Team Lotus confirms its young driver program with AirAsia

Launched at the beginning of the 2010 season, the AirAsia Team Lotus Driver Development Program is set to expand as, instead of the two drivers from last season, seven young talents will benefit from it in 2011.

This announcement was made as Tony Fernandes’ team approaches its national event in Malaysia. In a communication offensive for which he is known, he organized a roadshow in the streets of Putrajaya where the wheel was handed to one of the most illustrious talents of his team, the American Alexander Rossi.

If Asian drivers have a prime spot in this program (Tanart Sathienthirakul is Thai, Weiron Tan is Malaysian, Senna Iriawan is Indonesian, Daim Hishamuddin comes from Singapore), the door remains open to Western drivers since, besides Alexander Rossi, we can find Matt Parry (British) and Max Klinkby-Silver (Danish).

The continuation of this program is also a demonstration of the extension of the agreement between the team and the low-cost airline AirAsia. The latter had joined the team during the Silverstone Grand Prix, whereas it was previously present on the rear wing of the Williams. But this change for a team having more difficulties on the track is simply explained by the name of its owner: Tony Fernandes!

In order to maintain appearances, it was Kathleen Tan, the commercial head of the company, who spoke for AirAsia: «Motorsports have proven to be a communication channel that works very well for brands that invest in them, and AirAsia has long known a strong association with Formula One. We are proud to continue our relationship that began a year ago with Team Lotus, a young Anglo-Malaysian team supported by a brand synonymous with motorsports.»

The brand thus wishes to raise its profile among a different clientele while promoting its new destinations: « Alongside our digital campaigns and social media presence, partnering with one of the most prestigious brands in motorsports offers us the opportunity to expand our customer base and allows us to raise awareness of the AirAsia brand to support our routes and our network of services in our new and existing markets.»

Investment in motorsports is not limited to Formula 1, as AirAsia now also has a team in GP2 under its own name. This is not the case in Formula 1, so that the television rights associated with its 10th place during the 2010 season are not canceled. These rights are thus at the heart of the battle with Group Lotus over the name Lotus, the verdict of which has not yet been delivered.

With the participation of RacingBusiness.fr