Call it psychological scarring from junior high if you will, but you say Metamorphosis and I think of Franz Kafka and man-sized cockroaches. That's probably not what Lotus was going after when it hired French artist Gerard Rancinan to film its new lineup unveiled at the 2010 Paris auto show, but there's definitely a similiarity in creepiness.
Like poor Gregor Samsa, the man that awakes to find he's turned into a giant cockroach in Kafka's story, Lotus is finding it difficult to communicate now that it has begun its transition from the Chapman-inspired, light-makes-right Lotus of the past into the luxury-focused, feature-packed and decidedly heavier creations under its new leadership.
"Lotus is currently going through a complete metamorphosis and at times it can be a real challenge to communicate the transition of a brand, especially one as iconic as Lotus," said Lotus CEO Dany Bahar. "The passion people have for our brand can be both a blessing and a curse, everyone has a strong opinion – for this reason, we are always looking for creative ways to reach out to the world."
It's certainly creative. Watch the behind-the-scenes video for yourself, and let us know your take on the new Lotus. And, please, take a moment of silence for the passing of poor Gregor...err, we mean the old Lotus.