I had a lovely relaxing weekend not really thinking much about Formula 1, but instead weeping over the crucifixion of many classic Beatles songs on X Factor on Saturday night. The greatest, most influential band on earth were paid a “tribute” by the supposed up and coming musical talent of the UK which seemed, to me, more like a slap in the face to the genius of Lennon and McCartney.
Of course, the very fact we had a “Beatles week” on X Factor at all was thanks to a marketing campaign around the news that after decades of arguments, it would appear that Apple (the makers of computers, phones and mp3 players) and Apple (a record company established by The Beatles in the 1960s) have finally buried the hatchet as for the first time in history one can now download Beatles songs from itunes. Hoorah!
And it got me thinking, and thus I tweeted: If Apple and Apple have kissed and made up, there’s hope yet for Lotus and Lotus. All you need is love!
And so my mind flipped back to Formula 1… and Lotus.
Autosport.com yesterday carried a fantastic interview with Mike Gascoyne, in which he described himself to be “perplexed” by the entire Team Lotus Vs Group Lotus mess. I, for one, couldn’t agree more.
Gascoyne makes many salient points in the interview, which I heavily suggest you read, but perhaps the one with which I agree the most is the following: “They seem to have announced that they’re going to join every racing series around the world, and the only question is who’s going to pay for it?”
“Because they seem to want to do every racing series that there is, and for a loss-making car company, that seems to be slightly perplexing. But if that’s what they want to do, good luck to them.”
Now I’m not overly fussed over who is going to pay for Group Lotus’ foray into motorsport, but I agree with Gazza in that Group Lotus’ motorsport strategy seems to lack any semblance of structure or sense.
It is as if they’ve just looked at global motorsport and said, “Ooh that looks fun let’s do that. And that looks good too. And that. Yeah, and that too.”
And so it is that we now have a bonkers situation in which Group Lotus is due to sponsor Renault in Formula 1 next season, ART in GP2 and GP3 and KV Racing in Indycar. But why? I mean seriously, think about it… what’s the point in all this?
Did anybody give Lotus any credit this year when Takuma Sato ran their colours in Indycar? Did the results show Takuma Sato in a Lotus? No, they showed Sato in a KV Racing car. Next season, when I commentate on GP2 and GP3 will I call the ART team Lotus? No I bloody won’t. Because I don’t call Addax, Barwa. I never called Racing Engineering Fat Burner. So why should I rename ART, with six glorious years of GP2 history and a double championship in GP3 anything other than ART? Why should I suddenly start naming them by their sponsor?
And in Formula 1… when have you ever heard McLaren referred to as Vodafone? Ferrari as Marlboro? Williams as AT&T? So why will anybody call Renault Lotus next year? Simple answer is, they won’t. Quite apart from the fact that the public good will in the paddock surrounding Lotus rests very firmly with Tony Fernandes, I have never known anybody name a team by their sponsor rather than the team name.
I first got an inkling that the Group Lotus strategy was messed up when they announced they’d be sponsoring ART in GP2 and then all the Renault F1 chat began. Because, if Dany Bahar had thought about it, if they went in and invested in Renault F1, they’d get the exposure of a GP2 team for peanuts because DAMS carries the Renault livery in GP2. So they’ve gone and wasted all that investment in ART when they could have had it for a fraction in DAMS. I mean, it is a small thing, but it just shows there’s been very little forethought in what Group Lotus is doing.
Group Lotus has been riding off the back of Team Lotus ever since the Malaysian’s and Proton bought the company and suddenly realised it didn’t include the motor racing arm of the Lotus brand. There’s an excellent website on the history of the subject here.
What I do not understand is why Group Lotus has come in all guns blazing, when it could quite simply and for a fraction of the cost and the hassle, formed an official alliance with Tony Fernandes, Mike Gascoyne and Team Lotus whereby the car building arm of Lotus could have benefitted from what the racing team was doing. What we have right now suits neither.
So are the Malaysians trying to force Fernandes into buying Proton and Group Lotus? Frankly Fernandes isn’t that stupid. He won’t get forced into something he doesn’t want to do. And if that is what they’re trying to do then I can just see Fernandes digging in his heels even harder. He’s a very clever man and a very passionate man, and I think he is going to fight this thing until the bitter end. And I hope he does. Because he’s got huge support. Factor in also that Fernandes has paid an as yet undisclosed sum to David Hunt for the right to use the Team Lotus name next season… money which could have been spent on R&D… money which for a small team is critical.
The history of Team Lotus is the story of innovation and excellence. It is a story of mavericks, of legends and heroes. It is not the story of short cuts or ponying off other people’s work. Simply calling a team Lotus does not make it so.
Lotus Racing showed in 2010 that it was serious about Formula 1, serious about motorsport and serious about the heritage and history of the name that it was proud to carry. It wanted to be appraised on its own merits and make its own way.
That it now stands to lose its name because of some stupid marketing ploy which doesn’t make any sense in the wider world and just makes Group Lotus look petty and bitter, is a huge shame. There are a lot of people in this sport who are more than a little disgusted with the manner in which Group Lotus has approached this entire subject.
But if Bahar and Group Lotus want to go down this path, I have an idea… all Fernandes and his team need to do is to bring in a title sponsor which has a name that is, by some huge coincidence, the same as the name they look set to lose.
Lotus Bakeries in the UK and Lotus sanitary products come instantly to mind. Both logos would look great in gold against a black background as per the JPS stylings the team has said they’ll be forced to adopt next year with Group taking the green and yellow to Enstone. Group Lotus could not claim a naming conflict as neither company is motorsport affiliated. The companies wouldn’t even have to bring any money – simply supply the team with biscuits for their coffees or toilet paper for their motorhome. Lotus gets to call itself Lotus and there’s nothing Group Lotus can do about it.
A silly idea? No more silly and petty than what Group Lotus is doing, and I know which outfit would get the most support for its actions.
Whatever happens next year, I know which team I’ll be calling Lotus.