Launching a new brand in a country takes a lot of careful planning, and timing is crucial. If said brand is a sports car maker, there’s a perfect solution: do it on the weekend of the local Formula 1 Grand Prix.
So far this year, McLaren Automotive has done it three times at the GP’s in Germany, Italy and Singapore. Now Team Lotus is following its example, as it will launch Caterham Cars in the Indian market at this weekend’s inaugural Indian F1 Grand Prix.
Dabur Group, a major consumer healthcare and food products company that is owned by brothers Gaurav and Mohit Burman, backs the Indian operation of Caterham.
The Burman brothers will chair Caterham Cars India that will be run by British sportscar racer Matt Cummings. “I am looking forward to introducing the exhilarating driving experience of a Seven, both on the road and on the circuit, to the Indian enthusiast”, said Cummings.
He adds that introducing the brand to the local market is only part of the company’s plan: “One of the most exciting phases of our operation will be a fully Indian-assembled Seven, making Caterham the only road, race and track car assembled in India.”
Caterham is looking forward to establishing the brand in India as it gears up for the new products that are being developed by the newly formed Caterham Technology and Innovation (CTI) division.
CTI has already promised a new line of cars that will benefit from Team Lotus’ Formula 1 expertise, while at the same time remaining faithful to the Seven’s minimalist and lightweight philosophy.
Along with the Seven, Caterham Cars India will also display the SP/300R prototype that packs 300HP while weighing less than 600 kg (1,322 lbs). Finally, in 2012 Caterham will launch its CDX driving experience and racing series in India.
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