Introduction<\/strong><\/p>\n In this article we examine Lotus representation in Scalextric racing car sets. This has an importance. It actively reflects the perception of Lotus to the public and here a significant category; the young and young at heart. Our examination of Lotus through Scalextric is a prism which measures its perception and aura \/ charisma to the customer.<\/p>\n The editors support the concept of consumer sovereignty [accepting some limitations] with its definition containing:-<\/p>\n \u201cThe situation in an economy where the desires and needs of consumers control the output of producers.\u201d<\/p>\n Scalextric is an example of a product bought freely born of a genuine demand and interest.<\/p>\n Scalextric has been an extremely popular toy\/game with its high point in the 1960\u2019s.Sadly the editors have been unable to trace information relating to sets sold in the UK, but have found a brief reference for America. .The most recent information available being:-<\/p>\n CityA.M. [9th<\/sup> Dec.2015]<\/p>\n Airfix and Scalextric maker Hornby yesterday unveiled sliding sales \u2026\u2026\u2026..Group sales fell to \u00a322.3 Million in the six months to end of September \u2026\u2026\u2026\u2026..but the company added UK trading has risen 10% year on year \u2026\u2026\u2026\u2026.the business is performing well in the important Christmas and New Year period\u201d<\/p>\n Good research might reveal the annual sales statistics .The number of clubs and organisations as evidenced by the internet confirm the enduring international popularity, size of the market and participants. Somewhere it might be possible to discover the number of sets that were sold on the back of Lotus imagery\/ content. The editors believe that the number of Lotus racing cars represented suggests that they were significant touching a nerve with customers thereby reflecting the esteem with which Lotus was held and providing a commercial success for the manufacturers.<\/p>\n Of course the principle of consumer sovereignty is equally important in the motor car manufacture and was an issue that Colin Chapman addressed.<\/p>\n Subscribers might like to see related A&R articles:-<\/p>\n Scalextric, Commercialism and Popular Culture<\/strong><\/p>\n Roger Gillham comments:-<\/p>\n \u201c to be successful in the toy and model industry it is necessary to continually invent new and interesting ideas which appeal to the public \u2026\u2026\u2026.Scalextric definitely comes into the \u201cclassic\u201d category having maintained its appeal to the buying public for many years \u2013indeed the word \u201cScalextric \u201c has come to be used by many as the generic term for electric slot car racing systems\u2026\u2026\u2026.this continuing success has not been easily obtained : throughout its existence the product range has been the subject of constant improvement in order to stay ahead of competitors\u2026\u2026\u2026\u201d<\/p>\n The evidence suggests that Scalextric remained successful and relevant because it was contemporary and was able to embrace and encompass the achievements of Lotus and other manufactures and create a link or bridge with the aspiration of its customers.<\/p>\n This act squares the circle of consumer democracy \u2013 the provision of what the customer wants and in so doing being economically profitable. Of course this achievement was easier with the success and positive imagery and publicity Chapman and Lotus achieved.<\/p>\n Slotting into Place: Lotus in the Grove<\/strong><\/p>\n The editors suggest the importance and attractiveness of Lotus in the public\u2019s estimation is due to the following:-<\/p>\n Lotus Representation by Scalextric<\/strong><\/p>\n The editors have deducted that the following list of Lotus cars have been modeled for slot car racing \/Scalextric. There may be others; we would be pleased to discover more.<\/p>\n The extent and spread of models suggests the enduring appeal of Lotus and of course their near continuous place in the vanguard of international motor racing.<\/p>\n Lotus were coincidently entering international GP racing with the growing popularity of Scalextric. In the nations mind was the recent success of Vanwall on which Colin Chapman had provided consultancy. Both marques featured in early sets.<\/p>\n And recent Caterham \/Lotus Seven<\/p>\n <\/a><\/p>\n This image is of the early Lotus GP \/F1\/2 car and complementary figure set to add scale and realism.<\/p>\n Scalextric, Jim Clark and Lotus: Catalogues of Achievements in the Lap of the Gods<\/strong><\/p>\n There could be no greater testimonial\/ endorsement of the product than by multiple World Champion, Jim Clark. Furthermore with the inclusion of the appropriate Lotus model participants could maximize the realism of their participation.<\/p>\n It\u2019s possibly no coincidence that Scalextric perhaps reached its zenith in the mid\/late 1960\u2019s along with Clark\u2019s, Hill\u2019s and Lotus achievement in quick succession.<\/p>\n Both men were greats with charismatic and ambassadors of the sport and the nation.<\/p>\n Jim Clark was perhaps more idolized because of his natural talent, modesty and relaxed driving style. He was hero to many and he deserved their adulation.<\/p>\n Though the Scalextric sets participants could readily identify with their heroes and the sport was brought within the means of the many often operating through organized clubs etc.