Sponsor, Brands, Specialists and Suppliers: The Companies that supported the Chapman /Lotus Road & Racing Programme
Lucky Strike: Lotus strike a light
Lotus cars sold
They were bought for their:-
- Performance –road or track
- Driving pleasure
- Reputation and image
- Owner identification /personality extension etc.
All the above were integrated within a total framework design.
The above list is heavily dependent on a select group of components [either bought in proprietary or in house manufacture] that delivered the desired outcomes and met strict criteria.
Many of these components often contributed significantly to the overall aesthetic, many are extremely functional and beautiful in their own right .They formed part of a complementary whole.
In this series we examine:-
- significant Individual components from all the marque types
- Briefly explain their role /contribution /evaluation
- Analysis form and function with regard to their integration, where appropriate
- Provide suppliers/specialist advertising materials where appropriate
Understanding Lotus’s use of proprietary parts provides invaluable learning opportunities not just historical but right up to the present day. These lessons are not just applicable to automotive engineers/ designers but to the wider Industrial /Product Design professions.
The Skillful and creative adoption, absorption and integration of components was a powerful factor in the Chapman design methodology and contributed significantly to both competition and commercial success. It also feed his ability to mutate parts and materials to his desired ends.
The use of components is a fundamental skill of the Industrial Designer and the direct provision of added value.
The exact interpretation of sponsorship in conjunction with Lotus is difficult to establish objectively. The appearance of a sponsor’s logo on a car is not necessarily evidence of financial support. Access to historical archive and contracts is sought wherever possible but with the passage of time and for various reasons these are not always available or accessible to the public.
This series also embraces the specialist suppliers to Lotus. We are particularly interested in those suppliers and products that have a connectivity with aviation.
In constructing the historic sponsor series, the A&R looks only at the logos worn in period and assumes the company involved had no objection to Lotus promoting their products. The A&R sees much to be gained by the wider promotion of sponsors but in the event that a specific organization disapproves for any reason that article will be removed.
Sponsorship is an instrument of mutual benefit and promotion. Subscribers might like to see A&R articles on Sponsorship and Product Placement to understand the numerical / financial reach provided by sponsorship with its ability to identify and project status through identification.
The principle continues particularly with regard to education based exhibitions [see below for details]
Each of these articles is devoted to a company/ organization that is believed to have sponsored or supplied specialist items to Lotus.
The intention of each article is to: –
- Explain the sponsors own history and outline their products and services – past-present and future
- Explain the historical connection with Lotus and the contribution made both in competition and the production cars
- To suggest how these two interlocking facets may be translated into exciting, interpretive, educational and commercial exhibitions
Subscribers might to see complementary and structured pieces to this article: –
- Primary sponsors like Gold Leaf / John Player Specials
- Product Placement
- Separate dedicated series on engines and gearbox
- Logo on Lotus
- Design Heroes Series-Raymond Loewy etc.
Lucky Strike Company Profile /Abbreviated summary
See internet for details and history of this American Tobacco Company.
In the Chapman/Lotus era the Company was identified with tobacco manufacturer and advertising. Earlier it had used celebrity endorsement and branding to increase sales – see chapter on Raymond Loewy below.
In particular Lotus sold both types 49 &72 to privateers.Of whom Dave Charlton racing in South Africa is possibly one of the most successful.
Reference works by Wagstaff on the Lotus 49&72give good coverage on this subject including photographs of Charlton driving Lucky Strike livered cars
Figure 1: Photograph of Dave Charlton from wiki, note Lucky Strike branding on race suit
See net for a variety of others.
See company history at:
“From 1972 until the team’s departure in 1975, Lucky Strike sponsored the Scuderia Scribante team, which were also known as “Neville Lederle” and “Lucky Strike Racing”. The cars, driven by Neville Lederle and Dave Charlton, were some of the first to be sponsored by a major tobacco company after the Lotus Team got sponsored by Gold Leaf in 1968, and Marlboro started sponsoring British Racing Motors in 1972 and later McLaren in 1974. The team mainly participated in the South African Grand Prix in Kyalami, but during the 1972 Formula One season, the team also participated in the French Grand Prix in Circuit de Charade, the British Grand Prix in Brands Hatch and the German Grand Prix at the old Nürburgring. After the retirement of the team, it would take more than 20 years before Lucky Strike would participate in Formula 1 again with the British American Racing team.”
Figure 2: Lucky Strike livery on Lotus 72
Loewy is an extremely famous American Product/Industrial Designer and brand specialist.
He features in our Design Heroes Series.
He redesigned the Lucky Strike packaging and branding.
“The white package actually was introduced to modernize the label and to increase the appeal of the package among female smokers; market studies showed that the green package was not found attractive by women, who had become important consumers of tobacco products. The war effort became a convenient way to make the product more marketable while appearing patriotic at the same time.
Famed industrial designer Raymond Loewy was challenged by company president George Washington Hill to improve the existing green and red package, with a $50,000 bet at stake. Loewy changed the background from green to white, making it more attractive to women, as well as cutting printing costs by eliminating the need for green dye. He also placed the Lucky Strike target logo on both sides of the package, a move that increased both visibility and sales. Hill paid off the bet.”
