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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.


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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