<\/p>\n The graphic art of the Scalextric sets deserves attention. The editors have not been able to identify the commercial artist but in the era before commercial photography their portrayal helped sell the sets.<\/p>\n The box art touched a nerve and resonated with the participants. The psychology that the artists reached was placing the participants in the driving seat .It increased participation and feelings of realism and direct competition that other more passive models could never achieve.<\/p>\n The box art was an extremely important invitation to the speed drama danger excitement of motor racing and when combined with the identification of Jim Clark exercised powerful attraction, desirability and engagement.<\/p>\n We recommend a full study of the art work used .Some subscribers might like to relate it to our series on the fine Art of Motor Sport.<\/p>\n In the examples mentioned its Lotus that is used as the banner, torch and imagination trigger to identify the product \u2013 no mean achievement?<\/p>\n <\/a><\/p>\n The cover to this Scalextric catalogue, features Jim Clark driving a Lotus. It reflects their achievements in World Drivers and Constructors Championship .The catalogue contained a testimonial\/ endorsement from Jim Clark. \u201cThe only model racing system officially approved by Jim Clark \u2013World champion Racing driver]<\/p>\n <\/a><\/p>\n The 1966 catalogue 7 front cover put the reader behind the wheel of Jim Clark’s Lotus.<\/p>\n <\/a><\/p>\n This is the 16th edition catalogue of 1975 with JPS Lotus on the cover<\/p>\n \u201cFeelin Groovy\u201d-slot car racing in America<\/strong><\/p>\n In 1966 Simon & Garfunkel released \u201cFeelin Groovy\u201d and the strap line \u201cslow down you move too fast\u201d. The time, mood, popular culture, music and sporting events overlapped. These lyrics could apply to slot car racing in America. As we have noted Scalextric\/slot car racing was possible at its zenith during this period. The editors have chosen this published article to reflect the American dimension. Extracts from the following net article explain significance:-<\/p>\n The Short Story – by\u00a0johnford@2fords.net<\/p>\n Scale Auto Racing News Magazine – http:\/\/www.scaleautoracing.com The question is “Where did slot car racing come from”? I’ll try and answer that with this short article.<\/p>\n <\/a><\/p>\n Slot car racing was so popular in the 1960s that special racing events were televised live nationally on shows hosted by Mike Douglas, Steve Allen and Johnny Carson.<\/p>\n Even Ed Sullivan hosted a nationally televised high-stakes race with slot cars which featured the top racing drivers of the day, including Stirling Moss, Graham Hill, Jackie Stewart, and Dan Gurney. It was a very amusing race. As with most novice slot car racers, the cars \u00a0spent as much time off the track as on and the flights the little cars \u00a0went on when barreling too fast through a corner were very impressive.<\/p>\n <\/a><\/p>\n Prior to the “Golden Years”, the foundation of our hobby was already in place. Car Model magazine did a survey of slot racing in 1964. Their results showed that there were some 15 manufacturers that reportedly did 100 million in sales in 1963. At that time, hobby shops rated trains as their number one seller. After that time, they reported that trains were second behind slot car sales. 1966 through 1968 were the “golden” years. There were reportedly some 20,000 commercial tracks in operation involving almost every town in America. Tracks such as AMF’s American and\u00a0Stan Engleman’s Hi-Speed and Altech were in great abundance. As mentioned at the beginning of this article, Slot Car Racing was EVERYWHERE, even on prime time TV!<\/p>\n It may seem like a small thing, but one of the real changes that affected racing was the invention of the Dynamic guide. This is the father of every guide in use today. Until this guide, there was no standard. Braid was cut from strips and screw mounted to the guide. With the new Dynamic guide, braid came with clips that plugged into the front of the guide. The guide itself was secured to the drop-arm by collets or nuts. The modern flag is just a modification of this original idea.<\/p>\n During the 1960\u2019s Lotus were making a big impact through appearances in TV programmes such as the Avengers [ see A&R articles] , through racing , the engagement of American drivers and of course the success and disproportionate publicity attracted to Lotus-Ford winning Indianapolis with Jim Clark.<\/p>\n The 1960\u2019s America also witnessed the greater involvement in GP racing with the likes of Dan Gurney with Eagle and of course the large capacity American manufactured V8 engines used in Can-Am where both American and European marques competed against each other.<\/p>\n Scalextric were quick to respond to these opportunities and soon Indianapolis Lotus were issued along with Chaparral. In doing so they were able to extract commercial advantage in Britain through Lotus and Jim Clark but also in America.<\/p>\n\n
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\nReference credits to: Rocky Russo, the late Jose Rodriguez, Phillippe de Lespinay, Dieter Bollinger.
\nPhoto credits to: Heidi Gravius, Jeff Davies, Mark Gussin, and John Ford.<\/p>\n