Period Address for economic geography exercise
See United Tobacco Company and related owners (American)
Our learning /educational opportunities are intended to be challenging thought provoking and requiring additional research and/or analysis.
These opportunities are particularly designed for a museum/education centre location where visitors would be able to enjoy access to all the structured resources available in conjunction with any concurrent exhibition.
Understanding the potential of componentry particularly proprietary items provides some of the following learning opportunities; in this instance we suggest the following might be appropriate:-
Figure 3. Image from net, note addition sponsor
Specific to Lucky Strike
- What is the history of Lotus and privateers? Give examples and results
- In addition to Lucky Strike who else sponsored Dave Charlton?
- Set out the history of Lucky Strike racing in F1 to the present
- Explain the range of motor racing in South Africa during the Chapman era
- What are the ethics of tobacco advertising in F1?
- Produce spreadsheets or pie chart indicating world consumption of tobacco products by nation, consider an overlay with F1 audience is there any corollary, coincidence?
- What is the attraction of F1 to tobacco companies?
- Lucky Strike used celebrity endorsement, chart the history of this marketing technique and contrast with present day social media
- How and why did Lucky Strike change its target markets/audience, reference female?
- Was Raymond Loewy redesign inspired aesthetic or more forensic market research? Combined with cost cutting of packaging, discuss the holistic interactive totality
- How do Raymond Loewy theories of branding/marketing apply in F1?
- Compare and contrast the aesthetics Liveries of Lucky Strike with JPS
- What is the size and value of the international tobacco industry?
- How has it changed? And what is its future 2020 onwards?
- Use a technical dictionary where needed to define components and roles
- Was there a viable alternative to the part under consideration?
- Is what might it have been /cost?
- Examine the suppliers/specialist advertising what does it convey? And what is its iconography?
- Integrate this item with our series on the economic geography of motor sports locations and manufacturing bases
- Has the component had exposure at any motor shows?
- Does the company continue to supply classic/heritage parts?
- What changes in technology and materials have impacted on Lotus through its history?
- How does component design impact on form and function
- Does the supplier/specialist have aviation links? If so what?
- What is the importance of ergonomics and how does it influence modern automobile design?
- Does excessive safety/ and or ergonomics impact negatively on aesthetics
- What is the impact of standardization of platforms through mark ranges and indeed shared with other manufacturers? Could uniformity ultimately impact on sales even if economies of scale improved?
- Enumerate Lotus bought in components
- How has mass production and proprietary parts assisted the specialist car market?
- Produce an engineering drawing of a selected component and consider the specification of the materials and assembly process, costs and volume
- Explore an enumerate supplier/specialists components used in other Industrial Design fields
- How did the supplier/specialist extract value from their sponsorship/support?
- Explore Graces Guide for further background detail
- Study the economic geography of the British auto industry what factors determined locations?
- What have been the causes of change and circumstance that have impacted on British motor industry?
- What has been the role of F1 /motor sport valley based around Bicester?
- What is the importance of outsourcing to the motor industry?
- Study a British car specialist like Morgan, TVR, Ginetta or Lotus where do they source parts? What are the advantages?
Exhibitions, Education, Economics and Entertainment
In the museum context the editors believe that commercial considerations are both necessary and complementary with its educational objectives.
For these reasons our suggested outline Business Plan includes provision for promoting products and services which share Chapman’s ideals of mechanical efficiency and sustainability. In addition we propose merchandising that explain and interprets the social and cultural context of Chapman’s designs in period. It’s suggested there will be catalogue for on line purchasing.
In this instance we suggest the following exhibition titles might be appropriate:-
|Lucky Strike Racing||Dave Charlton’s king size success|
|Lucky Strike Racing||Dave Charlton tipped to win|
|Lucky Strike Racing||Lotus tailor made for Charlton|
|Lucky Strike Racing||Low drag Lotus|
|Lucky Strike Racing||All smoke and Mirrors|
|Lucky Strike Racing||Lotus Lights up|
|Lucky Strike Racing||Lucky ,light and Lotus|
|Lucky Strike Racing||Striking but good looking?|
- Lotus Parts: Past ,Present Future
- Lotus Parts: The Winning Factor
- The Principle Part
- Act the Part
- Assign the Part
- Lotus Components
- Lotus Components :Parts and Parcel
- Lotus Sponsors, Specialist and Suppliers:Form,Function and Forte
- Lotus Components:Parts and Partiality
- Lotus Aesthetics : With little to spare
- Lotus Cars: Spare and Slender
- Product launch with title of dedicated specific relevance
Conclusion: “The whole is greater………”
There can be little doubt about the significant contribution made by Lucky Strike and Dave Charlton.
They assisted Lotus achieve multiple South African Championships using both Lotus 49/72 cars.
