Lotus Emira on Fast & Furious 10 set with Ludacris

Article: https://www.autoevolution.com/news/...irst-edition-on-the-set-of-fast-x-191412.html

In other threads I've suggested Lotus needs this level of marketing to go "viral" like Esprit and Elise did:

Lotus needs to pull an Esprit or Elise on this one (both eras predate my generation). How? Appearances in culturally relevant movies like James Bond or Pretty Woman. (In both, form mattered over function.) Being in the next arc of MCU films might do. Like that R8 showstopper moment in Iron Man but appealing to the current generation of sports car buyers.

I doubt Lotus is even considering the "tunability" of the I4. The tuner crowd in the Lotus community is very, very tiny. Its not worth extra marketing or development for a handful of extra sales it might generate.

I wouldn't discount the tuning crowd when the Fast & Furious franchise pierced the mainstream and is still kicking strong into its 10th iteration. Unlike the first 3 films, almost none of the cars are entry level anymore which is reflected back in real world culture.

 

[Jonhklee]

The days of classy product placement are over. Welcome to New Lotus, all about the $$$$ I feel. That's completely fine but I hope they do manage to hold onto some of that allure and magic rather than it becoming the sexy Volvo

F&F series of films are big sellers in Asia sadly…..

 

[Leonard]

F&F series of films are big sellers in Asia sadly…..

I've alluded to it. But not really said it. But most of the enthusiast/old schooler issues come I'm sure from direction from the parent company #notracist #culturaldifference #moneycounts

 

[dgrace]

F&F would be great product placement for Eletre. The series is huge in China.

 

[Hell4Leather]

Full recap!! love it

I present - the spiritual predecessor of the Emira..,.

That car was abandoned for years. Eventually made its way on some random TV show and later, into the hands of our favorite Lotus imitator; Elon.

 

[EspritGuy]

That car was abandoned for years. Eventually made its way on some random TV show and eventually into the hands of our favorite Lotus imitator; Elon.

I've been monitoring this original thread. Fast 'X is due 'soon` and none of the car credits mention Lotus. What a pity.