In Peter Horbury’s first official month in his new role as head of design at Lotus – and as its new Warwickshire design studio is renamed the Lotus Tech Creative Centre (LTCC) – he candidly explained to Car Design News his hopes and dreams for the plucky British sports brand, now with major Chinese backing
Peter Horbury’s official new Lotus title is a tad long-winded – senior vice president, executive advisor, design. Effectively, his job is to oversee the work of Lotus veteran Russell Carr, who continues to head up design for Lotus Cars at its HQ in Hethel, Norfolk and Ben Payne, who looks after the newly-named LTCC, responsible for the brand’s non-sportscar ‘lifestyle’ products.
“I’m the connection to the next level up in China,” Horbury explained to Car Design News. “Russell and Ben run their respective studios beautifully, but they look to me to make sure the other part works. Between China and the leafy lanes of Norfolk there is a big contrast. We’re going into completely different market areas and niches and I’m piggy in the middle. I bring the Chinese needs to Hethel and take the rest of the world to China.”
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