LG helping Lotus push forward

Halfway through Lotus Racing’s first Formula One™ season and the team keeps making significant progress in its efforts to close the gap to the established midfield teams. Now, approaching the 2010 Formula One™ Santander British Grand Prix at Silverstone, Lotus Racing is comfortably the fastest of the new teams on the 2010 grid.

A number of factors are contributing to the team’s quick development, including the burgeoning relationship with LG, the global leader and technology innovator in consumer electronics who became a Technical Partner of the team early in the season.

LG, the Korean electronics giant which is now in its second year as an active supporter of F1™, is now very visible both on and off track with Lotus Racing. At the team’s UK factory, as well as the garages at each race, and the motorhome taken to every European race, LG screens play an integral role in the communication of data and moving image content to team members and guests, providing state of the art images that both inform and entertain throughout all aspects of the team’s development.

Andrew Barrett, VP Global Sponsorship for LG Electronics commented on the successful start to the relationship with Lotus Racing, saying: “Just a few races into our partnership with Lotus Racing and we were already enjoying the benefits of a team association. With Lotus Racing’s help, we have significantly enhanced our Formula 1™ online programs, our at-track guest experiences, and our away from track promotions and events. If the speed and impact of these programs are any indication, we can expect even greater benefits to flow LG’s way in the months to come.”

Lotus Racing’s Head of IT, Bill Peters, is also delighted with the contribution LG have already made to the team’s growth: “As soon as LG came on board we started working together to identify the areas that would give us immediate benefits, and quickly had screens integrated into the garages, motorhome and factory. We obviously need to focus our budget wherever we can on making our car as fast as possible, and our partnership with LG immediately solved a logistical challenge, and integrated class-leading technology into the very heart of the team, both at our permanent base, and away at races – frankly it couldn’t have started any better!”