Lotus and Goodwood
What’s the strategy behind the Goodwood partnership?
Goodwood has become the most important car culture event in the world. It’s set in such a beautiful environment, complimenting these wonderful automobiles, and attracts hundreds of thousands of enthusiasts. The similarities between what Goodwood is trying to do and what Lotus would like to communicate are clear. It’s about showcasing the past, present and future of sports cars and motor racing.
Goodwood is a very English event. Lotus has ambitions to be an international player, but at its core it’s an eccentric and traditional British company isn’t it?
The principals of innovation, hand-built craftsmanship and style are at the heart of Lotus, and those values are never going to change. This is why the Goodwood Festival of Speed is a perfect fit for Lotus, because it’s a celebration of four-wheeled excellence, tradition and perseverance. Lotus wants to play on the international scene more than it’s doing today. The scale of the ambition has been well documented and Goodwood is the perfect opportunity to show where Lotus has been coming from and where Lotus is going.
How important is heritage in the vision for the brand?
If you don’t understand your past, you can’t realise your future. Lotus remembers not only the good times, but the bad times too, it’s what makes the company stronger and gives it depth of character. Lotus has been pioneering both on the road and on the track for six decades. At Goodwood everything the company has done will be showcased and will be used as a foundation for the future.
What about the sculpture? Any hints as to what it will be like?
Right now it is the very good hands of the artist Gerry Juddah. It will be a strong, dynamic and beautiful centerpiece for the event, but the investment is not just for the benefit of Goodwood. Right now, the Lotus factory in Hethel, Norfolk, is transforming. One day, in the not too distant, this sculpture should be erected beside the factory gates and serve as a landmark.