Dubai invests in Lotus
Two months after opening its capital, Lotus has just signed a two-year contract with Emaar, the commercial and residential investment company of Dubai.
The leaders of Lotus have clearly set their sights on the Middle East in their search for funds since the investment fund, which acquired 35% of the capital in June, is partly linked to Abu Dhabi, the capital of the United Arab Emirates.
Today, it is therefore its rival from Dubai that is making its entry into F1, through its real estate arm. Emaar became famous for constructing the Burj Khalifa, the tallest tower in the world, and the Dubai Mall, one of the largest shopping centers.
Eric Boullier, the team director, is taking the opportunity to reaffirm that his team now competes in the league of major teams: “We are delighted to start this new relationship with Emaar Properties, especially since the Emirates have been a favorable place for us with Kimi Räikkönen’s victory at the 2012 Abu Dhabi Grand Prix. This success has definitively established Lotus F1 Team as one of the leading teams in Formula 1, and we have extended our great performances this season. Through this new partnership with the developer of such iconic projects as the Burj Khalifa and the Dubai Mall, we hope for particular support when we race again in the Emirates this year. We also look forward to seeing how this partnership will enhance the value of the Lotus F1 Team brand.”
This message is therefore intended for traditional media but is also a strong statement internally. Indeed, the main challenge for the team at the end of the season is to convince Kimi Räikkönen to stay at Enstone. In its traditional style, as explained by Stéphane Samson, its marketing director, the team has indeed saluted in its own way on Twitter the appointment of Daniel Ricciardo at Red Bull: it posted a photo with the logos of Red Bull, Lotus, and Ferrari, on which the Red Bull logo is crossed out with a red cross and the comment “#OneDown”.
With the announcement of his biannual partnership with a powerful investment fund, Gérard Lopez therefore wishes to demonstrate that he has the necessary funds to meet the expectations of his number 1 driver.
With the participation of www.Racingbusiness.fr
