Lotus Appoints Swizz Beats Vice President Of Creative Design And Global Marketing - Page 3 - LotusTalk - The Lotus Cars Community
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post #41 of 107 (permalink) Old 08-17-2011, 07:54 AM
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And Bingo was his name, oh... Right there with you on this.

My three year old son and I watch all forms of racing and plenty of Speed Channel. We can't drive past a Lowe's without him yelling out "Look Dad, Jimmie Johnson!" So when my little man is older, do you think he will ever be found shopping at Home Depot?

Lotus is targeting youth and wants to get in their head's now so when some of these kids eventually do have money, the brand is on their radar. I feel there is nothing wrong with this, and like I said earlier, I applaud them.

Plus, Swizz is not a super duper A-lister, so they probably got him for a song...

Yep, because we all know that 19 year old kids who know who some second rate rapper is can afford $150-175K sports cars.

You guys keep missing the point - again, the decision to have him as a CREATIVE CONSULTANT (emphasis CONSULT) or BRAND ENDORSER is one thing (and debatable). The decision to make him GLOBAL HEAD OF MARKETING is beyond ridiculous. He has no relevant experience, outside of liking cars. He has no educational background to suggest he will succeed. He's never been there done that. This is not a 'celebrity sticks their mug on a restaurant', this is a completely unqualified person taking the helm of a critical BUSINESS position with VERY specific goals in a VERY specific industry with a company taking a VERY specific risk.

There's a reason that Kevin Costner puts his name and money on The Clubhouse restaurants and doesn't actually cook the meals.
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post #42 of 107 (permalink) Old 08-17-2011, 07:56 AM
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"more of us than you" -- you lost me there, is this a racial comment? So what you are saying is change the demographic to people that like bling and rap music? So long as it "looks" cool, it doesn't matter what the content is? Interesting, if that's your POV then Lotus is going to have an even more narrow sales appeal. I may have put words in your mouth, but that's the message I got from your post.

But who do you think would sell more cars Swizz or say Lewis Hamilton? If that really is the goal to "bring Lotus out of the grave" and into a new demographic?

Marketing is simple, it doesn't take Swizz or any other ego inflated person to understand a market. You figure out how much the car costs to produce and support (warranty), determine what profit you want to make out of it over projected quantity/sales, and you have the car price.

You then buy marketing data from one of many large corporations that specialize in gathering and housing this data (IDC and many others) and see who is buying your car in that price range. Now take a look at the cars being purchased and see what they have (features, performance, luxury, etc.) -- you compare those results with what you want to sell. It's really not that difficult and wasting money using Swizz for an "image" is definitely not helping IF Lotus want to continue to sell sports cars.

I can only assume from the hiring of Swizz that Lotus do NOT want to continue selling sports car. Maybe that's why Ferrari let Dany go ... he tried to tell Ferrari that SUVs is where it's at and they laughed him out the building.
Where a lot of people go wrong on this site is that they only look at things from their perspective.

Case 1: People on here who say that the front of the Evora is fine and Lotus shouldn't change it blah blah. The point is that even if the Evora changed the front to something more appealing, the people who bought it will still buy it. Buuut on the other end... someone like me... who really does appreciate the way it drive.. still will not buy it because of the front end. Yes you will be amazed at how things like that will kill a sale.

Swizz is only being used for that demographic.. because let me tell you.. it is non existent in that demographic... none, zero, nada. Swizz isn't going to stop anyone who would buy a Lotus from buying one. But he will help sell to others who would probably overlook it. This is business and economics. Pretty simple.

The are aiming for it to have the recognition of a Lambo and Ferrari... And yes rappers have yelled out those two brands a bagillion times.... has it hurt the company... not at all. This is what Lotus wants. Recognition. I'm pretty sure Swizz isn't going to be running the company. Don't be so narrow minded. No company cares about only having purist buy the car. Lambo, Ferrari, Aston, and every other expensive car brand would die if only purist bought the cars. Don't be silly.

