Even marketing isn’t as one-dimensional a domain as some would like to believe – as proven by two very different promotional videos marketing two supposedly very similar products, albeit more than two decades apart.
Don’t be simply any person – be the person. By driving the car. The 8.
This largely sums up the essence of what the promo video for BMW’s all-new (for 2019) Achter is telling the viewer. Don’t drive anywhere – only LA and some salt river will do. Don’t live somewhere – a minimalist industrial chic loft will just about do. But only if your car can access it too. Then, and only then, are you smart, cool, cosmopolitan enough to understand that The 8 is just what you need in your life.
Your faithful reporter ate lots of nibbles and drank plenty of cappuccino so you don’t have to.
One could get seriously drunk at the Geneva Motor Show.
Whereas coffee enthusiasts would constantly remain on the hunt for a decent cup during the duration of the show out of sheer necessity, alcohol enthusiasts had it much easier. For champagne – and not just any champagne, but the most definitely above-average Perrier-Jouët – were free-flowing to the extent of ubiquity. And not just during the show, but under peripheral circumstances as well. Continue reading “Geneva 2019 Reflections – A Culinary Perspective”
Hidden in the shadow of the Sports Utility Vehicle’s claims for world domination, another, hitherto almost extinct category of automobile has gained some new-found relevance.
Forty years ago, the car body shape of now, and presumably the future too, was the fastback. Aerodynamically efficient and avant-garde in its appearance, the fastback acted as the stylistic embodiment of the progressive values of the 1970s. It wasn’t some stuffy estate car (those were only really for craftsmen and catholic families anyway), yet almost as practical. It wasn’t a bourgeois saloon either, finally doing away with that silly remnant of the carriage age – the separate boot, without being, well, a craftsman’s car.
Somewhat lost amid Cadillac’s varied (and ongoing) revival efforts, this superb concept car proved that there’s still mileage in some traditional concepts and values.
There’s no better symbol for the American car industry’s post-oil crisis’ struggles to change and evolve than Cadillac.
For the past four decades at least, the former Standard Of The World has found it difficult to come to terms with changing demographics, markets and tastes. For too long, an increasingly outdated concept of luxury was upheld, before numerous attempts at bringing Cadillac up to date have largely failed for one reason or another. Only the ongoing success of the gargantuan Escalade SUV has prevented the marque from falling into utter oblivion. Continue reading “Denied: Cadillac Elmiraj (2013)”
To try and understand what exactly went wrong with the proud Alfa Romeo brand over the past 15 years, there is no better example than this ItalDesign concept car.
Admittedly, there is a production car by the name of Alfa Romeo Brera, of which 21,661 units were built between 2005 and 2010 at Pininfarina’s Grugliasco factory. It even shares some visual traits with the 2002 concept car of the same name. But little of its character.
For the Brera, as originally envisaged by Giorgetto Giugiaro, was a genuine halo car. Which isn’t as far-fetched a proposal as it may appear at first, for Alfa had commissioned quite a few of these over the decades: From the outdated-yet-pretty 33 Stradale, over the charming-but-ill-conceived Montreal to the bold-for-boldness’-sake SZ. Continue reading “Denied: Alfa Romeo Brera (2002)”
Spending the Christmas season with the Ford Fiesta Vignale.
At the risk of repeating myself, I feel compelled to explain the set of circumstances that resulted in myself and my partner crossing Germany (twice) in the finest of small Fords towards the end of the year 2018.
Having sold my better half’s car early in the autumn (and with my own steed in storage), we found ourselves at the mercy of our friendly neighbourhood’s rent-a-car station on more than one occasion. For the holiday season – which entailed a 900-kilometre-trip from Hamburg to the Swiss border and back – we were destined to Continue reading “Fiesta de Navidad”
The fate of Audi’s landmark TT sports car model had been put into question recently. Now the car maker from Ingolstadt responds to the hearsay – with a vengeance!
‘Mediocrity reacts – superiority acts’ is the introductory statement of the press release Audi have published to announce their TT-branded concept car, to be unveiled at the Geneva Motor Show next month.
