Lotus stresses its Norfolk links in a new global marketing drive
- Credit: Archant
It's the sleek new supercar capable of top speeds of 186mph and reaching 0-60 in 4.1 seconds.
But these exclusive photographs picture the new Lotus 400 in a more tranquil setting at Heydon, near Aylsham in a change of gear for the firm which will see the car maker go back to its Norfolk roots as part of a new campaign to stress its heritage and links with the county.
Next year marks the 50th anniversary of the firm's move to Hethel and it has just completed an advertising, brochure and marketing photoshoot for the new Lotus Evora 400 following a day of photography in Heydon, one of Norfolk's most picturesque villages.
The supercar made its debut at this year's Geneva Motor Show in March and arrives in dealerships next month.
But while it was launched overseas, bosses are now stressing the car's county connections in the global marketing drive, and they are also keen to identify other iconic Norfolk locations where the cars can be photographed.
Group Lotus is a wholly-owned subsidiary of Malaysian conglomerate DRB-HICOM, with three operating divisions: Lotus Cars, Lotus Engineering and Lotus Motorsport.
But Lotus is arguably one of Norfolk's most global brands alongside Colmans Mustard, and even newly-promoted Norwich City Football Club, and underpinning the campaign is a desire within the company to expand the perception of Norfolk as a centre of manufacturing as well as industries more traditionally associated with the county such as tourism and financial services.
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The campaign is part of a concerted effort to stress the firm's Norfolk roots and marks a shift in emphasis under new group CEO Jean-Marc Gales.
It also comes as Lotus launches a new recruitment drive, taking on 25 new apprentices next month.
The firm said it was keen to recruit locally, while it will also be stressing the skilled nature of working for the firm as part of a forthcoming Hand-built in Hethel campaign.
Jean-Marc Gales said: 'Lotus is one of Norfolk's most famous names and we are proud to play such a key part of the fabric of the county.
'All around the world Lotus cars are recognised not just for being British but also for being hand built in Hethel, Norfolk, so with our latest promotional pictures taken at Heydon we are reinforcing this connection.
'Lotus is Norfolk and Norfolk is Lotus – our place in the county is extremely important to us.'
Lotus begins apprenticeship drive – full story in today's EDP Business.