Along with the tag line that reads:-<\/p>\n

The Pace Setter<\/strong><\/p>\n

\u201cThe exhilarating Elan Sprint .alive , taut, tense , quick as cat [ ask a bird] .Not for the ham fisted\u00a0 or lead \u2013footed; very definitely for the driver\u00a0 who knows precisely\u00a0 how to handle the most exhilarating\u00a0 sports car in the world, output 126 bhp no les.\u201dIn summary, it\u2019s an excellent little sports car- Julian Mounter, The Times\u201d. Much can be said about the legendary Lotus Elan a test drive does in much better. Ask your dealer \u2013or contact us for full details and information\u201d<\/p>\n

Lotus and Firestone \u2013The Legend Makers<\/p>\n

These combined images may be considered in variance with the flying connotations presented. However the very modernity of the Elan is breaking moulds not just in technical\/ motoring terms it\u2019s appealing and reaching new cultural norms that emerged in society during the 1960\u2019s.It\u2019s important here to explore our series on the design decades and related themes of the Swinging Sixties. The Lotus marketing people possibly were very aware of their potential younger generation audience and their rejection of many previous norms.<\/p>\n

2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Examine briefly the social\/historical context where appropriate.<\/strong><\/p>\n

See Lotus Design Decade and peers available. Subscribers might like to refer to our introductory article which breaks down the brochure categories and where it\u2019s possible to see the other aviation related sales material. The A&R has contended that Chapman and Lotus in part defined the 1960\u2019s .this was a very significant achievement possibly previously underestimated. Their marketing material is therefore more adventurous and attuned than might be first thought.an appreciation and evaluation is only possible when viewed against a cultural understanding of the era.<\/p>\n

3\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Examine the model in context [note technical. Information invariably contained within brochure itself]<\/strong><\/p>\n

The Elan \u00a0was an extraordinary car. For many it was one of the defining cars of the decade. Its design, specification and performance are material to its marketing and evident commercial success. Rather than repeat this information here subscribers are directed to our scale model review where the aesthetics and design package of the Elan are considered in detail<\/p>\n

The advertising \/marketing of products can occasionally suffer from hybroil.Lotus were not immune from this. For this reason the editors suggest direct comparison with the road test conducted by \u201cAutocar\u201d and \u201cMotor\u201d etc. The editors question why the marketing people had to invent any aura when objective evidence was available.<\/p>\n

The \u201cAutocar\u201d report no 1988 of 21.8.1964 commented:-<\/p>\n

\u201cwithout a doubt , the Elan is a sports car \u2013thoroughbred because it owes its characteristics \u00a0almost entirely to Lotus racing experience, In its construction, suspension , lightness and appearance it is very modern\u2026\u2026.a car built from scratch by people who know what keen drivers want\u201d<\/p>\n

In their verdict they awarded the Elan 5 star and concluded:-<\/p>\n

\u201canyone \u00a0to whom the Elan \u00a0is likely to appeal should try to arrange a trial run because this is very much a driver\u2019s car .The advantage of being lighter than competitors models should be experienced as well as read about\u201d<\/p>\n

The model they tested cost \u00a31387.<\/p>\n

In their test published 1965 \u201cMotor\u201d contrasted the Elan [\u00a31,436] with the Austin Healey 3000 [\u00a31,166] Daimler SP250 [\u00a31,356] and the Triumph TR4. [\u00a3958]<\/p>\n

They further added:-<\/p>\n

\u201cJust occasionally one comes across the car which is the ultimate in its chosen field; the lean, in performance and drivability , is way ahead of all the opposition in its class \u2013the field of the true, practical \u201cFun car\u201d\u2026\u2026\u2026..perhaps the trim could be more beautiful , and the rubber coupled drive shafts cause some longitudinal surging unless the car is driven very smoothly, but there is little else on which to fault a car superbly designed for its job\u2026\u2026\u2026\u2026.the performance is little short of phenomenal , not only through the gears and for tractability in the high gears , but for its complete lack of temperament.<\/p>\n

The Sprint c 1966 was retailing for approximately \u00a31686 and was available in component form. It\u2019s believed taking information from \u201cThe Lotus Book\u201d that an estimated figure between 900-1353 Sprints were built.<\/p>\n

Does this brochure succeed?<\/strong><\/p>\n

The editors suggest yes with slight reservations.<\/p>\n

The information sheet is simple yet direct with strong contrast. It manages to marry the product with the potential customer. It uses in part aviation but also importantly the family and women as a uniting bridge and trigger of connectivity. Many potential customers will aspire to both. Many of the younger customers would probably be unable to achieve them immediately but they were on the way and possessed the ambition to do so.The advertisement tells them that potentially they can own the car and advance towards the plane and that ownership of the car will assist career and income development. It offers a trajectory and the assurance of a symbiotic relationship.<\/p>\n

The editors wonder if the two images presented might seem contradictory and set up conflicting messages. This might have been intentional projecting extremely positive and progressive relationships in the sense that the Elan was perceived as such a versatile car .It was capable of coexisting and performing diverse roles equally well not least for the safe transport of the family. Furthermore the imagery possibly addressed a new courageous trendy mould braking audience more able and willing to break out from traditional and historical stereotypes. In its own way it was feminist. The imagery of the plane and reference to pilot could equally appeal to women.<\/p>\n

The Elan was a good design well executed for the desired audience and well-presented and marketed. It also appeared themed with other backgrounds [see initial introductory article]<\/p>\n

The editors appreciate this is not an exact science and welcome comments from our subscribers.<\/p>\n

Scale Model Review<\/strong><\/p>\n

Subscribers may be interested in seeing our scale model review of the 1966 Elan S3<\/p>\n

Group Lotus Aircraft<\/strong><\/p>\n

Both Rudd and Haskell informs us that at various times the following planes were at Colin Chapman\u2019s disposal. This tells us a lot about Chapman and deserves greater study. The planes may have earned their keep across several functions and provided sympathetic backdrops for promotional photography:-<\/p>\n