10 Minute Moment of Truth

A mentioned the 10 Minute Moment keychain was part of a marketing campaign for the M100.

The idea was take a 10 minute test drive in an M100 and you'd get a keychain. The brochure was "10 Reasons to Buy".

Here are some of the elements that made up the campaign.

1) The campaign in the showroom - the car, the vid, the standee, the keychain
2) The standee
3) The VHS vid for the dealers to give and play in the showroom
4) The 10 Minute keychain

Cheers,
Kiyoshi

The car was very high to make. It cost more to make then the Esprit of that year and sold for almost 25k LESS.

I have always felt that GM (who owned Lotus at the time) used the M100 and Lotus to develop lots of things for GM's coming cars and then charged it off to Lotus and the M100.

The corvette top mechanism that came after is almost an exact copy of the Elan. The GRP body panels. The FWD setup that was absolutely the best front wheel drive car ever produced was for sure used on other GM cars.

The car is really a great car. I had 5 of them over the years. The only bad part of the car were the front brakes. They were horrible and you could not lock up the car. No how...no way. I almost got killed twice in the car and once when my son was with me. That was before we had a reasonably priced big brake kit and why we sold our Elans. I had 3 at one time.

I would love to talk to the guy that designed and or appoved the use of those front brakes and ask him "what the hell were you thinking?" And then take him out on the back roads for some white knuckle braking.

We now put on a big brake kit that transforms the car.