1988 Lotus Esprit Turbo 40th Anniversary Edition - Rare #57 Of 88 Made on 2040-cars

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Lotus Advanced Performance division wants to make your dreams come true

Lotus took a big step in its quest to position itself as a British alternative to Porsche by launching a division called Advanced Performance. Run by a former Aston Martin executive, Lotus Advanced Performance will design and build one-off and few-off models, among other tasks. Most high-end and specialty carmakers operate a program that gives customers some degree of freedom in terms of customization. Lotus was, until now, largely an exception to this rule. It hopes to make up for lost time by giving its Advanced Performance division a surprisingly long list of responsibilities. First the department will be responsible for building "ultra-exclusive and unique vehicles" that will not be part of the firm's regular-production line-up. One of these (shown in a sketch above) looks like it draws inspiration from classic Formula One cars. Details are few and far between, but the massive rear wing speaks volumes about the kind of halo cars we'll see in the not-too-distant future. What's unclear is whether Lotus will take customer requests. We've reached out, and we'll update this story if we learn more. Designing limited-edition models and developing race cars will also fall within the scope of Advanced Performance's responsibilities. And, it's the door that buyers who want to customize their car will need to knock on; they'll be able to select different paint colors, trim materials, and upholsteries. Optional extras and a range of Lotus-branded accessories will also emerge from Advanced Performance's headquarters. Immersing customers and enthusiasts into the Lotus world is important as well, so Advanced Performance will organize tours of the brand's production lines, organize driving academies around the world (including on the Hethel test track in England) and prepare "money can't buy" opportunities for clients. There's no word yet on what these experiences will look like; more information should emerge later in 2022. Lotus put Simon Lane in charge of its Advanced Performance division. He's a good choice: his resume includes leading Aston Martin's Q division, whose list of responsibilities looks a lot like Advanced Performance's. Q notably brought us the V8-powered Cygnet in 2018 and the one-of-a-kind Victor unveiled in 2020. Some of its other projects have been more tame: it gave the DBX a long list of carbon fiber parts. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Coca-Cola returning to F1 with Lotus sponsorship [w/videos]

Even before Red Bull Racing became a record-breaking three-time Constructor's Champion in Formula One, it has dominated conversations both as a team and as an energy drink. After seven years of "Red Bull this" and "Red Bull that," Coca-Cola is reportedly ready to jump into the F1 fray with its Sweden-based energy drink Burn.
Rumors had placed Coca-Cola's entry with McLaren F1, but it's actually Lotus that has secured the deal. We have no idea what the sponsorship will look like, but the website for Burn says that "We [intend] to foster that creativity by incorporating art and music in a way that will break the conventions of traditional F1 sponsorship," Lotus F1 team principal Eric Boullier adding "We are excited to partner with burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media..."
Since most - including this writer - have no idea what Burn is, we've included a couple of Burn commercial spots to help get us up to speed, which you'll find below. The 2012 season hasn't even ended, and we're already looking forward to 2013...

Lotus and Proton might be sold to Peugeot-Citroen after Geely bails

Despite some strong initial interest, Chinese automaker Geely changed its mind about purchasing a controlling stake in Proton, parent company of Lotus Cars. This leaves Groupe PSA, owner of Peugeot, Citroen, and now Opel, as the sole remaining interested party. This is mixed news for Proton, as Geely's hands-off, cash-flush approach may have helped Lotus. On the other hand, it isn't like Groupe PSA is bordering on bankruptcy. According to Malaysian automotive news site Paultan.org, the reasons behind Geely's change of heart are unclear. In fact, it may seem that the indecision about the deal may have been coming more from Proton, not Geely. Reports say that Proton's parent company, Malaysian manufacturer DRB-Hicom, was uneasy about the potential partnership. DRB-Hicom assembles cars for a number of automakers, including Honda, Isuzu, and Suzuki. A deal with Groupe PSA would give the French automaker access to both DRB-Hicom's facilities and an expanded foothold in Southeast Asia. As only one contender remains, look for news of the deal going one way or another in the next few months. Related Video: News Source: Paultan Lotus Citroen Peugeot Geely groupe psa