphics can be applied to the roof and mirror caps, and various exterior components (from spoilers to add-on decals) can be ordered in one of four colors, as can the three available styles of racing stripes. The interior will be available to order with five colors of leather and four colors of stitching thread to give the cockpit a unique touch. Of course Lotus isn't the first manufacturer to offer such a personalization service, which is fast becoming standard fare among exotic and luxury automakers – particularly in Europe. In the UK alone you'll find McLaren Special Operations, Q by Aston Martin, Rolls-Royce Bespoke, and Bentley's Mulliner division. Other examples include Ferrari Tailor Made, Lamborghini Ad Personam, and Porsche Exclusive. Dodge even offers the "1 of 1" program for the Viper GTC. At the very pinnacle of the exotic supercar market, however, manufacturers like Bugatti, Pagani, and Koenigsegg build every one of their supercars to order, according to the customer's specifications, so personalization comes part and parcel with the bragging rights. Related Video: X MAKE YOUR MARK WITH LOTUS EXCLUSIVE - Tailor made Lotus cars to individual customer requirements - Created by the Lotus Design team & available for both new and pre-owned cars - Exciting interior and exterior options, from subtle details to extensive personalisation Letting Lotus owners set the tone, the new personalisation service Lotus Exclusive offers sports car fans a unique ownership proposition.

Watch Lotus F1 team careen through a mall in Renault Twizy EVs

The Lotus Formula One Team is sticking with drivers Romain Grosjean and Pastor Maldonado next year, but it's dropping Renault as an engine supplier in favor of Mercedes power. The 2014 F1 season is barely over, though, and that mean's there still a little time left to put those marketing dollars to work, while still having a little fun, too. To that, Renault has put Grosjean and Maldonado behind the wheel of two Twizy electric cars and unleashed them on The Dubai Mall for an ad for the little buggies. The place is one of the world's largest shopping centers, and it also houses an aquarium, an ice skating rink and even a dinosaur. It's a big place, and unsurprisingly, the two F1 pilots drift the little buggies with ease around every part of the complex. Grosjean even gets some time on the ice. Check out the ad for the quirky EV in the video above. Related Gallery Paris 2010: Renault Twizy View 15 Photos News Source: Renault Middle East via YouTubeImage Credit: Related images copyright 2014 Drew Phillips / AOL Marketing/Advertising Motorsports Lotus Renault Coupe Electric Videos renault twizy Romain Grosjean lotus f1 team pastor maldonado