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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...

Lotus Exige Sport 410 Quick Spin Review | An unobtainable gem previews an American future

HETHEL, England — You can get the measure of a car brand by the environment in which its products are built. The narrow, bumpy, hedge-lined lanes of eastern England explain a lot about the way a Lotus goes. The character of a company's chief speaks to the brand's intentions as well. Jean-Marc Gales has been portrayed unflatteringly as a Eurocrat bean counter, but his approach has been to strip weight and cost out of the product to the benefit of performance on both track and bottom line, defining brand attributes that Chinese money can hopefully bring to a wider audience. He drives fast, thinks quickly and acts without hesitation. You sense he likes people who do the same, and the speed with which Autoblog posted the story announcing the new Exige Sport 410 is something he commented upon in flattering terms. Despite the fact that it'll never appear on American dealer lots, Gales made us very welcome at the factory to drive it. A quick update on where the Exige is at since it was last seen on American shores in 2011. Though it's still based around what's fundamentally the same extruded and bonded aluminum tub as every other Elise and Exige of the past 20 years, it's gained pounds, cylinders and performance to the point where it shows circuit pace that'll have 911 GT3 owners watching their mirrors. Since going from a 1.8-liter four-cylinder to the Evora-derived 3.5-liter supercharged V6, the Exige has evolved into a proper hot-rod, some way removed from its dainty roots and punching harder with each iteration. And there have been a few. Currently you can buy a Sport 350 or Cup 430 with the uprated, intercooled Evora engine and 430 horsepower, this new Sport 410 related to the latter and benefiting from many of its upgrades but tuned to be more road compliant. And a little cheaper. Unlike the Cup, you can also have it as a roadster, which, in an extreme example of the famed "add lightness" policy, basically equates to removing the roof panel. It's now arguably too much for the local roads, punching hard in angry bursts of acceleration between corners rather than dancing through them. With no power assistance to the steering and fat, grippy Michelin Pilot Sport Cup 2s, an Exige is a surprisingly physical car to drive, bearing in mind it weighs less than 2,500 pounds. A test track built on runways that once hosted U.S. Air Force B-24 Liberators is a better place to appreciate the Exige's talents.

2022 Lotus Emira revealed with two engine options, Evija-inspired looks

The final internal-combustion-powered Lotus has been revealed: the 2022 Lotus Emira. The styling looks like a blend of the outgoing Evora and the all-new Evija electric car. It also features two choices of engine, one of which comes from AMG. The Emira's nose has the closest resemblance to the electric car, particularly in the headlights and the vent openings on either side of the hood. But the whole car has a softer, more rounded shape like the EV rather than the old Evora. It has very large intakes on each side, and a slim, wrap-around taillight at the back. The body fits over a typical Lotus bonded-aluminum chassis, and the company says the lightest version of the car will weigh around 3,100 pounds. Two kinds of suspension are available, the standard Tour setup and an optional and stiffer Sports version. Also noteworthy is the inclusion of hydraulic power steering, rather than electric. Powering that chassis is your choice of engines. It will launch initially with the same supercharged 3.5-liter V6 from the Evora. Next summer, it will be offered with a turbocharged 2.0-liter four-cylinder from AMG. Lotus says three transmissions will be available: manual, automatic and dual-clutch transmissions. It didn't say which pairings of engine and transmission would be available, but we expect the V6 to get the manual and automatic options, while the four-cylinder gets the dual-clutch transmission (just as it does when in Mercedes A-Class-related cars). The company also says power will range from 360 to 400 horsepower. This will get the car from 0 to 62 mph in under 4.5 seconds. The interior is fairly minimalist, but definitely more advanced than recent Lotus offerings. Most surfaces are covered in fabric, leather or Alcantara. It has two screens for instruments and infotainment. The former has a 12.3-inch screen, and the latter has a 10.25-inch touchscreen. Features include Apple CarPlay and Android Auto. There's only seating for two, and cargo space is split between a 5.3-cubic-foot trunk and a 7.3-cubic-foot area behind the seats. The Emira was revealed this week at the Goodwood Festival of Speed. Pricing for the U.S. has not been announced, but it will cost under 72,000 Euros in Europe. That comes to around $85,000 in the United States. We should know more about specifications and pricing closer to when it goes on sale sometime this year.