When Lotus said that they were reinventing their brand to compete with upper echelon automakers, we found out that they meant business when they released five new cutting-edge models - the Elan, Elite, Esprit, Eterne, and Elise - at the Paris Motor Show. It was a pleasant surprise seeing cars as aggressive looking as the ones Lotus showed off in Paris.
Then we see this teaser video of the metamorphosis Lotus is undertaking with their five new models. Suffice to say, our expectations of their changes have become a little understated.
The sports car brand is collaborating with French artist Gerard Rancinan to create seven artistic images featuring the metamorphosis of the brand from a small-scale sports car brand to one that’s ready to take on the big boys. Sure, the whole project is a little unconventional at best – maybe even borderline creepy – but Rancinan is known for taking things and putting a whole new spin on them, so this particular project could turn out to be a way for Lotus to grab some serious attention in their attempt to knock on the door of the Ferraris and Lamborghinis of the world.
For Lotus and Rancinan, the whole project is based on reinventing the brand, not just in terms of building up the brand but also as a way of showing Lotus off in a whole, new, and artistic light.
"I can see a clear artistic link between the work of Lotus and my photographs in terms of commitment, the relevance of the subject matter, the audacity of the creator, the beauty of the gesture and the perfection of the object,” the artist said.
“We are engaged in a dialogue which takes place on the same terrain: the world of art."