Sponsor, Brands, Specialists and Suppliers: The Companies that supported the Chapman \/Lotus Road & Racing Programme<\/strong><\/p>\n <\/strong><\/p>\n Miller Brewing Company: One for the Road &Track<\/em><\/strong><\/p>\n Introduction <\/strong><\/p>\n Lotus cars sold<\/p>\n They were bought for their:-<\/p>\n All the above were integrated within a total framework design.<\/p>\n 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.<\/p>\n 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.<\/p>\n In this series we examine:-<\/p>\n Understanding Lotus\u2019s 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.<\/p>\n 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.<\/p>\n The use of components is a fundamental skill of the Industrial Designer and the direct provision of added value.<\/p>\n The exact interpretation of sponsorship in conjunction with Lotus is difficult to establish objectively. The appearance of a sponsor\u2019s 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.<\/p>\n This series also embraces the specialist suppliers to Lotus. We are particularly interested in those suppliers and products that have a connectivity with aviation.<\/p>\n 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.<\/p>\n 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.<\/p>\n The principle continues particularly with regard to education based exhibitions [see below for details]<\/p>\n Each of these articles is devoted to a company\/ organization that is believed to have sponsored or supplied specialist items to Lotus.<\/p>\n The intention of each article is to: –<\/p>\n Subscribers might to see complementary and structured pieces to this article: –<\/p>\n Miller Brewing Co. Company Profile \/Abbreviated summary <\/strong><\/p>\n \u201cMiller (USA)<\/p>\n Miller Brewing Company was founded in Milwaukee in 1855 and is the world’s third largest brewer having shipped more than 44 million barrels of beer in 1993. Miller employs approximately 8000 people at seven breweries and several other facilities. Miller products are now available in 70 countries worldwide. Miller is a wholly owned subsidiary of Philip Morris Companies Inc. Miller has sponsored winning teams in all major American racing disciplines over the past 15 years, including Indianapolis 500 and Daytona 500 champions.\u201d<\/p>\n In the Chapman\/Lotus era the Company was identified with:-<\/p>\n \u201cMiller Coors brands have enjoyed iconic status in Indy car racing dating to the 1970s when Miller Brewing Company began a team sponsorship role that lasted nearly three decades. Drivers the calibre of Al Unser, Danny Sullivan and Bobby Rahal all raced with sponsorship from Miller brands, including Sullivan\u2019s improbable \u201cspin and win\u201d performance in the 1985 Indianapolis 500 Mile Race that remains today as one of the favourites in Indy 500 lore.<\/p>\n Sullivan (1988) and Rahal (1992) each drove to an Indy car season championship carrying the colours of Miller brands. Miller was also a long time race title sponsor of the annual Indy car race at The Milwaukee Mile.\u201d<\/p>\n Lotus Connections <\/strong><\/p>\n Miller sponsored the Lotus 109 in 1994.<\/p>\n <\/p>\n Figure 1<\/p>\n Period Address for economic geography exercise<\/strong><\/p>\n American based, see website details below etc.<\/p>\n Learning Opportunities<\/strong><\/p>\n Our learning \/educational opportunities are intended to be challenging thought provoking and requiring additional research and\/or analysis.<\/p>\n 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.<\/p>\n 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:-<\/p>\n Specific to Miller Brewing Company<\/p>\n General<\/p>\n Exhibitions, Education, Economics and Entertainment<\/strong><\/p>\n In the museum context the editors believe that commercial considerations are both necessary and complementary with its educational objectives.<\/p>\n For these reasons our suggested outline Business Plan includes provision for promoting products and services which share Chapman\u2019s ideals of mechanical efficiency and sustainability. In addition we propose merchandising that explain and interprets the social and cultural context of Chapman\u2019s designs in period. It\u2019s suggested there will be catalogue for on line purchasing.<\/p>\n In this instance we suggest the following exhibition titles might be appropriate:-<\/p>\n Specific:-<\/p>\n General:-<\/p>\n Conclusion: \u201cThe whole is greater\u2026\u2026\u2026\u201d<\/strong><\/p>\n Lotus to the 1990\u2019s and early 21st<\/sup>. Century <\/strong><\/p>\n The editors follow Taylor\u2019s example and primarily trace Lotus development into the 1990\u2019s.<\/p>\n We do so for the following reasons:<\/p>\n Japanese contribution <\/strong><\/p>\n Miller Brewing Company sponsored Lotus in the last stages of their linkages back to Chapman.<\/p>\n Taylor records their 37 seasons in the background context of the type 109 .In the 1990\u2019s Lotus were not fully competitive and were suffering finance difficulties in the F1 programme.<\/p>\n It\u2019s important to explore Honda\u2018s involvement in motorsport to the present day.<\/p>\n We suspect that the possibility many Japanese industries sponsored Lotus because of the Honda engine.They possibly did this from loyalty but also significant commercial advantage.National interests have played an important role in the history of motor sport and this ought be studied for its multi-faceted interactions.<\/p>\n Although our economic geography exercise tends to concentrate on the UK, it\u2019s important to recognise changing manufacturing patterns and locations, the causes and effects.<\/p>\n There can be little doubt about the contribution made by Miller.They have tended to support American National racing and this is possibly related to commercial considerations of their products and their consumption in North America.<\/p>\n Miller Brewing Company has supported Penske and this is worth of study.<\/p>\n Components were material to reliability and competitiveness.<\/p>\n Chapman\u2019s design and manufacturing methodology rather confirms the adage that \u201cthe whole can be greater than the sum of the parts\u201d.<\/p>\n It\u2019s 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.]<\/p>\n It is equally and mutually relevant and beneficial to the component manufacturer.