The Ingolstadt brand’s TT model, whose first iteration stunned the automotive world back in 1998 with its bold Bauhaus-inspired looks, has become something of a marginal note in recent years, with many commentators suggesting time was up for a model line that has lost impact with each successive generation and is, above all else, part of an automotive niche that’s falling into oblivion anyway: the sports car. Continue reading “Geneva Motor Show 2019 Preview: Audi TT-TT”
Amid the blatant insecurity current betrayed by German car design, BMW dares to make a bold statement with the facelifted 7 series.
For quite some time, the German ‘premium’ car makers – and BMW in particular – have attracted criticism for brand dilution, creative brain drain and the overall loss of aesthetic values. One of the overriding points being made was a lack of bold, assured decision making – a lack of ‘vision’, if one chooses to describe it as such.
With the recent unveiling of the significantly overhauled BMW 7 series luxury saloon, the Bavarian brand now dramatically changes course, attacking the naysayers head-on. For what this Siebener unquestionably constitutes is a very bold statement indeed. Continue reading “Fur-Q”
In the 21st century, common knowledge dictates that a car brand has to please everyone in order to succeed. Thankfully however, Mazda appear to disagree with this assessment.
Mazda’s most recent concept cars don’t photograph well.
What may sound like a negligible statement has, in fact, significant subtext. For in this day and age, photos are everything. In terms of marketing, appearances have never been of greater importance. In the age of the internet, social media et al, the word has lost most of its value to the image. So when food is judged by its looks rather than taste, car makers could be forgiven for making their cars, and concept cars in particular, not so much eye as phone camera candy. Continue reading “Kodo Arrigato”
A group of high-profile designers have left BMW’s design studios over the past few years. Time to assess whose loss turned into whose gain.
This photo, taken in about 2006, depicts BMW Group design at the height of its creative powers. Unlike giants such as Ford, GM or VAG, BMW achieved the seemingly impossible in running each of the company’s core brands (BMW, Mini, Rolls-Royce) as a creatively self-sufficient unit. For that reason, a Mini didn’t come across like a de-contented BMW, nor did anybody mistake a Rolls-Royce for a tarted-up 7 series. Every BMW brand’s design possessed its own set of stylistic rules and values.
More than a decade later, none of the people depicted in the photo are in charge any more – apart of course from Adrian van Hooydonk, who’s been running BMW Group’s design fortunes for a decade this year.
The last two years of that reign have been somewhat overshadowed by an unprecedented creative drain though – unprecedented not just regarding BMW Group, but within the industry as a whole. With the Bavarians’ stylistic fortunes currently shrouded in controversy, it would appear to be the right time to Continue reading “Life After Munich”
More than five decades after the incident, Borgward’s dramatic bankruptcy is retold in dramatic fashion.
Carl F W Borgward is driving his wife in a Hansa 2400 saloon along a deserted stretch of b-road when he hears that the end for the company bearing his name has come over the radio. He immediately stops the car, gets outside and gasps for air, staring into nothingness.
This is the not particularly subtle introduction into Die Affäre Borgward (The Borgward Affair), a tv movie about the downfall of Germany’s then fourth largest car maker, which was first broadcasted in January 2019. The somewhat fragmented narrative is divided into story strands about Carl Borgward himself, Borgward’s Insolvenzverwalter, Dr Johannes Semler, the goings-on inside Bremen’s senate and, because no German tv movie can Continue reading “(Film) Review: The Borgward Affair”
When it came to translation a car design sketch into a tangible object, craftsmanship and even cultural background used to be of the utmost importance.
As described earlier on, the technique and style any car designer chooses to depict his ideas is highly informative.
Back in the golden era of the Italian carrozzieri, however, this did not matter as much, as most of the legendary Italian car designers didn’t much care for impressive illustrations. Viewing the sketches of the likes of Leonardo Fioravanti, Marcello Gandini or Aldo Brovarone from today’s perspective, their artistic qualities appear rather naïve, to put it mildly. Continue reading “Adding Dimensions (II)”
The car designer’s sketch, and how it is turned into a three-dimensional object, are no mere technicalities.
