Peter Horbury: I think that, in the past, Lotus probably considered itself as an engineering and manufacturing company, with added design. Today, as part of the Vision80 transformation of the business and brand, design has at least equal billing, and the recently launched trio of the Lotus Evija, Emira and Eletre mean the time is right for this very special book.
Lotus is a storied name in world car culture. The British carmaker is a legend in motor racing, featured alongside Roger Moore in James Bond, and is beloved by people all over the world. Now, Lotus is entering a brave new era with the launch of an all-electric SUV, the Eletre, which is just the start of a new design direction for the 70-year-old carmaker. Lotus: The Design Story tells the story of that future through interviews with the heads of design, features on the design history of the brand, its place in popular culture and much more. To find out a little more about the book, CDN caught up with Peter Horbury vice-president, Lotus Design.
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