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Coca-Cola returning to F1 with Lotus sponsorship [w/videos]

Even before Red Bull Racing became a record-breaking three-time Constructor's Champion in Formula One, it has dominated conversations both as a team and as an energy drink. After seven years of "Red Bull this" and "Red Bull that," Coca-Cola is reportedly ready to jump into the F1 fray with its Sweden-based energy drink Burn.
Rumors had placed Coca-Cola's entry with McLaren F1, but it's actually Lotus that has secured the deal. We have no idea what the sponsorship will look like, but the website for Burn says that "We [intend] to foster that creativity by incorporating art and music in a way that will break the conventions of traditional F1 sponsorship," Lotus F1 team principal Eric Boullier adding "We are excited to partner with burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media..."
Since most - including this writer - have no idea what Burn is, we've included a couple of Burn commercial spots to help get us up to speed, which you'll find below. The 2012 season hasn't even ended, and we're already looking forward to 2013...

Race Recap: 2014 Spanish Grand Prix is boom and bust [spoilers]

The Spanish Grand Prix's 2.892-mile Circuit de Catalunya is considered a preview for the rest of the season, since it's a combination of long front straight and twisting middle sectors mimic sections from every other Formula One track to follow. After the long break following the flyaway races to open the season, teams and fans have also been looking forward to this race to see if anyone had a realistic hope of catching Mercedes AMG Petronas; Infiniti Red Bull Racing honcho Christian Horner boiled his team's outlook for the season down to the line, "We've got to [beat them in Spain] if we're going to make a championship of it."
If we take that as our starting point then the weekend began as a bust. Lewis Hamilton only just beat Mercedes teammate Nico Rosberg for pole, the Brit's final effort getting him 0.178 seconds clear of the German. Daniel Ricciardo, proving Red Bull is at least the best of the rest, took third but did so more than a second behind Hamilton. Valtteri Bottas of Williams lined up fourth, almost 1.5 second behind and Romain Grosjean delivered overdue good news for Lotus by taking fifth on the grid, more than 1.7 seconds behind pole. Kimi Räikkönen in sixth outqualified his Ferrari teammate Fernando Alonso in seventh, but he couldn't be happy about it because the Ferraris were nearly two seconds behind, and Jenson Button in eighth in the McLaren was more than two second behind. Felipe Massa put the second Williams in ninth, and Sebastian Vettel overcame a terrible start to the weekend to make it into Q3, then didn't set a time when his gearbox failed, then got dropped five places to 15th on the grid when the gearbox had to be changed.
When the lights went out, then came the boom...

Lotus Emira First Edition starts at $85,900

Last October, Lotus priced the Emira V6 First Edition at $93,900 before destination and taxes. That coupe comes with a Toyota-sourced 3.5-liter supercharged six-cylinder making 400 horsepower and 310 pound-feet of torque when fitted with a six-speed manual gearbox, or 317 lb-ft when fitted with a six-speed automatic. Now, the automaker's finally put numbers to the Emira First Edition with the AMG-sourced four-cylinder; it makes 360 hp and 310 lb-ft and costs $85,900 before incidentals. The MSRP is $8,000 less than the forerunner, but $3,000 more than the standard series Emira V6. Copying the template of the Emira V6 First Edition, the four-pot throws in a bunch of extra gear at no cost. The Lower Black Pack, Drivers Pack, Design Pack, and Convenience Pack are included. Twenty-inch diamond-cut two-tone wheels are standard, but silver or gloss black finishes are no-cost options, as are brake calipers in either black, red, silver, or yellow. All the mod-cons in the Emira V6 are here in the Emira, from the 12.3-inch digital gauge cluster and 10.25-inch infotainment screen to the climate control, navigation, and 340-watt KEF audio. Six exterior colors include Dark Verdant, Hethel Yellow, Magma Red, Nimbus Grey, Seneca Blue, and Shadow Grey. The interior offers seven hues, four in various leather shades and three in Alcantara with contrasting stitching. The meat of the matter is that inline-four bought from Germany. Lotus said the AMG M139 motor's been tuned at Hethel for the Emira, its hardware and software tweaked for placement in the middle of the vehicle and to provide a proper Lotus experience. The exhaust is also a Lotus design. It's mated to an eight-speed dual-clutch transmission that's also seen English revision for work in a rear-wheel-drive sports car.  The only way to tell the Emira apart from the Emira V6 would be to get close enough examine the engine cover or read the badge on the C-Pillar. Perhaps handling or exhaust tuning will put them farther apart, but the initial performance specs don't. The Emira is 0.1 second slower to 60 miles per hour than the Emira V6, and maxes out 4 mph short of the Emira V6's 180-mph top speed. That's not a lot of daylight for an $8,000 price difference. The configurator is up now, so shoppers can make up their own minds.