How a designer illustrates his work matters. For any sketch betrays not only one’s technical skills, but one’s sense of proportion, style and, indeed, taste. To compare and contrast illustrations by some of the great car designers of the past with their descendants is therefore rather instructive.
Not just due to changing techniques and technology, the way in which designers depict their designs has dramatically changed over the past six decades. Whereas those stylists who had to rely purely on their hands, eyes and a few templates to create an impression of what they had in mind used to Continue reading “Adding Dimensions (I)”
In late 2018, it’s time for a bit of reluctant praise to the automotive realm’s popular overachiever, the Porsche 911.
Intellectuals detest Tom Cruise. The combination of decades-long success in mainstream blockbuster movies, ridiculously good looks, as well as penchants for sofa jumping and sinister cults has seen to that.
Be that as it may, there is also a different side to Mr Cruise Mapother. The side that gave one Stanley Kubrick two years of Mr Cruise’s life at arguably the peak of the latter’s career. The side that gave cineastes Frank T J Mackey. The side that causes a 50-year old to Continue reading “Der Spießer”
The BMW 8 series’ creators try and make sense of the new Ultimate Bavarian.
I have an almost personal connection to the new BMW Achter. Having seen the preliminary concept car at last year’s Frankfurt Motor Show, I initially considered it a half-hearted Aston Martin pastiche. Then the production version was unveiled, which has no hope of ever being considered an Aston Martin pastiche. Instead, it heralds a new era of BMW style, hilariously named Precision and Poetry.
The previous generation of Mercedes’ E-class was supposed to mark a return to the marque’s traditional values. Instead, it turned a great many of them into damaged goods.
Willkommen zu Hause. Die E-Klasse. Upon its market introduction in 2009, the newest Mercedes-Benz E-class was ‘welcomed home’. Attentive observers may ask when and why the E-class had left in the first place – an answer to which would require a return to the decade most people of Stuttgart Sindelfingen and Untertürkheim would like to forget : The 1990s.
The E-class for the ’90s, unveiled in the middle of that decade, was of course the W210 generation, which has since gained notoriety for issues of rust, profit-optimised engineering and styling that has aged as gracefully as the materials the Benz was made of. Continue reading “The Car That Killed Sobriety”
Due to certain circumstances, this author was granted the chance to successively experience two up-to-date (rental) cars up close. The resultant findings led to conclusions not just regarding the (de)merits of each vehicle, but the modern automobile in general.
Just a few days after having returned the rental VW Tiguan, it was time to head back to the counter for yet another go at the Rental Car Lottery. After my partner and I had turned out to be less than smitten with VW’s core SUV offering, I had – again – made an attempt at guessing what fate the car rental’s key cabinet would have in store for us this time around. My (figurative) money had been on the VW T-Roc. Continue reading “A Tale Of Two Cars: Mazda 3 2.2D 150”
Due to certain circumstances, this author was granted the chance to successively experience two up-to-date (rental) cars up close. The resultant findings led to conclusions not just regarding the (de)merits of each vehicle, but the modern automobile in general.
Some years ago, a German poultry giant tried to add a whiff of luxury to cold cuts. Today, BMW is attempting something eerily similar.
The German word for turkey is Pute (poo-tuh).
This needs to be kept in mind when envisaging a tv commercial playing to the tunes of Ram Jam’s Black Betty, advertising turkey cold cuts by the name of Black Puty. If this sounds utterly absurd, it is not due to cultural misunderstandings – for Black Puty is an utterly daft monicker, regardless of whether one’s mother tongue is German or English.
The company behind Black Puty is Wiesenhof, a German meat industry giant. And a company that, in 2010, when Black Puty was introduced, had even more of an image problem than it does eight years later. First of all, turkey meat never Continue reading “Black Puty”
VW’s staple supermini proves that too much of a good thing is still too much.
