There was a time when the motoring press were invited to lavish launches of new Formula One cars and showered with swag and free food. Then the economy took a turn and some teams went on a "look at me, I'm saving money". bender.
This year, only Mclaren did the traditional big launch, inviting the paddock-passerati to Woking to show off their mothership, their 2012 fighter and their bitching catering business.
Ferrari was planning on feeding tortellini to all but a freak snowstorm forced them to cancel and just release pictures and information online. Nobody noticed the difference, except those expecting a prancing horse tote bag.
Now, granted, a trip to Enstone in January, may or may not be an exciting proposition, but Lotus just dropped all pretense and produced a pretty cool, internet ready package, eliminating the traditional press outright.
The clip starts out with the YouTube's own Formula One Guitar sensation and then moves with a 5thGear presenter and with tweet friendly pit lane reporter Will Buxton, through a 20 minute infomercial. Too long? probably but you get all you care to know about the new E20.
E20 because it's definitively not a Renault, it's a Lotus now after being Renault, Benetton and Toleman, ah tradition!.
The E20 is not looking as radical as last year's car, with a "low step" nose and push rod front suspension.
Lotus will be on track this week at Jerez along with all other teams except for
(tx Timur for the clip!).