Lotus is a storied title in world automotive tradition. The British carmaker is a legend in motor racing, featured alongside Roger Moore in James Bond, and is beloved by folks everywhere in the world. Now, Lotus is coming into a courageous new period with the launch of an all-electric SUV, the Eletre, which is simply the beginning of a brand new design route for the 70-year-old carmaker. Lotus: The Design Story tells the story of that future by way of interviews with the heads of design, options on the design historical past of the model, its place in widespread tradition and way more. To search out out somewhat extra concerning the ebook, ZD caught up with Peter Horbury vice-president, Lotus Design.
Automobile Design Information: When in comparison with the racing and engineering pedigree, the Lotus design story is a less-celebrated facet of the model. Why did you determine to inform it now?
Peter Horbury: I believe that, up to now, Lotus in all probability thought-about itself as an engineering and manufacturing firm, with added design. Immediately, as a part of the Vision80 transformation of the enterprise and model, design has at the least equal billing, and the lately launched trio of the Lotus Evija, Emira and Eletre imply the time is correct for this very particular ebook.
ZD: Lotus is in new territory with its first SUV and with extra to comply with: what function will design play in making certain this new period will nonetheless really feel authentically Lotus?
PH: Our function in design is to establish the visible cues which might be recognisably Lotus, transfer them ahead, after which reproportion them to suit no matter dimension and quantity of car is being developed. We are going to keep away from the ‘Russian Doll’ impact however create particular person siblings who share the identical parentage.
ZD: Are there any elements of Lotus revealed within the ebook that may come as a shock to avid Lotus followers?
PH: Maybe the names of those that had been concerned with the design of the sooner automobiles – folks like Peter Kirwan-Taylor and Ron Hickman. Designers had been considerably nameless again then, not just like the ‘rock stars’ of right this moment! Oh, sure, and Russell Carr as soon as had lengthy hair!
ZD: The ebook was translated into Mandarin: how effectively is Lotus identified in China?
PH: Lotus has not been a family title in China and, as a result of Formulation 1 is a comparatively current phenomenon there, the improvements and success story of Group Lotus should not well-known. Nevertheless, we have now been working very onerous by way of all sorts of media and particularly social media to teach the younger Chinese language fanatics in our model and its heritage.
ZD: How does this ebook feed into the Lotus’ advertising and marketing technique for China?
Whereas an excessive amount of our advertising and marketing effort has been within the newer, extra up to date media channels, there’s one thing very particular about with the ability to stroll away from one among our multimedia occasions with one thing bodily to learn at your leisure. There are greater than 80 pages of fantastic photos and textual content, telling the story of Lotus design – exteriors, interiors, color and trim.
Lotus has a restricted variety of copies of the Lotus Design ebook to divulge to media and automotive / design influencers. Please electronic mail Richard Yarrow ([email protected]), explaining why you wish to obtain one.
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