Caterham says no thanks to autonomous future

Riley Riley

Bare bones British sports car maker Caterham has launched its first ever brand film.

The bold, 45-second film has been made to promote it new website and shows why the UK’s love affair with the niche sports car maker is as strong as ever after 45 years.

Caterham has always adhered to the original idea behind Colin Chapman’s legendary Seven, that the fun and thrill of the driving experience should be at the heart of the Seven’s evolution and development.

As the industry speeds towards a fully autonomous future with manufacturers adding more and more driver aids, Caterham is taking an anti-technology stance with its brand film.

It celebrates the Seven’s spartan approach to technology, with an anonymous driver burning rubber –  tricky in most mainstream cars these days due to the presence of invasive driver aids.

Caterham Brand Film 2

Caterham’s Graham Macdonald said: the car industry is going through a dramatic change and much of this is being driven by the speed and development of technology.

“Naturally, we are in no way against the drive towards safer cars and motoring, as well as the efforts of the industry to minimise accidents on the road,” he said.

“But manufacturers seem intent on stuffing as much new tech into their cars as they can, steadily depleting the amount of input the driver needs to have.

“To us, that’s almost sacrilege because the less input the driver has, the less they can enjoy the pure thrill of driving.

“That’s what has made our cars as popular today as they have been for 45 years and, while others might follow the tech trend, we’re taking a stand on behalf of the real drivers out there,” he said.

You can watch the film here

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