Wednesday 6th July 2011

Caterham To Enter F1...

...Well the word 'Caterham', at least...

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"Caterham Cars enters Formula One with Team Lotus" is what the press release says. What it actually means is that, from the British GP at Silverstone this weekend, the Caterham name will appear on the sides of Team Lotus cars (as per the picture).

The move "elevates Caterham into the pinnacle of world motorsport and provides a global springboard for its cars to be marketed in new and previously unreachable territories," (press release puff again). Because it doesn't, really - what it represents is the Caterham name appearing on the side of an F1 car.

It also represents the latest chapter in the Lotus F1 confusion saga. Now, the company which is nothing to do with Lotus cars, but which is called Team Lotus, is also sponsored by the company that produces what used to be the Lotus Seven. And which is owned by the same person (that's Tony Fernandes, who bought Caterham Cars back in April).

That's not to be confused with the other Lotus in F1, which is actually a Renault, and merely sponsored by Lotus Cars. Clear? Yup, as mud.

So it might seem like an odd fit, slapping the Caterham name onto an F1 - one might even call it a cynical marketing exercise - but we're opportunists here on PH. And if Caterham wants to push new driving talent through to Team Lotus F1, they could do worse than look at those who drove in Last year's Caterham Academy race series... (Riggers, they're not going to give you an F1 drive... Ed).

 

[cheesyblob]

Not much different to Ferarri having FIAT on their F1 cars, is it?

[SimonBeeeeer]

What is this man doing?

Hey! Buy a car brand and stick its name on your turd F1 team even though it has no relation! Again!
Why can't they just form a normal independent team? AirAsia F1 or whatever it was going to be called?

[Fire99]

Canny marketing for Caterham. Some great world-wide exposure for the brand.

[sizequeen13]

you could argue this is what they were doing before. Well, it was. And others do the same, have done always will. I guess they only get one shot at convincing us.

[DiscoColin]

cheesyblob said:

Not much different to Ferarri having FIAT on their F1 cars, is it?

Indeed, nor Lotus-Renault-Renault also being sponsored by Lada...

[Bada Bing!]

Fernandes stated when he bought Caterhsm that he planned to bring affordable (desirable) sports cars back to the masses. This is the first step towards that, and I think he should be applauded for bringing both the Lotus and Caterham names to such a massive audience.

[Fire99]

Bada Bing! said:

Fernandes stated when he bought Caterhsm that he planned to bring affordable (desirable) sports cars back to the masses. This is the first step towards that, and I think he should be applauded for bringing both the Lotus and Caterham names to such a massive audience.

I think the guy is a bit of a legend. Has a likeable persona too which goes a long way.

[woof]

It's great for all concerned - apart that I just don't like that they've warped the logo

[ludicrous speed]

They should have turned the team into caterham and made an F1 car in these colours:

[davepoth]

Fire99 said:

I think the guy is a bit of a legend. Has a likeable persona too which goes a long way.

He is at that. Read up about what he did with Air Asia - he'll own all of Group Lotus within a decade IMO.

[bobberz]

Are those pics the actual design, or has Caterham just been photoshopped on? If those are actual shots, must say it looks quite good!

[bobberz]

woof said:

It's great for all concerned - apart that I just don't like that they've warped the logo

Like a '60s concert poster.

[P9UNK]

Fire99 said:

Bada Bing! said:

Fernandes stated when he bought Caterhsm that he planned to bring affordable (desirable) sports cars back to the masses. This is the first step towards that, and I think he should be applauded for bringing both the Lotus and Caterham names to such a massive audience.

I think the guy is a bit of a legend. Has a likeable persona too which goes a long way.

agree totally on both comments...great achievement and great to see the names at a british GP

[k-ink]

[ArosaMike]

Riggers said:

And if Caterham wants to push new driving talent through to Team Lotus F1, they could do worse than look at those who drove in Last year's Caterham Academy race series...

I've been waiting patiently by the phone all day. Still nothing

[Adman1020]

Is there now a route to F1 through Caterham and Team Lotus? Caterham supported karting and minor series, then into Caterham racing, then onto the new sports prototype car, and then into junior Team Lotus/Air Asia teams, and finally Team Lotus F1?

Fernandes now has the ability to grow his own F1 drivers

[Crafty_]

bobberz said:

Are those pics the actual design, or has Caterham just been photoshopped on? If those are actual shots, must say it looks quite good!

actual shots, the car has been at Kemble testing for the last couple of days:











and a video : http://youtu.be/TD5Ry_QmogU

[PaulMoor]

cheesyblob said:

Not much different to Ferarri having FIAT on their F1 cars, is it?

Very diffrent. Caterham have so much to gain with the advertising.

[woof]

bobberz said:

woof said:

It's great for all concerned - apart that I just don't like that they've warped the logo

Like a '60s concert poster.

Exactly mate - and what I told Andy over at Caterham - he didn't appreciate it - but I'm glad someone else thinks the same. I see that logo and this 60's hippie trippy - not sports car.

[norman156]

DiscoColin said:

cheesyblob said:

Not much different to Ferarri having FIAT on their F1 cars, is it?

Indeed, nor Lotus-Renault-Renault also being sponsored by Lada...

Or Virgin being sponsored by Marussia, or RBR by Infiti etc...

I don't see the problem with it, apart from the slightly naff decal they've used.