What Do Lotus, Aston-Martin And Reebok Have In Common?

The easy answer: desperation. More literally though, all three have recently employed the talents of hip hop producer Swizz Beatz in more or less desperate attempts to recapture some much-needed cool. Unfortunately for Lotus, the most recent employer of Mr Beatz, they’re not only getting “sloppy thirds,” but they have to actually share promotional space with Reebok, of all brands. So why did Lotus, a brand with loads of heritage and under-the-radar cool, hire a guy to pass along such brilliant advice as “the key is to infiltrate the market in a cool way” and “for a premium sportscar, they want the flash”? According to Lotus’s release (with video)

1. Like Group Lotus , he means business: He’s a risk taker with considerable credentials including music producer, rapper, designer AND painter.

2. Like our cars, he’s multi award winning: This year he shared a Grammy Award with Jay-Z.

3. Like Group Lotus he keeps good company: This man regularly works with the likes of Bono, Kanye West, Beyoncé and Alicia Keys.

Even if you think Lotus should avoid the “enthusiast trap,” this is a bad call. Having already pimped for Aston-Martin, Swizz’s automotive-sector cool has been spread thin… and does Lotus really want to be associated with his other comeback client, Reebok? The answer: no, but it’s already too late. Lotus was already putting the cool cart before the new product horse, and hiring a prominent and over-booked shill certainly won’t help.

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  • Sinistermisterman Sinistermisterman on Aug 15, 2011

    Here's a prediction. The only Lotus's being made in 25 years time will be the various kit cars which look like the 7. Lotus itself will have collapsed in up it's own arse by then.

  • Stef Schrader Stef Schrader on Aug 16, 2011

    Doing it wrong, exhibit A: Mr Bahar.

  • Sgeffe Bronco looks with JLR “reliability!”What’s not to like?!
  • FreedMike Back in the '70s, the one thing keeping consumers from buying more Datsuns was styling - these guys were bringing over some of the ugliest product imaginable. Remember the F10? As hard as I try to blot that rolling aberration from my memory, it comes back. So the name change to Nissan made sense, and happened right as they started bringing over good-looking product (like the Maxima that will be featured in this series). They made a pretty clean break.
  • Flowerplough Liability - Autonomous vehicles must be programmed to make life-ending decisions, and who wants to risk that? Hit the moose or dive into the steep grassy ditch? Ram the sudden pile up that is occurring mere feet in front of the bumper or scan the oncoming lane and swing left? Ram the rogue machine that suddenly swung into my lane, head on, or hop up onto the sidewalk and maybe bump a pedestrian? With no driver involved, Ford/Volkswagen or GM or whomever will bear full responsibility and, in America, be ambulance-chaser sued into bankruptcy and extinction in well under a decade. Or maybe the yuge corporations will get special, good-faith, immunity laws, nation-wide? Yeah, that's the ticket.
  • FreedMike It's not that consumers wouldn't want this tech in theory - I think they would. Honestly, the idea of a car that can take over the truly tedious driving stuff that drives me bonkers - like sitting in traffic - appeals to me. But there's no way I'd put my property and my life in the hands of tech that's clearly not ready for prime time, and neither would the majority of other drivers. If they want this tech to sell, they need to get it right.
  • TitaniumZ Of course they are starting to "sour" on the idea. That's what happens when cars start to drive better than people. Humanpilots mostly suck and make bad decisions.
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