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Marketing: Lotus parade sets new world record

Lipscomb Motor Group has begun a campaign to raise awareness of its new Lotus, Volvo and Fiat joint dealership in Aylesford, near Maidstone and won itself a spot in the Guinness Book of World Records.

With help from Lotus’s head office, it invited owners of the sports cars to parade around the Brands Hatch race circuit. In total 311 cars lined up, and smashed the record for the largest parade by cars of one marque, previously held by 249 Mazdas.

Lipscomb’s managing director Peter Barnes says more than 500 Lotuses actually attended, but only 311 could fit on the track. “Our first thought was simply to set a parade record. We had just opened the dealership, and thought it would be a good way to put Lotus on the map.”

The event also raised £1,186 for Kent Air Ambulance and was covered by regional media, including radio station Invicta FM.

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