The other lessons we might learn include:
- How a privateer with sponsorship was able to make racing affordable with the subsidy
- That privateers increased Lotus reputation and exposure in the furthest corners of the globe
- That these factors also contributed to Lotus sales and possibly exports
- Although some will object to tobacco advertising,(whilst to others it is a means for transmitting information and availability permitting individual to exercise informed personal choice ) it was an remains a reality and contributed to Team’s like Lotus success whilst in some instances heightening brand status and sales (successful commercial objective )
- Time and again our detailed study of Lotus and Chapman takes us into related academic and design disciplines extending to history, geography, economics, social policy, culture, brand marketing with subtle overlays.In this instance the links with Raymond Loewy and interwoven the commercial imperatives of sales through attractively presented products and focused marketing.
- Marketing and sales engender the profits of which some are released back into F1 and hence technological research and development
Chapman’s design and manufacturing methodology rather confirms the adage that “the whole can be greater than the sum of the parts”.
It’s an interesting an important study to consider deployment of components. It contributes to aesthetics, assembly economics and sales [attractive components/ known accepted performance and servicing ability etc.]
It is equally and mutually relevant and beneficial to the component manufacturer.
Chapman and his colleagues often took the best / most appropriate mass produced item and almost reinvented it in its service to design objectives. In this manner many components acquired a new status and indeed their aesthetic was enhanced surrounded by the Chapman conceptual whole.
It’s also extremely significant how many of these components were also used in Lotus competition cars. This created a powerful dynamic and interrelationship. Many components:-
- Performed well in competition gaining beneficial publicity and sales
- Both the component and racing reputation carried through to road cars and assisted sales
- The component manufacturer gained disproportionate publicity and assisted products sell in other applications
- All together a beneficial spiral was commenced. Publicity of the era often opted to highlight the Lotus dimension in publicity material. In fact there was a powerful synergy.
The relationship between Lotus and is sponsor specialist suppliers is significant and worthy of close study and has lessons for Engineering, Industrial Design and Manufacturing disciplines.
Along the way it’s possible too to study the wider British motor component industry and how it has helped foster the specialist car manufacturers.
Sponsorship is a worldwide phenomenon of immense commercial impotence. Both to host and sponsor organization.
With the Passage of time it’s likely to become more sophisticated and focused and the internet /multimedia technology will play greater role.
Sponsors have existed in motorsport before Chapman but he vigorously exploited the concept with Gold Leaf c 1967/68 and set a pattern for others to follow.
Sponsors of Lotus were likely to benefit financially and in terms of exposure to an extent greater than their investment. The benefits were, and remain essentially similar to present day:-
- Access to mass international audience consistent with mass production distribution marketing branding etc.
- Demographics of viewing audience and interest groups
- Additional subsidiary /secondary advertising through media, news, magazines etc.
- Identification with market /brand /marque leader in both F1 and road cars
- Association with success and continuity evolving, developing technology, materials etc.
- In period the identification with the charm ,charisma and ability to articulate that Chapman possessed
- All the attendant glamour , drama ,danger ,and spectacle of F1
- Ability to provide conducive hospitality to conduct business
- Cost effectiveness of audience cost ratio
- Possible further complex corporate benefits
Appendix 1: Context and operation of sponsorship from the net:-
- Learn how sponsorship motives have evolved.
- Be able to differentiate between advertising and sponsorship.
- Learn the advantages of each of the key promotion tools.
- Identify the six categories of sponsorship opportunities.
- Distinguish between self-evident and strategic linkages.
- Learn the trends in spending on sponsorships.
- Gain insight as to how ambush marketing and leveraging play roles.
- Develop a basic understanding of the three special cases of sponsorship.
- Identify the five key sponsorship objectives.
- Learn the importance of each sponsorship objective.
- Understand the concept of matching.
- Learn the potential components of a sponsorship plan.
- View a comprehensive example of a sponsorship.
Gain an awareness of controversies regarding sponsorship.
Appendix 2 F1 and related racing results
Marks of Excellence.P.Mollerup.Phaidon Press.1997.
Internet websites and local History
Aircraft of the Fighting Powers.Cooper&Thetford.Vol.1.Aircraft [Technical] Publications.1940.
An extensive bibliography is provided in A&R article on John Players Specials/Gold Leaf
Industrial Design A-Z.C&P Fiell.Taschen.
Art of the Formula 1 Race Car. Mann, Codling.Motorbooks.2010
Lotus 24, 25, 28, 29, 33.Unique.
Lotus 49, 49B, 49C, 49F.Unique.
International Corporate Identity.Olins.Laurence King.1995
International Motor Racing 1978.Ed by B.Gill.Macdonald and Jane’s.1978
The International Motor Show. Offical Catalogue.1966
Motor Racing Directory 1955-56 [Ed by staff of “Motor Racing”] Pearl Cooper.
Motor Racing Directory.Kettlewell.
Autosport A-Z Motorsport Directory. [Annual editions] Haymarket
Fundamentals of Motor Vehicle Technology.Hillier & Pittuck.Hutchinson.1967.
Colin Chapman.Lawrence Breedon.2002.
Coventry Climax Racing Engine’s.Hammill.Veloce.2004.
Lotus, Coventry Climax and Cosworth Engine’s.Pitt.Unique.
The Anatomy and Development of the F1 Racing Car.Incandela.Haynes.1982.
The 1000 BHP GP cars.Bamsey.Haynes.1988.