- Grammy-winning rapper and producer Swizz Beatz has been tapped by Lotus to serve as a high-profile consultant.
- "Like Group Lotus, he means business," said the automaker in a statement.
- Beatz is advising Lotus to make cars with more "flash," according to a video released by the automaker on Monday.
HETHEL, England — Taking a page from the Victoria Beckham and Land Rover playbook, Lotus announced on Monday that it has hired Grammy-winning rapper and producer Swizz Beatz to serve as a high-profile consultant.
"The key is to infiltrate the market in a cool way," said Beatz, whose real name is Kasseem Daoud Dean, in a Lotus video showing the rapper's first day at work.
The video follows Beatz as he arrives at Lotus in a helicopter, is driven in a Lotus on a racetrack and later advises teams of Lotus employees, including CEO Dany Bahar.
The best is for "things to happen organically," Beatz expounds.
"They want flash," Beatz says in describing prospective Lotus buyers.
"Like Group Lotus, he means business: He's a risk taker with considerable credentials, including music producer, rapper, designer and painter," said Lotus in a statement announcing the appointment. "(He's) the perfect man to add to the Lotus lineup."
Lotus is in need of a little excitement, especially since it seems to be entering somewhat of a fallow period.
The Lotus Exige Matte Black Final Edition is the last of the small Lotus cars "as we know them," said Kevin Smith, a Lotus spokesman, in a phone conversation with Inside Line on Monday. Smith said the successors to the Lotus Elise and Exige will not appear until the 2015 model year. The Exige Matte Black Final Edition will make an appearance this week at the Pebble Beach festivities.
More automakers seem to be intent on hiring iconic pop-culture figures to help boost the appeal of their brands. The most striking example thus far has been the naming of former Spice Girl Victoria Beckham to serve as a creative director for Land Rover. She has put her mark on a special edition of the Range Rover Evoque and continues to gain street cred as a fashion designer, especially during an appearance at April's royal wedding of William and Kate.
Swizz Beatz, a product of the south Bronx who is married to music superstar Alicia Keys, is a mainstay of the red carpet and shared his first Grammy Award in 2011 with rapper Jay-Z. The two won a Grammy for Best Rap Performance by a Duo or Group for the song "On To the Next One."
Inside Line says: Probably won't be too long before we see a Swizz Beatz-edition Lotus.
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damaje says:
12:24 AM, 08/17/2011
Wow now I really want to buy a Lotus!
If Lotus wants to make it they really need to be less niche, unless the niche really is something special, frankly there are other of 2 seaters in the lotus price range with excellent fun to drive sporty attributes that are better overall for how most people use even their toy cars. Lotus needs alot more than Swizz Cheese to build their image, product placement could work.
I have tried out a lotus, don't remember which one because they are all pretty much the same to someone who is not an afficianado, and I have to say it does not seem like it would be a good daily driver. I am 34 and feel if I got stuck in a traffic jam for an hour, I would need someone to help me out of the car when I got to work. It just feels very cramped. Yes the fun to drive factor, power to weight and handling are very strong selling features, and the exclusivity since nobody buys them and Lotus dealers are rarer sites than Porsche dealers, but in this economy people are buying more practical midlife crisis cars that can be a comfortable daily driver, like a BMW one or 3 series, Nissan Z, G37 coupe, Porsche Cayman/Boxster. The Smart For2 is really the only thing as impractical on the road. I have shared the driving with a friend in a road trip from NYC to FL in a Porsche Cayman, and I needed no help getting out of the car after a 4 hour driving shift.
Heck I think even a Miata could be made more fun to drive with some performance mods for less money and a JCW Mini would be better daily drivers, not everyone can afford to just go out and by a car they are going to drive for 2 hours on a weekend.
saunupe1911 says:
06:52 AM, 08/16/2011
Also Swizz Beats is not really a rapper. He is one of the most successful music producers of his generation and he is also a car fanatic. The guy is worth at least $100 million. He had long money before Alicia keys even had a record deal. Fame and fortune didn't come to him because of Alicia. The guy is the definition of a self made millionaire.
saunupe1911 says:
06:47 AM, 08/16/2011
Swizz is doing his thing. He actually has the same type of relationship with Reebok. I agree that Lotus needs better product placement. Their technology and cars are too advanced to not have a cult following. They need to be in the next Bourne, 007, or major Sci-Fi/Action movie to gain attention. A radical design would also help. Heck, even Ferrari and Audi put the 458 and R8 (respectively) in Transformers. Videos games help too. Mitsu and Subaru had no choice but to bring the Evo and WRX stateside because of their popularity. The Ford Falcon is next.
deanoflas says:
06:12 AM, 08/16/2011
basically they are paying him to make sure he puts their vehicles in his music videos and does the same for his friends in the industry.....its a smart strategy really. Hip hop has an impact on global pop culture that is startling at times. The Lotus loyalist won't spurn any new-garnered 'mass appeal' either because the cars will still be built and engineered to the rigorous standards of Mr. Chapman.
lolxd says:
04:47 AM, 08/16/2011
I hope James Bond ditches the Modified Aston Martin DB9 and get a Lotus instead. That would attract the cocky...err I mean rich gentlemen.
lolxd says:
04:44 AM, 08/16/2011
What Lotus needs (and Jaguar as well) is some well placed "Product Placement".
I still question why the Jaguar XF and XJ have never been featured in a movie. If lotus wants to sell, they need the publicity to do so and sadly, it is the rap artists that have the most appeal.
Fine but don't let Lil Wayne, Justin Bieber or any cocky upcoming tween/rap star get their hands on a Lotus.
doberman1978 says:
11:10 PM, 08/15/2011
good for him I think Lotus could use some exposure here in the USA
eek4ever says:
09:55 PM, 08/15/2011
Headscratcher of an alliance, but I will say Swizz is criminally underappreciated as a producer. Check out his production credits over the past 3 years. He is also the best thing about Watch the Throne.
jasper0317 says:
07:43 PM, 08/15/2011
Now that he's with Alicia, I guess he pretty much gets anything he wants. Who even cared about this guy before? I wish I could stand him but it's really impossible. Showtime--erks me to the core. It's sad to see someone making it big off someone else.
cz_75 says:
05:06 PM, 08/15/2011
"Colin Chapman must be rolling over in his grave."
Absof--kinlutely. Lotus needs performance, not bling. They should be trying to appeal to enthusiasts, not drug dealers, rappers, and athletes.