The Volkswagen Polo may never have matched its bigger brother, the quintessential Golf, in terms of significance or profit margins. And yet it was the previous generation of this car, the Polo V, that proved how serious VW’s then new management under (now) notorious CEO, Martin Winterkorn, was about redefining the brand.
There is more to BMW’s new 8 series GT than meets the eye.
These past few weeks have seen the unveiling of more than one automotive eyesore, courtesy of the German ‘premium’ brands. And the one among these that truly stood out was the BMW 8 series.
This is mainly due to what this BMW is not. It is not an oversized ‘utility’ behemoth, nor another ‘crossover’ of some sort. It also isn’t some supposedly all-new category of car (like its ‘first ever’ X2 sibling, to name but one). Instead, it is among the most traditional of automobiles there is, a gran turismo. Which means it is the kind of car that ought to Continue reading “8½”
Porsche’s SUV trailblazer not such much established a new automotive sector combining seemingly opposing characteristics, but fully established the power of brand cachet.
The Cayenne didn’t save Porsche – the Boxster and 996 models so despised by Neunelfer anoraks did. And yet, the Cayenne is viewed mostly as a necessary evil, the high-margin, high-sales perfume that subsidises the artful haute couture.
Due to the Cayenne’s merits usually being considered relative (‘it drives great… for an SUV’; ‘it doesn’t look that bad’), the car isn’t viewed through the same prism as other automobiles that are not as inherently compromised.
Clandestinely, a minor piece of both automotive and architecture history has been destroyed. And not in Italy either.
Austrian-American car importer, Max Hoffman, is best known for his crucial role in establishing European (mostly West German) car makers in the US market after the Second World War. What is less well known is the fact that Hoffman, was a bonafide connoisseur of architecture.
As such, Hoffman was particularly fond of the seminal work of Frank Lloyd Wright. For this reason, Hoffman commissioned the architect to Continue reading “Wright or Wrong”
Defining luxury in an age of conspicuous consumption isn’t easy. Judging by two concepts encapsulating futuristic decadence, this task will not become any less challenging in the years to come.
The fight for luxury supremacy of the future officially started in March 2018, at the Geneva International Motor Show. There, Aston Martin chief designer – pardon: Vice President & Chief Creative Officer – Marek Reichman openly criticised the traditional purveyors of automotive luxury, namely Crewe’s Bentley and Goodwood’s Rolls-Royce, of pandering to an obsolete definition of top-end motoring.
Every car design enthusiast and their dog lament the downfall of the Torinese carrozzieri. Yet a recent example illustrates that it’s not simply the industry that’s at fault.
With Bertone gone (despite a company of that name still in existence) and ItalDesign churning out the crassest, most tasteless, un-Giugiaro-like concoctions, it’s now up to Pininfarina to wave the flag of Italian automotive design excellence.
The outcome of the best and brightest Daimler-Benz managers showing the Americans how to take the product side of the business was this. Seriously ?
Was it ignorance? Negligence? Arrogance?
The motive(s) may be up for debate, but there’s no arguing about the utter lack of lustre this 2007 vintage Dodge Avenger embodies. Or that this utterly cynical product was the result of management decisions betraying one or all the traits mentioned above.
As always, there’s more than just cars to the Geneva International Motor Show.
Geneva: Hotbed of glamorous wealth, elegant refuge of the well-off elite amidst the mountains and Lac Léman. London Mayfair with a Franco-Swiss twist and more of a Continental sense of style.
In truth, the impression the average visitor, let alone motoring correspondent on a budget, gets of Genève is a decidedly different one. First of all, Geneva is far more French in feel. The streets and public transport are far dirtier, the average encounters with locals far less courteous than in German-speaking Switzerland. In large parts, Geneva also feels rather stuck in the 1980s, if it wasn’t for the plethora of oh-so-2018 Bentley Bentaygas and Mercedes-Maybach in the streets. Continue reading “Geneva 2018 Reflections – Minor Distractions”
Two of the more storied automotive marques happen to have owned representative headquarter buildings at some point. The respective fates of these edifices has proven somewhat poignant.
