“Simplify and add lightness.” Lotus founder Colin Chapman’s iconic quote has long been deeply tied to the brand’s philosophy when it comes to building cars.
When it comes to this commercial for the Elise S, however, it’s clear that even its commercials are something it looks to simplify, as there are no smoky powerslides to be seen here.
The premise is fairly simple, as the latest Elise ready to roll out of the factory in Norfolk is going through a 10am quality control check. As it’s expected, things quickly start to become clear.
As the head of quality control inspects every aspect of the car, he inquires about a number of the features you may think a car ought to have. From illuminated vanity mirrors to power-assisted steering and adaptive cruise control, the Lotus team’s response is always a clear: “No”, it doesn’t have any of them.
Remember, though, that this isn’t just any car, and the verdict from quality control is clear. “Congratulations lads,” he replies, “it’s a proper Lotus.”
Take a look for yourself below:
