Sponsor, Brands, Specialists and Suppliers: The Companies that supported the Chapman \/Lotus Road & Racing Programme<\/strong><\/p>\n <\/strong><\/p>\n ELF Petrol and Renault Turbo with Lotus make Thunder and Lightening<\/strong><\/p>\n <\/strong><\/p>\n Figure 1 . Our favourite illustration by Peter Hutton<\/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 ELF Company Profile \/Abbreviated summary from the net etc. <\/strong><\/p>\n \u201cElf Aquitaine’s heritage is rooted among three French oil companies: R\u00e9gie Autonome des P\u00e9troles (RAP), Soci\u00e9t\u00e9 Nationale des P\u00e9troles d’Aquitaine (SNPA), and Bureau de Recherches de P\u00e9troles (BRP). These companies were formed to exploit the discovery of a gas field in Saint-Marcet in the Aquitaine<\/a> region of south-western France. In December 1965 RAP and BRP were merged to form Entreprise de Recherches et d’Activit\u00e9s P\u00e9troli\u00e8res (ERAP). ERAP had SNPA, Union G\u00e9n\u00e9rale des P\u00e9troles (UGP), and Union Industrielle des P\u00e9troles (UIP) as subsidiaries. The resulting company achieved vertical integration<\/a>, owning assets in all phases of the petrol business from exploration and production to the filling station<\/a>.<\/p>\n On April 28, 1967, the company’s disparate brands and products were unified under the Elf brand, Essence et Lubrifiants de France [<\/sup>citation needed<\/sup><\/em><\/a>]<\/sup>. Elf was the first company to pioneer a completely synthetic racing oil.<\/p>\n In 1973, the subsidiary SNPA set up a pharmaceuticals subsidiary called Sanofi<\/a> and acquired the pharmaceutical groups Labaz, Castaigne, and Robilliart, and also bought interests in a cosmetics company.[1]<\/sup><\/a>:296<\/sup><\/p>\n In 1976 Elf-ERAP merged with Antar P\u00e9troles de l’Atlantique<\/a> and became Soci\u00e9t\u00e9 Nationale Elf Aquitaine (SNEA), later Elf Aquitaine. Elf Aquitaine was listed on the NYSE<\/a> in 1991. In 1993 Elf was awarded the exclusive contract to the Iraqi oil fields by Iraqi leader Saddam Hussein<\/a>.[2]<\/sup><\/a> In 1996 the French government sold its stake, retaining a golden share<\/a>. In 2000 Elf Aquitaine merged with Total Fina to form TotalFinaElf, which changed its name to Total<\/a> in 2003.\u201d<\/p>\n In the Lotus era the Company was identified with the following.<\/p>\n Slater<\/p>\n \u201cElf chemists developed a special fuel that still met FIA\u2019s 102 octane requirements but provided the combustion characteristic of higher octane ratings \u2026Elf was proud of reaching almost three same levels of efficiency with fuel that was technically closer to regular petrol \u2026<\/p>\n For race fans, meanwhile, there was one further benefit from the aggressive combustion.The 1.5 litre turbo cars of the 1980\u2019s were three times louder than their muted contemporaries today \u201c<\/p>\n Lotus Connections <\/strong><\/p>\n Elf were sponsors of the type 97\/98T but their logo has been seen on the type 92, 94T, 99T<\/p>\n <\/p>\n Figure 2 .Editors sketch diagram drawing out an emphasis on sponsors logos worn on the type 98T<\/p>\n Elf and Engines from the net etc. <\/strong><\/p>\n EF15 [<\/strong>edit<\/strong><\/a>]<\/strong><\/p>\n Mid-1985[<\/strong>edit<\/strong><\/a>]<\/strong><\/p>\n \u201cWith greater fuel economy thanks to its new dimensions and a lower boost pressure, its horsepower nevertheless oscillated between 800\u00a0bhp (597\u00a0kW; 811\u00a0PS) and 1,000\u00a0bhp (746\u00a0kW; 1,014\u00a0PS), thanks to metallurgical developments in the turbochargers. It earned two race wins and five pole positions for Lotus, as well as ten podium finishes (four for the Lotus 97T, four for the Ligier JS25 and two for the Renault RE60).<\/p>\n “Type-B” early 1986[<\/strong>edit<\/strong><\/a>]<\/strong><\/p>\n This engine boasted two innovative features that would soon gain widespread acceptance \u2013 static ignition and pneumatic valve actuation \u2013 which allowed it to reach 12,500\u00a0rpm. Capable of generating 900\u00a0bhp (671\u00a0kW; 912\u00a0PS) in race trim, it would record two race wins and five pole positions with Lotus, as well as five podium finishes (three with Lotus and two with Ligier). It powered the Lotus 98T<\/a> and the Ligier JS27<\/a>.