And yes I guess I am racist against old people. You know the "lol" at the end of that must only be understood by young people.
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post #43 of 107 (permalink) Old 08-17-2011, 08:14 AM
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Yep, because we all know that 19 year old kids who know who some second rate rapper is can afford $150-175K sports cars.

You guys keep missing the point - again, the decision to have him as a CREATIVE CONSULTANT (emphasis CONSULT) or BRAND ENDORSER is one thing (and debatable). The decision to make him GLOBAL HEAD OF MARKETING is beyond ridiculous. He has no relevant experience, outside of liking cars. He has no educational background to suggest he will succeed. He's never been there done that. This is not a 'celebrity sticks their mug on a restaurant', this is a completely unqualified person taking the helm of a critical BUSINESS position with VERY specific goals in a VERY specific industry with a company taking a VERY specific risk.

There's a reason that Kevin Costner puts his name and money on The Clubhouse restaurants and doesn't actually cook the meals.
We don't know eachother, and that is ok. I am sure if this conversation was face to face it would be different. Just keep an open mind here.

That said, I think it is you that is missing the point. It is not about directly targeting those that can afford the car now, it is more brand awareness. It is getting the youth of today to keep Lotus in the front of their mind like they do Bentley, RR, Maybach, Lamborghini, and Ferrari.

Look, I took that entire "press release" with a grain of kosher sea salt. In no way do I think that Swizz will be going to Lotus HQ every day and walk into an office with GHoM hanging on the door. He is probably too busy droppin' beats, poppin' bottles, and bangin' models... (Sorry, Alicia)

I will bet a pretty penny he is nothing more and nothing less then a spokesperson. If I am wrong Lotus HQ, then please correct me.

Again, good for him. I will be honest, I am a little jealous! I think it will allow him to enjoy some pretty cool perks!

I would like the chance to have him sit passenger with me at the NJMP Lotus Cup East event so he can get the "full" experience.


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post #44 of 107 (permalink) Old 08-17-2011, 09:21 AM
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And yes I guess I am racist against old people. You know the "lol" at the end of that must only be understood by young people.
Yeah, I'm an old man and here is a picture of me looking at a station wagon. Just waiting for the wood panelling and roof rack option to come out so that I can go to Wallyworld! LOL
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post #45 of 107 (permalink) Old 08-17-2011, 09:54 AM
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Yeah, I'm an old man and here is a picture of me looking at a station wagon. Just waiting for the wood panelling and roof rack option to come out so that I can go to Wallyworld! LOL
Is that a Solstice-Ferrari...

PS... I use to like the Solstice... I had one...
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post #46 of 107 (permalink) Old 08-17-2011, 10:14 AM
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I can understand the "they are trying to prepare the youth of today to keep the brand in mind for 20+ years down the road when they actually have the money to buy a $150K to $175K car... The problem is every effort that Lotus seems to be trying to make lately is aimed at some far off future sale, or trying to completely disregard the current brand's fan base and demographic in hopes of "making it big" in the super exotic and lifestyle clubs...

This is the same as putting your entire paycheck into your 401K every payday so that in 40 years you can hope to live really well as a retiree... while ignoring the fact that you have no where to live, nothing to eat, and no way to get to work ... If you die of starvation and or exposure before you ever get close to 65 what was the point in the 401K?

Like i said I fully understand Lotus attempting to prepare for the future. Doing so is a responsible business move... but they seem to be doing nothing to face the music of today, where by they NEED to sell cars to people who can afford to buy said cars, in order to get enough money together to set the future plan in motion...
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post #47 of 107 (permalink) Old 08-17-2011, 10:29 AM
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I don't really care who it is. I'm just going to sit back and see what happens. Besides, does this move really surprise anyone? I mean, look at all the huge changes. I don't even know how all this sh*t began in the first place.

What will he do? Will he take an evora and cut it up like JayZ and Kanye did the Maybach?

Can you imagine if this article was posted on Yahoo? I can't imagine the type of comments I'd be reading at the bottom of the page...

