2007 Lotus Exige 240 Cup Car on 2040-cars

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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 Elise returning to US in 2020

If you've been hoping to get your hands on a new Lotus Elise, we've got mixed news for you. The good news is that Lotus will bring the Elise back to the US market. The bad news is that it won't happen before 2020. Lotus was forced to withdraw the model (along with the Exige) from the US market in 2011 after it no longer complied with US safety regulations and its temporary exemptions expired. Lotus first launched the Elise in 1996 when the company was still owned by former Bugatti chief Romano Artioli. It rolled out the current Series 2 model in 2001, and brought it to America for the first time in 2004. The larger Evora faced similar issues, and was modified in the form of the new Evora 400 that now meets US regulations. Lotus CEO Jean-Marc Gales tells Automotive News that doing the same with the Elise would be unfeasible. "We'd need smart airbags, plus side airbags and to change the whole front crash structure. It would add 100kg," or 220 pounds, said Gales. While modifying the current Elise would be prohibitive, the next version is being designed to meet American standards. That won't happen before 2020. In the meantime, Lotus continues to sell a small number of certain variants of the Elise and Exige for use exclusively on tracks. Related Video: Featured Gallery 2011 Lotus Elise News Source: Automotive News - sub. req.Image Credit: Lotus Lotus Performance

How Lotus plans to expand and electrify as it enters a new age

If you’ve never driven a car made by Lotus, youÂ’re not alone — theyÂ’ve always been a small manufacturer, and even spotting one in public is a rarity — but youÂ’re missing out. Their exotic good looks are far surpassed by their dedication to connecting man to machine to pavement above all else. But like every other automaker these days, big changes are afoot. Yes, Lotus is going electric. But itÂ’s also going big, and in more ways than one. We recently sat down with Lotus Group VP & Managing Director Matt Windle and Chief Brand Officer James Andrew to talk about how the storied brand will pay service to its past as it aims its headlights toward the future. WeÂ’ve already seen the Lotus Evija (formerly referred to by internal codename Type 130), a low-volume, all-electric hypercar that represents the small automakerÂ’s first big step into electrification. With 1,500 kilowatts (about 2,000 horsepower) coming from four electric motors, you can forget 0-60; itÂ’ll do 0-186 miles per hour in 9.1 seconds. It starts at over $2 million, and production will be capped at 130 units. Flashy numbers to make a big splash, before going bigger in both size and production volume. Next will come the Lotus Eletre (formerly Type 132), an electric SUV that represents the (currently) small automakerÂ’s desire to cater to every lifestyle rather than to be pigeonholed by purists and luddites. To reach big volumes, Lotus needs to be a truly global company, and it needs to create cars that more customers can use, and at prices they can afford. Lotus Eletre Electric SUV View 25 Photos And even though an SUV isnÂ’t what weÂ’re used to seeing from Lotus, perhaps we shouldnÂ’t be surprised — and not just because seemingly every other exclusive, top-shelf brand is now offering an SUV or will be soon. James Andrew reminded us that the appreciation has always been there, and that Lotus founder Colin Chapman had two parking spots at the office: one for his Lotus Esprit, and the other for a Range Rover heÂ’d often drive to work. DonÂ’t expect a rock-crawling luxury off-roader to wear the Lotus badge, though. The gents assured us that the brandÂ’s focus remains on performance. And a crucial part of that performance is in driving dynamics that connect the driver to the car.