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Formula One: Lotus reveal rendering of 2015 E23
By Emanuele Venturoli| Posted January 25, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
By Emanuele Venturoli| Posted January 25, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Formula One: Lotus reveal rendering of 2015 E23
Lotus F1 Team have become the third team to reveal their car for the 2015 Formula One World Championship. The team revealed a set of computer generated renderings of their car on their website and Twitter earlier today.
Lotus technical director Nick Chester described the car, which is powered by a Mercedes hybrid V6 Turbo for the first time in the team’s history, as ‘a massive step forward’ from last year.
“It’s no secret that we struggled with last year’s car so we’ve targeted every area that caused us an issue,” he said. “We’ve made strong progress in the wind tunnel as well as in areas such as packaging and cooling. We expect the E23 to perform far, far better than its predecessor.”
Chester said the new power unit “looks to be the one area of the car which could bring us the greatest performance gain. It’s not just performance, but reliability and driveability as well as packaging and cooling too,” he explained.
The car, which will be driven by the team’s unchanged line-up of Romain Grosjean and Pastor Maldonado, features a modification of their livery from last year along with the loss of it’s unique twin-tusk front nose as a result of the new regulations imposed by the FIA for this season. However, Chester also noted that the banning of interconnected front-rear suspension had also made life difficult for the team when designing the E23.
“We were delivered something of a blow last year when the front-rear interconnected suspension was outlawed mid-season,” he said. “The E23’s suspension design is specific to the updated regulations so we’re not trying to update a system originally intended to work a different way.”
“We learnt a lot in many areas of the car over the course of 2014 so there are many lessons which have been applied. We know we’ve made a big step. We won’t know how our car will fare in relative terms until we’re out in action at a grand prix, but we certainly expect to be much more competitive than last year.”
The team’s chief executive officer Matthew Carter expressed his hopes of a return to form for the Lotus squad, who prior to their disappointing season last year had been one of the quickest cars in 2013; taking 14 podiums including 1 win at the opening race of the season.
“We are full of optimism going into the new season. It is time to put the disappointment of last season behind us and benefit from 12 months of hard work; we are ready to return to our rightful place at the pinnacle of the sport.”
McLaren are the next scheduled team to unveil their 2015 car on Thursday 29th January followed by the launch of the 2015 Ferrari SF15-T the day after. Pre-season testing then gets under-way on Sunday 1st of February at the Jerez circuit in Spain.
Emanuele Venturoli
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
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Read MoreWhy choose RTR Sports Marketing
In an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
Save time and money
When first approaching a sponsorship or sports marketing project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Sports is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
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Sports is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A sports marketing and sports sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which sport, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the beating heart
Activations are the real heart of sports sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a sports marketing project you need an agency that knows how to use sponsorship to engage the fanbase on the Web, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Objective measurements for a certain return
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
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We have been involved in sports sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
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We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
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Group Commercial Director
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