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post #48 of 107 (permalink) Old 08-17-2011, 10:36 AM
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I can understand the "they are trying to prepare the youth of today to keep the brand in mind for 20+ years down the road when they actually have the money to buy a $150K to $175K car... The problem is every effort that Lotus seems to be trying to make lately is aimed at some far off future sale, or trying to completely disregard the current brand's fan base and demographic in hopes of "making it big" in the super exotic and lifestyle clubs...

This is the same as putting your entire paycheck into your 401K every payday so that in 40 years you can hope to live really well as a retiree... while ignoring the fact that you have no where to live, nothing to eat, and no way to get to work ... If you die of starvation and or exposure before you ever get close to 65 what was the point in the 401K?

Like i said I fully understand Lotus attempting to prepare for the future. Doing so is a responsible business move... but they seem to be doing nothing to face the music of today, where by they NEED to sell cars to people who can afford to buy said cars, in order to get enough money together to set the future plan in motion...
Right, but in my opinion that is where their involvement in Motorsports fills the gap.

Looks to me like they are taking a page from the Porsche Motorsport playbook. Let's build customer cars, sell parts, and sell support all at a massive premium which makes money to fuel the marketing. It's already a proven recipe and I like what I see.

Look at this GT lineup! They have it all covered.

What I find most appealing is the Lotus involvement even at the grassroots level. That is just plain awesome. Porsche Motorsport is only interested in the Roger Penske's or Seth Neiman's of the world. That is fine, and I understand why they do it, but to me you will keep a client longer and keep them more excited about your brand if you stay in touch with those racing at all the various levels.


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post #49 of 107 (permalink) Old 08-17-2011, 10:40 AM
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Where a lot of people go wrong on this site is that they only look at things from their perspective.

Case 1: People on here who say that the front of the Evora is fine and Lotus shouldn't change it blah blah. The point is that even if the Evora changed the front to something more appealing, the people who bought it will still buy it. Buuut on the other end... someone like me... who really does appreciate the way it drive.. still will not buy it because of the front end. Yes you will be amazed at how things like that will kill a sale.

Swizz is only being used for that demographic.. because let me tell you.. it is non existent in that demographic... none, zero, nada. Swizz isn't going to stop anyone who would buy a Lotus from buying one. But he will help sell to others who would probably overlook it. This is business and economics. Pretty simple.

The are aiming for it to have the recognition of a Lambo and Ferrari... And yes rappers have yelled out those two brands a bagillion times.... has it hurt the company... not at all. This is what Lotus wants. Recognition. I'm pretty sure Swizz isn't going to be running the company. Don't be so narrow minded. No company cares about only having purist buy the car. Lambo, Ferrari, Aston, and every other expensive car brand would die if only purist bought the cars. Don't be silly.

And yes I guess I am racist against old people. You know the "lol" at the end of that must only be understood by young people.
Dude, you are making a LOT of assumptions.

'Swizz will only be used for that demographic' - how do you know that? He's being named head of Global Marketing. That's not 'random relatively unknown celebrity endorser' Big difference.

And yes, rappers talk about Ferraris and Lambos, but what do they buy? Bentleys and Escalades. Yes, the random Lambo (I can think of Busta's hideous one), but I've never seen them buy a Ferrari on Cribs/Dubs/Etc. Seems like the rappers like the bigger cars that can house more people and 8,000 speakers and subs. And we can also include ballers - kind of in the same vein as hip hop dudes. Ballers don't really buy Lambos and such because they can't fit. I can't see them fitting in a Lotus either.

If we look at the sales of Lambos and Ferraris, I'd bet a TINY TINY percentage are to rappers and ballers.

This can backfire. If I car becomes known as 'baller/rapper' fodder, it then makes the average layperson shy away from it - specifically the 300C and the H2. Sure, these cars are cheaper and more accessible than exotics, but I'm not real jazzed about aligning a brand like Lotus with that whole tacky, over the top, annoying hip hop culture.
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post #50 of 107 (permalink) Old 08-17-2011, 10:50 AM
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We don't know eachother, and that is ok. I am sure if this conversation was face to face it would be different. Just keep an open mind here.