High-rise buildings inevitable lend themselves to illustrate human hubris. As the building of a monument to oneself is among the least humble of acts imaginable, skyscrapers typically invite less-than-kind comparisons: From the bible’s Tower of Babel to JG Ballard’s High-Rise, architecture aiming for the skies regularly acts as a metaphor for an aloof state of mind.
The automotive industry, whose core business of selling a commodity finds itself in constant battle with that product’s simultaneous role of a social entity, is even more prone than others to Continue reading “A Tale of Two Towers”
The recent crop of new models coming from Munich inevitably leads to a simple question: What on Earth has been going on at BMW in recent years?
Ever since the Neue Klasse reinvented and saved the brand, BMW could only ever, leaving matters such as personal taste aside, be described as assertive.
Assertively conservative insofar as an adherence to driven rear wheels, straight six engines and the evolution of the themes established by the Neue Klasse were concerned. Assertively daring when it comes to Continue reading “Crossed Over”
In an exclusive preview ahead of its unveiling at the 2021 Geneva show, Driven To Write can reveal the significantly refreshed Mercedes A-class.
The current Mercedes A-class, internally dubbed W177, receives an extensive mid-life facelift, to be officially presented at the 91th Geneva International Motor Show. Ahead of the world premiere, Driven To Write can provide exclusive insight into the most significant overhaul the A-class model has ever received.
“It’s time to be bold. It’s time for creases”
Daimler AG’s Chief Creative Officer, Gorden Wagener proclaims that the refreshed A-class is more than the regular nip-&-tuck-job. “The A-class is one of our icons. It is the most premium car in its class, and this new design shows that more than ever.”
Alfa Romeo’s choice of ‘brand ambassador’ is inspired – and telling, maybe in more ways than intended.
Unlike so many ‘brand testimonials’, Giovanni Giorgio (or Hansjörg, as his mother referred to him) Moroder isn’t the kind of person who caught the public eye for all the wrong reasons. He never had his own reality TV show or featured in a programme of this kind as a guest. He didn’t enjoy a very public, tabloid-filling affair of the romantic or some other variety.
Apart from contributing more than a few inventions of enormous importance and automobiles of superior significance, Fiat have also established themselves as true masters of the counterproductive facelift.
Italy unquestionably is a country of immense creative energy. More to the point, it is one of the hotbeds of automotive design and style, not to mention: taste.
And yet few marques have so comprehensively struggled to give its products a stylistic boost halfway through their respective productions runs as Fiat has. So much so, in fact, that describing any facelift effort as ‘Fiat bad’ acts as a fixed term denominating a particularly ill-advised attempt at refreshing a car’s design.
It it takes a lot to get one of the most revered models in automotive history to the brink of extinction. Yet this generation of Mercedes SL’s got what it takes.
Despite having possessed neither eponymous quality in ages, the Mercedes Sportlich-Leicht has been a car for the ages, and, on certain occasions, even age-defining.
The original 300SL was one of the first motor cars ever to be described as a ‘classic’ and remains exactly that. Its Pagoda (W113) progenitor still ranks among the most elegant vehicles of all time and established the concept of the European open top boulevardier. The indefatigable R107 SL acted as proof of life of the sophisticated European convertible from 1971 to 1989 and became a fashion statement almost a decade after its launch. Continue reading “AUTOpsy: Mercedes-Benz SL (R231)”
The most visual social media network, Instagram, provides car designers with the perfect platform to present their work. Or themselves.
In a sense, Harley Earl was too early (no pun intended). If he’d waited three quarters of a century before pursuing his career as chief designer and PR innovator, he wouldn’t have needed lavish GM roadshows and the likes to showcase the fruit of his and his underlings’ labour. He could just Continue reading “Paths Of Glory”
An oddball concept car by an almost forgotten French coachbuilder retrospectively turns out to be an almost eerily prescient source of inspiration.
Daimler AG Chief Creative Officer and creator of hot & cool Sensual Purity®, Gorden Wagener, once stated that he doesn’t worship any other car designer, preferring to Continue reading “Sensuelle Pureté”
Chris Bangle has returned to car design, but isn’t back.
