Torque PR to help dormant British motor racing icon Lister "rise from the ashes"

Torque PR has won a global brief to restore awareness of Lister, a British sports car brand once famed for its success in motor racing in the 1950s.

Lister-Jaguar 'Knobbly': A racing icon of the 1950s
Lister-Jaguar 'Knobbly': A racing icon of the 1950s

Its appointment follows Lister Cars being relaunched after elements of the business were bought and brought together by car warranty company Warranty Wise earlier this year.

Lister Cars is planning to revive the Lister-Jaguar 'Knobbly' model that regularly beat rivals like Maserati during the decade following the Second World War. A new roadworthy version will go on sale next year and in the longer term Lister intends to develop a modern, "Ferrari-level" supercar.

Torque PR co-founder Peter Haynes said initial work would focus on historic racing circuits across the globe, with social media of particular importance.  

"While it sounds niche, it is a big, global industry, and the Lister brand will resonate with people," Haynes said.

"It evokes the glory days of British motor sport, as well as British engineering and ingenuity, and a golden era when it was possible for a small company to get onto the international racing scene.

"It’s about establishing the brand awareness again and once it rises from the ashes showing that a new product will be brought to the market."

Key markets include North America, Australia, Germany, France and Italy.

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