Swizz Beatz Advises Lotus on Boosting Appeal
08-16-2011 | 02:21 AM
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brahs be jelly
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Swizz Beatz Advises Lotus on Boosting Appeal
- 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."
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CLtotheTL32 (08-17-2011)
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08-16-2011 | 11:22 AM
#11
"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."
...because that apparently worked.
Lotus does need some help. I'm no fan of their current design language, but I don't think "more flashy" is the right step for them. Try "less bland" and "more traditional". As a fan of past Lotus cars I do hope that this relationship turns out a decent car or two for Lotus. I'm kinda doubting that for now though.
...because that apparently worked.
Lotus does need some help. I'm no fan of their current design language, but I don't think "more flashy" is the right step for them. Try "less bland" and "more traditional". As a fan of past Lotus cars I do hope that this relationship turns out a decent car or two for Lotus. I'm kinda doubting that for now though.
08-17-2011 | 12:35 PM
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From: N35°03'16.75", W 080°51'0.9"
.... "They want flash," Beatz says in describing prospective Lotus buyers.
....
....
08-17-2011 | 01:01 PM
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From: N35°03'16.75", W 080°51'0.9"
I doubt they actually take what he says too seriously.
He's on board for "street cred" with a particular market segment. He's the token hip-hop artist in the white-bread corporation.
08-17-2011 | 05:03 PM
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WTH market segment does Lotus need "street cred" with anyway?? It's a friggin' pain-in-the-rear penalty-box sports car focused on the driving experience. 
Swizz looks like a white-bread version of a hip-hop artist in that photo, too.
08-17-2011 | 08:05 PM
#19
Either way, I don't think it's a great idea, but who am I. Certainly not a marketing executive.
08-17-2011 | 08:15 PM
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You're right-that was not proper. My mistake and apologies.
I would just like to know the thought process in their choice of advisors.
I would just like to know the thought process in their choice of advisors.
Last edited by Steven Bell; 08-17-2011 at 08:58 PM.
08-17-2011 | 08:57 PM
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08-18-2011 | 04:19 PM
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brahs be jelly
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That question implies that the only people that listen to rap music are poor. That's just not true. I grew up in the hood and worked my way out of it, and now have "middle class" values but I still listen to (good) rap music. Swizz is one of the great hip hop producers. I don't buy cars because of endorsements though. I'm a real car guy. I'd imagine that Lotus doesn't have fans in mind, however. Perhaps they have other hip hop artists and music moguls in mind.
Either way, I don't think it's a great idea, but who am I. Certainly not a marketing executive.
Either way, I don't think it's a great idea, but who am I. Certainly not a marketing executive.
There was a yellow Elise that parked next to me at the back of the garage. He added some paper fangs to the grille and the license plate read "6cess." He may value Beatz' input.
Unfortunately we got ran out of that spot by 4 new Camaros and an E46 convertible with another douchey license plate that I can't remember.
Personally I believe Roscoe Dash would have been a better choice.
Last edited by MTEAZY; 08-18-2011 at 04:26 PM.
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