Time for a Lotus Evora S Freddie Edition

Written by Kurt | Wednesday, 07 September 2011 12:03
freddie_mercury_lotus_evora_sA nice press release from Lotus arrived in our inbox for yet another Evora S Special Edition. This time for the Lotus Evora Freddie Mercury Edition, with all proceeds going to charity. And indeed, as you might have noticed from the photos, it looks ghastly. A yellow and black interior with kitschy 'Queen' logos and on the outside racing stripes thatrepresent the stripes on Freddie Mercury's concert rousers. Worse still, is the press release; it's full of Queen puns. Now, even though Lotus still hasn't introduced a new Esprit nor any other model from the new line-up that was introduced last year with much aplomb has materialed, all seems jolly nice at Lotus and apparently they have time spare for a bit of banter. So read on with us, we've put the puns in bold for your pleasure.*


"Another Lotus Bites The Dust...

Lotus announces its latest charitable donation for the hammer to fall on: a bespoke Evora S for the Mercury Phoenix Trust.

CALLING ALL GIRLS and boys - September 5th will see the Savoy Hotel play host to a very special celebration, the 65th birthday of THE HERO, the late, great Freddie Mercury.

DEAR FRIENDS of Freddie will unite in GOOD COMPANY at Freddie's FLASH birthday bash which is set to be 'a unique night of comedy and rock and roll' as the climax to this year's Freddie For A Day. The highlight of the night will be an auction to raise funds for the Mercury Phoenix Trust, the HIV AIDS charity set-up in his honour by band mates Brian May, Roger Taylor and Queen manager Jim Beach after the singer's death in 1991.

Forget a BICYCLE RACE, on this special occasion FAT BOTTOMED CARS (forgive us Freddie) is what it's all about as the bespoke Lotus Evora S headlines the auction alongside fantastic donations from Brian May and Roger Taylor, Top Gear, Raymond Weil, the Nelson Mandela Foundation and the West End stage hit 'WE WILL ROCK YOU'.

The pearl white MADE IN HEAVEN Evora S with Freddie Mercury inspired theme represents A KIND OF MAGIC combination from the Lotus Design team: the power and prowess of the critically acclaimed Lotus with the dramatic styling befitting of a British rock legend. Featuring deep red and gold highlights this Evora S is well deserving of Freddie's autograph which is also included in the scheme.

The exterior BODY LANGUAGE features a white, red and gold colour scheme inspired by the iconic costume Freddie wore for the 1986 "Magic tour" and features beautiful silver on white iconography. The front fender references the Montreux Freddie memorial statue with the line "Lover of life. Singer of songs" taken from the statue's inscription.


Inside, the one-off yellow interior, also inspired by Freddie's 1986 stage costume, includes a union flag on the back of the seats and the incorporation of a crown hints at Freddie's playful royal role-play. And it goes without saying that the sound system or more specifically the RADIO, will send the lucky owner GA GA.

Brian May had these words to say of Lotus' participation: "Our friends at Lotus have donated a stunning Evora S for our auction which I know will be a massive fund-raiser for the Mercury Phoenix Trust. We cannot thank them enough for their generous support on what is a very special occasion for everyone who knew and loved Freddie."

Group Lotus Director of Corporate Operations Gino Rosato said: "We were only too happy to contribute to this fantastic cause. We have created something very special to raise money for Mercury Phoenix Trust and we hope the car goes to a collector who really enjoys it."

Although the auctioneer's final hammer will not fall until late into the night of September 5th, eager buyers don't have to leave it in the lap of the gods, they can get their offers in well beforehand at: www.freddieforaday.com/auction"

There you go, it's full of puns, I do wonder though, does this do the brand any good? Yes, the cars are about fun, but then should the press releases be as well? It really doesn't do the brand justice, nor the feat this car was built for in the first place; a good cause that aims to help those suffering from AIDS. What I wonder even more is which overtly creative media executive at either Lotus or their media agency spent all his time trying to hammer this together (at the same time reminding his colleagues; "Don't stop me now")? I guess the guys at Lotus need some extra work, like proper new cars!

*We took the liberty to insert a pun of our own here, but then for the 'For your pleasure' song from popular 70s art rockers 'Roxy Music', if Lotus can do this kind of shit in a press release then we can certainly do the same on blog can't we?