RE: 'Swizz Beatz' Joins Lotus. Yes, Really.
Discussion
ks sake will you stop dicking about and actually build some new f
I'm definitely NOT saying it's a good thing, but I agree with rossh, it's probably quite a shrewd move, the US (and China, who ape the US when it comes to choosing what luxury brands are cool) is the biggest market for all premium brands, and unfortunately you can't underestimate the massive and all pervading influence 'Hip-Hop/Rap' culture has in todays society.
It's no coincidence lots of rappers and R'n'B 'artists' right now are mentioning Audemars Piguet in their lyrics (and wearing them in their videos), same deal for Gucci, adidas, etc.
These multi-million pound product endorsement deals are worked out between record companies and brands, and dealt out to artists that are the best fit.
Swizz Beatz is a massively influential figure in this scene; married to Alicia Keys, in business with Jay-Z, friends with NBA superstars. The Lotus deal with ensure he (and his associates) are photographed driving the cars, he'll mention the cars in his music (as will the numerous top acts he produces for), they'll feature in the videos, etc, etc.
All of this may alienate current customers, and all of the people who find this association ridiculous (like 99% of people here), but current customers and pistonheads does not a successful (money making) company make... like I say, unfortunately.
It's no coincidence lots of rappers and R'n'B 'artists' right now are mentioning Audemars Piguet in their lyrics (and wearing them in their videos), same deal for Gucci, adidas, etc.
These multi-million pound product endorsement deals are worked out between record companies and brands, and dealt out to artists that are the best fit.
Swizz Beatz is a massively influential figure in this scene; married to Alicia Keys, in business with Jay-Z, friends with NBA superstars. The Lotus deal with ensure he (and his associates) are photographed driving the cars, he'll mention the cars in his music (as will the numerous top acts he produces for), they'll feature in the videos, etc, etc.
All of this may alienate current customers, and all of the people who find this association ridiculous (like 99% of people here), but current customers and pistonheads does not a successful (money making) company make... like I say, unfortunately.
TinyCappo said:
[sarc]yeah please change it to Mohammed holding JHC on a popsicle stick [/sarc] 
LOL...Though I acknowledge the need to innovate to gain brand exposure - most credible brands tend to do this through racing and proving the mettle of the brains behind the operation and ability of the company engineers and designers rather than simply shouting we're cool, we're best....
The community of genuine automotive enthusiasts who buy performance cars like these like to think that they are giving their own driving talents the best chance by driving the best car and like to see credible evidence of this to convince them. The non-enthusiast community will continue to buy Ferrari (or pink Bugatti/Micra etc) etc because they're established aspirational brands (or because they just don't care and it's expensive) - brands that got to be aspirational by being the best in niche markets and offering an experience their competitors couldn't muster (and many have since lost their way by tapping into the aspirational brand market - i.e. soft, safe cars which won't throw the billionaire occupants into a hedge backwards in a ball of flames which tends to reduce your customer base).
Well all this pretentious marketing "hype" (nee B00ll0cks) may win Lotus some sales in the US etc. But it has just cost them one sale over here.............
(no way am i having anything to do with a company more interested in how it thinks it looks than how its cars are actually engineered)
(no way am i having anything to do with a company more interested in how it thinks it looks than how its cars are actually engineered)
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