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All-new 2011 car from Caterham

2010-12-14 09:41

SEVEN SQUARED: A garage full of Caterham’s finest. The company is soon to expand its product offering with an all-new headline model.

The company that saved the Lotus 7 heritage will (at last!) expand its product range during 2011.

Since the death of founder Graham Nearn in 2009, Caterham has moved swiftly to develop an all-new model to diversify its product range, which is a trifle limited.

The new Caterham will debut at the Autosport International Show in Birmingham, England in January 2011 as a track-focused machine (no change in the company’s principles, then) and have an all-new motorsport engine.

NOT THE FIRST TIME

This will not be the first time Caterham has tried to diversify beyond its range of Sevens. In the early 1990's the company launched its ill-fated 21, of which only 48 were made.

After that epic failure Caterham refocused its attention on producing a wide range of light Sevens, including forced induction and motorcycle-engined versions. Things even got as radical as the V8-powered RS Levante released in 2008.

All bets are that Caterham will repeat the mistakes made with the 21.

From a marketer’s prospective, the Seven concept has been taken about as far as it can go (the RS Levante being its zenith), requiring Caterham to urgently launch a new model to keep enthusiasts trading up within the brand instead of going on to something entirely more civilised - such as a Lotus Exige…

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