The most influential car designer of the past two decades has returned to the automotive realm. His message is more radical than ever – but his audience is an altogether different one than in the past. We needn’t listen to what he has to say, for we are not his audience anymore. Continue reading “In China They Eat Dogs”
Compiling a list of The 100 Prettiest Cars Of All Time sounds like a fairly straightforward task. Until you ask Chris Bangle to cast a vote…
AutoBild Klassik, one of the leading German publications in the field, is currently celebrating its 100th issue with a list naming the 100 most beautiful cars of all time. The jury tasked with naming the entries includes quite a few illustrious names, such as that of Peter Schreyer, Leonardo Fioravanti, Paolo Tumminelli, Simon Kidston, Gorden Wagener, Henrik Fisker and Laurens van den Acker, among others. One name that isn’t included though is that of the most significant car designer of the past twenty years, Christopher Edward Bangle. Continue reading “Thou Shalt Not Poke Fun”
Bentley’s Bentayga SUV turned out to be an instant smash sales success. Yet the car that was intended to preview it was not only met with fright – it also cost its chief designer his job.
Dirk van Braeckel’s career at Volkswagen had been one of sustained corporate ladder climbing. Having joined VAG’s Audi branch in 1984, he rose through the ranks at Ingolstadt, before being chosen to help re-launch the much-maligned Škoda brand. He did as he was asked with some aplomb, leading to a generation of Škodas that were not just competently styled, but, more importantly, conveyed a sense of thorough quality.
With hindsight, this first generation of VAG-engineered Octavia, Fabia and Superb models must be considered as conservative, competent, long-lasting pieces of design which stood the test of time without anyone really noticing. Continue reading “Dirk’s Demise vs Luc’s Lamento”
Volkswagen’s new flagship seems to be intent on making up for the lack of outright prestige with pretence and derivativeness – a cause that isn’t aided by its clunky moniker.
Tiguan, Up(!), T-Roc – VW’s recent crop of all-new model names certainly invites unkind comparisons. Renault can get away with a Twingo, nobody minded Opel’s Tigra, but Volkswagen appears to be better served by less
Volkswagen’s T-Roc compact recreational SUV is not some belated attempt at jumping on the bandwagon. It’s worse than that.
Despite decades of commentators claiming the opposite, being a designer at VW never was an easy job. One needs to be within spitting distance to current fashion, but still keep the technocratic aloofness that’s characterised the brand’s best products intact. Which is no mean feat under any circumstances. Continue reading “Getting Down With Da Kidz, Heide Style”
The newest generation of one of VW’s non-Golf evergreens stands for the greater malaise of the German car industry – and acute deficits chez Wolfsburg
To the untrained eye, this newest generation of Polo looks pretty much the same as its predecessor. Alas, this couldn’t be further from the truth.
Whereas the Polo V was a small stylistic gem, boasting subtle craftsmanship of the highest order, from its expert surfacing to the delicacy of its detailing, this new car’s styling achieves the feat of managing to Continue reading “Missing The Ball At Polo”
The classiest, most charming Mercedes-Benz S-class derivative in ages does not wear a three-pointed star. How poignant.
This is not a Mercedes-Benz S-class convertible sporting some new DetoxAmbience® specification, but the Carlsson Diospyros. Hiding behind that clumsy moniker – and the presumption that car customising inevitably leads to Mansory-like levels of gaucheness – is the most assured and tasteful version of the current S-class released so far. Continue reading “IAA: Lone Star”
Despite this particular group of people hardly being renowned connoisseurs of the finer things in life, manufacturers try their utmost to make the Frankfurt Motor Show a palatable experience for the press. Do they succeed?
The IAA press days are all about hustle and bustle. Most attendees have appointments to make or deadlines to meet, which – coupled with the distances that need to be covered at Messe Frankfurt, not to mention the above average levels of dehydration, (courtesy of the halls’ air conditioning) one is afflicted with – can render grabbing a bite to eat a difficult necessity. Continue reading “IAA 2017: A Culinary Perspective”