... but it has made a film.

Caterham, the maker of simple-yet-effective sports has launched its first-ever brand film to coincide with the launch of its new website.

It's only 40-seconds, so like the cars it makes, Caterham's new film is small but mighty. It focuses on Caterham's adherence to Colin Chapman’s original ethos with its legendary Seven, which began life as a Lotus, and has always remained similar to the original.

One thing the company has always avoided is the influence of technology, something which the film highlights. The lack of gizmos in the car hasn't hampered its success in recent years. In fact, the Caterham Seven has enjoyed record orders in each of the last two years, and the order book for the latest iteration of the car is completely full until June next year.

The video shows an anonymous driver doing donuts in a Caterham Seven, helped by a lack of driving aids, before "cheekily" knocking over the camera and driving off into the distance.

"The car industry is going through a dramatic change and much of this is being driven by the speed and development of technology," said Graham Macdonald, Chief Executive Officer at Caterham. "Naturally, we are in no way against the drive towards safer cars and motoring, as well as the efforts of the industry to minimize accidents on the road."

"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," he added. "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."

Tom Wrigglesworth and Matt Robinson, Directors at Wriggles and Robins and creators of the brand film, added: "At a time when most cars on the road feel like they’re slowly becoming apps with wheels, we love that Caterham has always put the pure thrill of driving first."

Source: Caterham

Gallery: Caterham's first brand film

Hide press releaseShow press release

CATERHAM GIVES TECHNOLOGY THE MIDDLE FINGER IN CAR MAKER’S FIRST BRAND FILM

  • Caterham has launched a brand film for the first time in 45-year history
  • 45-second film goes live alongside brand new website
  • Film’s aim is to communicate evolution of the brand while reinforcing the fun and unique driving experience enjoyed in a Caterham
  • Theme of the film sees Caterham take a stance against the automotive industry’s charge towards autonomous technologies and intrusive driver assistance aids

Iconic British car maker, Caterham, has launched its first ever brand film to coincide with the unveiling of a new website.

The bold, 45-second film amplifies one of the key reasons that the UK’s love affair with the niche sportscar manufacturer is as strong as ever 45 years after Caterham’s inception.

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

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

Despite the underpinnings of the Caterham Seven barely changing in the last 60 years, the company enjoyed record orders in each of the last two years. The order book for a new Seven is booked solidly until June next year.

The brand film celebrates the Seven’s spartan approach to technology, with an anonymous driver burning rubber –  tricky in most mainstream cars due to the presence of invasive driver aids – in the range-topping Seven 620R, before cheekily knocking over the camera and blasting off into the distance.

As well as being hosted on the new website, the content will also be used across Caterham’s social media channels and YouTube.

Graham Macdonald, Chief Executive Officer at Caterham 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.

“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.”

Tom Wrigglesworth and Matt Robinson, Directors at Wriggles and Robins and creators of the brand film, added: “At a time when most cars on the road feel like they’re slowly becoming apps with wheels, we love that Caterham has always put the pure thrill of driving first.”