Lotus Celebrates 70th Birthday By Burning Copious Amounts Of Rubber

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This is how an automaker celebrates its 70th anniversary in style.

Porsche isn't the only sports car manufacturer celebrating its 70th anniversary, as Lotus is also turning 70 this year. To mark the occasion, Lotus is hosting a special birthday party in September at its UK factory in Hethel, where owners will be invited for a tour of the facility.

Ahead of the event, the automaker has kicked off celebrations with a new tire-shredding video showcasing just how much fun you can have in a lightweight Lotus sports car. Filmed on the company's private test track, Lotus engineers Gavan Kershaw and Daniel Peck skillfully slide an Exige Sport 410 and Evora GT410 Sport, burning copious amounts of rubber in the process. "Rather than rely on artificial aids or electronic trickery, the new video perfectly reflects Lotus's approach to sports cars," the automaker said.

Group Lotus plc.

There's some impressive driving on display in the short but sweet video, culminating in a 70–themed tire mark engraved onto the test track. Lotus was keen to emphasize that the video was produced with no CGI effects whatsoever. Many tires were also no doubt ruined.

Lotus has faced numerous financial setbacks in recent years, but the future of the company is looking bright since China's Geely bought a majority stake last year. Geely wants to turn Lotus into a luxury carmaker rivaling the likes of Porsche and Ferrari, with the launch of an SUV, two crossovers, and two new sports cars in the next few years.

Of course, no automaker anniversary would be complete without some limited-edition commemorative cars. Lotus loves creating special editions of current models, and its 70th birthday is no different as the automaker is launching a limited run of 70th Edition Exiges and a stunning Elise Cup 260 finished in commemorative Championship Gold paint.


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