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Lotus team principal Tony Fernandes believes the iconic company's return to Formula One after 16 years can help unlock an Asian fan base in the same manner as Bahrain ignited a passion for motor sport in the Middle East.
Fernandes, who owns Air Asia airline, unveiled the Malaysian-backed team's car that will start the 2010 championship in Bahrain next month.
He believes his new team will give an added global aspect to the sport and make untapped revenue streams in Asia flow.
"Formula One has been really inaccessible and seemed elitist," Fernandes said. "It's a fantastic time to come into Formula One because it's not a global sport yet. And, the revenue they are getting is primarily from Europe, North America hasn't worked yet and Asia is a huge potential market. Having Lotus with Malaysian backing will really help to spread the sport in Asia."
Lotus' $86 million annual budget will be funded by a partnership between the Malaysian government and a consortium of the country's businessmen. Fernandes, right, has revived the Lotus brand, which won 79 F1 races and seven constructors' titles between 1958 and 1994 before the team collapsed due to money problems.
"It will be great to take Lotus back to where it belongs," said Italian driver Jarno Trulli, who finished eighth last season with Toyota.
"We've got a very hard task ahead of us but that's what we are here for."
With Trulli and former McLaren driver Heikki Kovalainen in the line-up, Lotus is returning as one of four new teams on the grid this season, along with Virgin, Campos Meta and USF1.
Trulli and Kovalainen will be at today's test sessions which run until Saturday in Jerez, Spain, and at the Catalunya Circuit in Barcelona from February 25-28.
Lotus is just hoping both of its drivers finish the season-opening race at the BIC on March 12-14 after building a visually striking green and yellow car in only two months. "We had to compromise in the design, you can't make things as light as you want to because you just don't have time," said technical director Mike Gascoyne, who held the same role with Force India, Toyota, Renault and Jordan.
"One target we have set ourselves is to be the best of the new teams. At the end of the season, we need to be racing the second half of the established teams and maybe nicking some points to build for the year after."
Trulli agrees that patience will be a virtue. "The first step was just to get the car ready for its launch," he explained. "We have to be patient and have a low profile and prepare for 2011 in a much better way.
"Next season is a more realistic target for achievement. We have to make good progress this year. We have to establish ourselves in Formula One as a new team, be solid and strong and, hopefully, by mid-season we can work our way up to the middle of the grid. If we can pick up our first point it will be an emotional moment. It was 16 years ago that a Lotus was on the track and it is great to have it back where it belongs."