<\/p>\n “Type-C” mid 1986[<\/strong>edit<\/strong><\/a>]<\/strong><\/p>\n Equipped with a number of new features (cylinder heads<\/a>, cylinder block<\/a>, waste-gate, mapping, etc.) and developing more than 1,200\u00a0bhp (895\u00a0kW; 1,217\u00a0PS) at 12,500\u00a0\u201c<\/p>\n <\/p>\n Figure 4 .Editors sketch of Renault EF 15 engine<\/p>\n Period Address for economic geography exercise<\/strong><\/p>\n Renault Sport,<\/p>\n Usine Amedee Gordini,<\/p>\n 1, Avenue du President Kennedy,<\/p>\n 91170 Viry Chatillon,<\/p>\n France<\/p>\n And<\/p>\n Elf,<\/p>\n 4th<\/sup> Floor,<\/p>\n North Wing,<\/p>\n 8 Fulton Road,<\/p>\n Olympic Officer Centre,<\/p>\n Wembley,<\/p>\n Middlesex<\/p>\n HA 9 0ND<\/p>\n And<\/p>\n Elf Petrol GB Ltd,<\/p>\n 197 Knightsbridge,<\/p>\n SW7 1RZ<\/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 Elf<\/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 <\/p>\n Figure 3 . Editors sketch elevation of Lotus type 97T, sponsored by John Players Special, Elf and powered by Renault<\/p>\n Specific:-<\/p>\n General:-<\/p>\n Conclusion: \u201cThe whole is greater\u2026\u2026\u2026\u201d<\/strong><\/p>\n Slater<\/p>\n \u201cIn many respects the Lotus 97\/98T marked the turning point in F1 history.They were the last cars to carry the iconic black and gold John Players Special livery and they also represented the end of Renaults opening chapter in F1 with the revolutionary turbocharged engines that redefined the sight and sound of the sport.They remain the fastest Lotus cars ever built\u2026.<\/p>\n These cars also embraced the cutting edge of a fast changing world of technologies outside motor racing\u2026..<\/p>\n The Lotus 97\/98T pushed both the rulebook and technologies to their absolute limits, creating the most powerful F1 cars ever\u2026.<\/p>\n The Lotus 98T is synonymous with Ayrton Senna.\u201d<\/p>\n The Renault Turbo charged engines, Elf fuel and Senna helped Lotus build and regain status after the sad death of Colin Chapman.<\/p>\n Renault continues to the present day in F1.A fuller history of Elf is available on the net.<\/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 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 The 1000<\/p>\n BHP Grand Prix Cars.Bamsey.Haynes.1988.<\/p>\n ISBN.0854296174<\/p>\n The Turbo Years.Henry.Crowood.1990.<\/p>\n ISBN.1852233974<\/p>\n Lotus 98T.Slater.Haynes.2016.<\/p>\n ISBN.9780857337771<\/p>\n","protected":false},"excerpt":{"rendered":" Sponsor, Brands, Specialists and Suppliers: The Companies that supported the Chapman \/Lotus Road & Racing Programme ELF Petrol and Renault Turbo with Lotus make Thunder and Lightening Figure 1 . Our favourite illustration by Peter Hutton Introduction Lotus cars sold They were bought for their:- Performance \u2013road or track Driving pleasure Reputation and image Aesthetics […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":3723,"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\/3719"}],"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=3719"}],"version-history":[{"count":1,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/3719\/revisions"}],"predecessor-version":[{"id":3727,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/3719\/revisions\/3727"}],"up":[{"embeddable":true,"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/3723"}],"wp:attachment":[{"href":"http:\/\/www.colinchapmanmuseum.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3719"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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\n Elf<\/td>\n Petrol<\/td>\n Rocket fuel and Lotus launch vechicle<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Senna on pole position and taking advantage of a paint stripper<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Chemistry and transition metal<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n High octane and knock on effect<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Chemical element with Lotus<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Noble Gas<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n a cracking solution<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Solvent Solution<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Solvent and suspension<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Elf and Efficiency, the natural choice for Lotus<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Renault Turbo and Lotus Thunder and Lightening<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Solvent makes Lotus quicker round the benzenes<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Special Brew infuses Lotus and gets Light headed<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n Lotus gets a Chemistry set<\/td>\n<\/tr>\n \n Elf<\/td>\n Petrol<\/td>\n An Elf with Wings<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n \n
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