That said, I think it is you that is missing the point. It is not about directly targeting those that can afford the car now, it is more brand awareness. It is getting the youth of today to keep Lotus in the front of their mind like they do Bentley, RR, Maybach, Lamborghini, and Ferrari.

Look, I took that entire "press release" with a grain of kosher sea salt. In no way do I think that Swizz will be going to Lotus HQ every day and walk into an office with GHoM hanging on the door. He is probably too busy droppin' beats, poppin' bottles, and bangin' models... (Sorry, Alicia)

I will bet a pretty penny he is nothing more and nothing less then a spokesperson. If I am wrong Lotus HQ, then please correct me.

Again, good for him. I will be honest, I am a little jealous! I think it will allow him to enjoy some pretty cool perks!

I would like the chance to have him sit passenger with me at the NJMP Lotus Cup East event so he can get the "full" experience.
Agreed. Sorry if I came off harsh. Remember, it's just dudes with opinions shooting the sh*t on an internet forum. I know many from this forum personally and they'll tell you I'm a pretty cordial dude that likes to be sarcastic and play the class clown.

That being said, I hope you're right. The issue I have is with that title. Terrible move.

As far as 'spokesperson' - could be. The issue is that this dude isn't all that well known. I know people will say 'ooh, old white guys'. Nope. I'm 40 and love all kinds of music - from death metal to indie to folk. Depending on the mood, I can did hip hop. I prefer older stuff (for example, my college years) - Public Enemy, Slick Rick, Eric B and Rakim, KRS One, De La Soul, NWA, Tribe Called Quest, Wu Tang and I can dig some of the newer stuff - Pharcyde, Chali 2na (Jurassic 5), Blackalicious, Kanye, Maxi Jazz, Boots Riley, etc. That being said, I have no idea who Swizz Beatz is.

BTW - my favorite MC? MC Solaar from France. 'La Belle et Le Bad Boy' and 'Mullah Solaar' are must blasts on any playlist.
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post #51 of 107 (permalink) Old 08-17-2011, 10:51 AM
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Yeah, I'm an old man and here is a picture of me looking at a station wagon. Just waiting for the wood panelling and roof rack option to come out so that I can go to Wallyworld! LOL
You in the picture?

So, are you the hot chick in the black cocktail dress or the guy with the hand on forward saying 'oh vey, Ferrari with a hatchback?'

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post #52 of 107 (permalink) Old 08-17-2011, 10:53 AM
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I don't really care who it is. I'm just going to sit back and see what happens. Besides, does this move really surprise anyone? I mean, look at all the huge changes. I don't even know how all this sh*t began in the first place.

What will he do? Will he take an evora and cut it up like JayZ and Kanye did the Maybach?

Can you imagine if this article was posted on Yahoo? I can't imagine the type of comments I'd be reading at the bottom of the page...
If it was on yahoo, the comments would:

- blame Bush
- tell you they are successful wealthy doctors
- murder the English language - particularly 'there/their/they're' and 'you're/your'

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post #53 of 107 (permalink) Old 08-17-2011, 10:55 AM
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Right, but in my opinion that is where their involvement in Motorsports fills the gap.

Looks to me like they are taking a page from the Porsche Motorsport playbook. Let's build customer cars, sell parts, and sell support all at a massive premium which makes money to fuel the marketing. It's already a proven recipe and I like what I see.

Look at this GT lineup! They have it all covered.

What I find most appealing is the Lotus involvement even at the grassroots level. That is just plain awesome. Porsche Motorsport is only interested in the Roger Penske's or Seth Neiman's of the world. That is fine, and I understand why they do it, but to me you will keep a client longer and keep them more excited about your brand if you stay in touch with those racing at all the various levels.
As we've said earlier - Lotus isn't Porsche. Or BMW. Or Ferrari.

