In a surprise move, sports car makers Lotus Cars have selected hip-hop super producer, artist and most recently sneaker designer Swizz Beatz as their new Vice President of creative design. The selection shocked many and has even received some backlash on Lotus' facebook page. Along with citing his currently successful Reebok campaign, as reinforcement for their decision Lotus issued a statement in which they revelead the three core reasons behind their decision to bring in the Bronx-bred music star, which are as follows:
1. Like Group Lotus , he means business: He’s a risk taker with considerable credentials including music producer, rapper, designer AND painter.
2. Like our cars, he’s multi award winning: This year he shared a Grammy Award with Jay-Z.
3. Like Group Lotus he keeps good company: This man regularly works with the likes of Bono, Kanye West, Beyoncé and Alicia Keys.
Although his official title is Vice President of Creative Design and Global Marketing, Lotus has weighed all of Swizz's other responsibilities and says that he will serve mainly as a brand ambassador.