British car fans upset over Swizz Beats‘ involvement with Lotus Cars will be beside themselves when they learn that the rapper/producer is now the owner of the last bastion of Brit-snob motoring – a Morgan Aero Coupe.
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A year ago, I penned a passionate defense of the new direction that was being taken by Lotus. In the piece, I chastised enthusiasts for their armchair criticism of Lotus management and their resistance to bringing out new vehicle to replace the nearly two decade old Elise (which would hit that mark by the time a replacement rolled around in 2015) and their lack of faith in the stewardship of CEO Dany Bahar, the man who helped Luca di Montezemolo turn Ferrari around. Now it looks like I’ll have to retract those words and admit I was wrong.
Posted in China, Future Vehicles, Industry, Marketing, New Cars, News Blog, Sales
Tagged as british cars, China, Dany Bahar, Lotus, lotus esprit, lotus evora, Marketing, sports cars, swizz beats
Tagged as british cars, China, Dany Bahar, Lotus, lotus esprit, lotus evora, Marketing, sports cars, swizz beats
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