People have heard of Porsche, BMW and Ferrari.

Maybe this makes sense - most lay people have no idea what Lotus is so it make sense that they'd hire some tier two rapper dude that no one knows.
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post #54 of 107 (permalink) Old 08-17-2011, 11:15 AM
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In my opinion Lotus went wrong for the "right now" phase when they decided not to redesign the 2012 Evora front.

Yes most rappers actually buy cars that have a ton of interior but the point is the cars being heard. You would "probably" be surprised at the amount of people who are the complete opposite of rap that will buy the cars because they hear them being bragged about all the time. Older men try to impress younger girls. Younger girls listen to all the things on the radio that lavish these things.
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post #55 of 107 (permalink) Old 08-17-2011, 11:32 AM
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Agreed. Sorry if I came off harsh. Remember, it's just dudes with opinions shooting the sh*t on an internet forum. I know many from this forum personally and they'll tell you I'm a pretty cordial dude that likes to be sarcastic and play the class clown.
No harm, no foul. It's all good.


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That being said, I hope you're right. The issue I have is with that title. Terrible move.
Terrible move or ballzy move? You never know with this stuff. Could go either way. Let's just hope for the best.

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As far as 'spokesperson' - could be. The issue is that this dude isn't all that well known. I know people will say 'ooh, old white guys'. Nope. I'm 40 and love all kinds of music - from death metal to indie to folk. Depending on the mood, I can did hip hop. I prefer older stuff (for example, my college years) - Public Enemy, Slick Rick, Eric B and Rakim, KRS One, De La Soul, NWA, Tribe Called Quest, Wu Tang and I can dig some of the newer stuff - Pharcyde, Chali 2na (Jurassic 5), Blackalicious, Kanye, Maxi Jazz, Boots Riley, etc. That being said, I have no idea who Swizz Beatz is.
And Pete Rock w/ CL Smooth, Main Source, Jungle Brothers, Common, Mos Def...

I am a married, 36 year old, skinny, balding, white kid from South Jersey with two young childern and I still listen to all that same stuff you mentioned along with the mc's we didn't!

BUT, I do try to keep my ear to the ground. I am not completely connected to current musical pop culture, but I can tell you that Swizz is a player in today's hip hop music/style scene.


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BTW - my favorite MC? MC Solaar from France. 'La Belle et Le Bad Boy' and 'Mullah Solaar' are must blasts on any playlist.
You had my heart when you mentioned A Tribe Called Quest.


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post #56 of 107 (permalink) Old 08-17-2011, 12:41 PM
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If you're shooting for a 20 year ROI from your marketing budget, you're doing it wrong. It's almost like they took a young, nearly literate, semi-relevant, failed rapper and let him run their marketing dept.
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post #57 of 107 (permalink) Old 08-17-2011, 06:45 PM
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If you're shooting for a 20 year ROI from your marketing budget, you're doing it wrong. It's almost like they took a young, nearly literate, semi-relevant, failed rapper and let him run their marketing dept.
Swizz was never a rapper. He is a producer and beat maker who just so happens to have done a few raps just because he could.
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post #58 of 107 (permalink) Old 08-17-2011, 09:32 PM
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I was a "beat maker" in jr high. My parents always wondered why the Kleenex boxes were always empty. I had no idea this was something I could put on my resume.
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post #59 of 107 (permalink) Old 08-17-2011, 11:45 PM
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WHAT THE HELL is wrong with Lotus?!!

If it was an endorsement, it's okay but to have this guy be the head of creative design and marketing?!!!

You really think most of us would want something designed "creatively" by a rapper? The last thing I want is bling bling, spinners, and crystals on my car!!!!!

This is the dumbest thing to come out of Lotus so far and I don't think it will be the last.

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post #60 of 107 (permalink) Old 08-18-2011, 01:14 AM
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40 Rapper Stars And Their Performance Cars
http://www.carthrottle.com/40-rapper...formance-cars/
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