EMC strengthens its presence at Lotus
After a year of purely technical partnership, EMC has decided to have a greater presence with Lotus. Its logo will therefore be visible during three Grand Prix races this season.
Since the beginning of the season, Genii Capital, the owner of Lotus, decided to highlight its main partners, as was the case for Saxo Bank in Monaco.
During the Canadian Grand Prix, it was EMC that appeared on the sides of the Enstone cars. It seems that this operation was a success from a media and commercial standpoint since it has been decided to renew the experience for three additional Grand Prix races this year: starting this weekend at Silverstone, as well as in Singapore and Abu Dhabi.
Jonathan Martin, the CEO of the cloud computing specialist, justified this deepened partnership as follows: Over the past year, we have enjoyed working with Lotus at a time when change and innovation have never been more present. EMC wishes to strengthen this partnership with a number of exciting initiatives that should create great opportunities for the team, in the near and distant future. The presence of EMC on the sides of the single-seater shows our commitment to creating a world-class partnership with Lotus.
Genii thus positions itself to show that its partners wish to continue the adventure at a time when the team is suffering from a blatant lack of performance. As for EMC’s announcement of its desire to be present in the long term, it is relatively logical since the team’s entire IT infrastructure now depends on the technology developed by EMC. It is therefore highly unlikely that they will take the risk of changing suppliers in the near future.
From our special correspondent in Silverstone