<\/p>\n 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.<\/p>\n It\u2019s also extremely significant how many of these components were also used in Lotus competition cars. This created a powerful dynamic and interrelationship. Many components:-<\/p>\n 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.<\/p>\n Along the way it\u2019s possible too to study the wider British motor component industry and how it has helped foster the specialist car manufacturers.<\/p>\n Sponsorship is a worldwide phenomenon of immense commercial impotence. Both to host and sponsor organization.<\/p>\n With the Passage of time it\u2019s likely to become more sophisticated and focused and the internet \/multimedia technology will play greater role.<\/p>\n 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.<\/p>\n 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:-<\/p>\n Appendix 1: Context and operation of sponsorship from the net:-<\/strong><\/p>\n Gain an awareness of controversies regarding sponsorship.<\/p>\n Appendix 2: Beer<\/strong><\/p>\n Beer is probably the most popular alcoholic beverage in the world and Americans consume an estimated 6.3 billion gallons of beer annually. To keep up with demand, there are numerous breweries around the country, with many dating back to the mid-19th century. While most of the breweries on this list are owned by the largest brewing companies in the world, a few have remained owned by their founding families. All of these breweries are still operational and many of them produce beverages for other brands in addition to their own.<\/p>\n Appendix 3: Millers and Penske<\/strong><\/p>\n About Penske Racing Reference:<\/strong><\/p>\n Marks of Excellence.P.Mollerup.Phaidon Press.1997.<\/em><\/p>\n ISBN: 0714838381<\/em><\/p>\n Graces Guides<\/em><\/p>\n Internet websites and local History<\/em><\/p>\n Aircraft of the Fighting Powers.Cooper&Thetford.Vol.1.Aircraft [Technical] Publications.1940.<\/p>\n An extensive bibliography is provided in A&R article on John Players Specials\/Gold Leaf<\/p>\n Industrial Design A-Z.C&P Fiell.Taschen.<\/p>\n ISBN: 3822863106<\/p>\n Lotus Book.Taylor.Coterie.1998.<\/p>\n ISBN: 1902351002<\/p>\n Art of the Formula 1 Race Car. Mann, Codling.Motorbooks.2010<\/p>\n ISBN:<\/p>\n Lotus 24, 25, 28, 29, 33.Unique.<\/p>\n Lotus 49, 49B, 49C, 49F.Unique.<\/p>\n ISBN: 1842555185<\/p>\n International Corporate Identity.Olins.Laurence King.1995<\/p>\n ISBN: 1856690377<\/p>\n International Motor Racing 1978.Ed by B.Gill.Macdonald and Jane\u2019s.1978<\/p>\n ISBN: 035409033X<\/p>\n The International Motor Show. Offical Catalogue.1966<\/p>\n Motor Racing Directory 1955-56 [Ed by staff of \u201cMotor Racing\u201d] Pearl Cooper.<\/p>\n Motor Racing Directory.Kettlewell.<\/p>\n ISBN: 0906556007<\/p>\n Autosport A-Z Motorsport Directory. [Annual editions] Haymarket<\/p>\n The Automobile.Reyat.Chand.2013.<\/p>\n ISBN: 8121902142<\/p>\n Fundamentals of Motor Vehicle Technology.Hillier & Pittuck.Hutchinson.1967.<\/p>\n Lotus 49.Wagstaff.Haynes.2014.<\/p>\n ISBN: 9780858334121<\/p>\n Lotus 72.Wagstaff.Haynes.2012.<\/p>\n ISBN.978857331274<\/p>\n Colin Chapman.Lawrence Breedon.2002.<\/p>\n ISBN.1859832784<\/p>\n Colin Chapman.Ludvigsen.Haynes.2010.<\/p>\n ISBN.9781844254132<\/p>\n Coventry Climax Racing Engine\u2019s.Hammill.Veloce.2004.<\/p>\n ISBN.1903706831<\/p>\n Lotus, Coventry Climax and Cosworth Engine\u2019s.Pitt.Unique.<\/p>\n","protected":false},"excerpt":{"rendered":" Sponsor, Brands, Specialists and Suppliers: The Companies that supported the Chapman \/Lotus Road & Racing Programme Miller Brewing Company: One for the Road &Track Introduction Lotus cars sold They were bought for their:- Performance \u2013road or track Driving pleasure Reputation and image Aesthetics Symbolism Owner identification \/personality extension etc. All the above were integrated within […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":3570,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_mi_skip_tracking":false,"footnotes":""},"_links":{"self":[{"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/3693"}],"collection":[{"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3693"}],"version-history":[{"count":1,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/3693\/revisions"}],"predecessor-version":[{"id":3696,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/3693\/revisions\/3696"}],"up":[{"embeddable":true,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/3570"}],"wp:attachment":[{"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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\n Miller Brewing Co<\/td>\n Gives Lotus a head start<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Head and shoulders above the brewers<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Miller and Mobil: the essential fluids<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Light ale and the Lotus lite<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Lotus Special Brew<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n No small beer<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n A pint and a chaser<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n a Stella Solution<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Lifts Lotus spirits<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Spirits and Elan a vital force<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Spirited and Racy<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Spirit level – Lotus on the straight and narrow<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Cocktails and Cockpits<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n The Millers Tale<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n One for the Road &Track<\/td>\n<\/tr>\n \n Miller Brewing Co<\/td>\n Getting high spirited and Loctite<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n \n
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\nPenske Racing is one of the most successful teams in the history of professional sports. Competing in a variety of disciplines, cars owned and prepared by Penske Racing have produced over 340 major race wins \u2013 including a record 15 Indianapolis 500 victories, more than 410 pole positions and 23 National Championships. For more information about Penske Racing, please visit www.penskeracing.com.<\/p>\n