Lotus calls in Bell Pottinger to help promote the revitalised brand

Lotus has secured major investment to underpin its growth strategy and unveiled five road cars last September at the Paris Motor Show.

Bell Pottinger chairman David Wilson, who will lead the account, said: 'We'll be reinforcing the new Lotus strategy, which is rooted in commercial reality with full funding, as it becomes a stronger force in affordable, mid-range and high-end premium sports cars.'

The UK manufacturer is planning to reintroduce its iconic Lotus Esprit alongside new models the Elite, a new five-litre V8 Lotus Eterne and a concept city car called Ethos.

It has also launched a motorsport programme featuring IndyCar, Le Mans and GP2, and is backing the Lotus Renault GP Formula 1 team.

Lotus CEO Dany Bahar said the agency 'will help us tell the new Lotus story - one that will reinstate this company to the pinnacle of sports car development'.