Best way to keep your brand in the hands of young, nimble drivers is to make sure no one else can get in the damn thing.
For makers of luxury, exotic or super or hypercars, a whole lot of effort goes into branding and marketing. This also involves making sure that their clientele is as exclusive and top-tier as they'd like their pricing to be. But what if you could build a car that could only be driven by the young, beautiful and agile? With the Exige S Roadster, it looks like Lotus was doing just that. The car is so hard to get in and out of, that only a select few manage to pull it off with any semblance of grace.
Check out the real challenge in driving a Lotus: