Theme : Cute – Name That Mitsubishi

To celebrate Cute Month at DTW, we are offering Mitsubishi, FREE OF CHARGE, the attached name restructuring for their UK vehicle range.  

Mitsubishi copy

Our consultants have come up with names that celebrate the ever maximising lifestyles of  the 21st Century motorist whilst silently vocalising the informal outlook filtered through the standpoint of pertinent social media. Prices have been raised accordingly to reflect the added desirability these cute but cutting-edge names will surely engender.

 

Geneva 2014 – The View from the Sofa

2014_Geneva_Motor_Show_4Look, anyone and their dog can get on a plane and physically attend the Geneva Motor Show, but frankly that’s a little passé now. No, by far the more arduous, some might even say, daring approach is to stay at home, in pyjamas, eating toast and allowing someone else do all the legwork. Well that’s my justification anyway and no, you can’t have any more jam until you behave yourself.  Continue reading “Geneva 2014 – The View from the Sofa”

XJ-S: Reconvening the Committee (Part 3)

The XJ-S marked a entirely fresh direction for Jaguar style. We examine its birthpangs.

XJ27 takes shape in Jaguar's Styling studio - image via ARonline/Jaguar Cars
XJ27 takes shape in Jaguar’s Styling studio circa 1970. Image: ARonline

Early in 1969, work on XJ27 began in earnest. Due to BLMC’s straitened finances, funding was limited to utilising a modified version of the existing XJ saloon substructure and hardware component set. Structurally and mechanically then, there would be few surprises. Stylistically however, Sayer had something far more radical in mind.  Continue reading “XJ-S: Reconvening the Committee (Part 3)”

Decoding Audi’s TT Press Release…

…so you don’t have to.

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A wise man once said that you can prove anything with facts. He was right – you can. However, float above the narrow prism of the factual and reality becomes a more nebulous concept. For it is within this white space the automotive press-release copywriter dwells. A land of fairies and elves, where steaming troughs of hyperbole appear as tureens of nourishing broth.

Illustrating that despite the nature of the current motoring landscape, car manufacturers appear to Continue reading “Decoding Audi’s TT Press Release…”

Coupé de Grâce

The upper-middle class coupé is almost extinct. We trace its demise.

Volvo 780ES. Image: petrolblog
Bertone’s Volvo 780ES. Image: petrolblog

Large upper-middle class coupés only made commercial sense if they could be produced to appeal to both domestic and US audiences. Mercedes-Benz, BMW and the Japanese manufacturers alone seemed to understand this, ensuring they could export their offerings to the sector’s natural habitat. Success in automotive terms had traditionally been predicated on success in America and for that, a luxury coupé was highly desirable.  Continue reading “Coupé de Grâce”

Ripping Yarns

How is FCA’s bejumpered boss managing?

sergio-marchionneI don’t think I’m necessarily alone in finding Sergio Marchionne’s penchant for jumpers a little unsettling. Yes I concede it is lazy of me to expect an Italian captain of industry to cleave to national sartorial stereotype; why shouldn’t he buck the norm, even if the result is somewhat unedifying.

Fine tailoring might be what we expect, but in Marchionne’s case the knitwear appears a little too studied, just a tiny bit artful. The cosy jumpers appear to Continue reading “Ripping Yarns”

XJ-S: Reconvening the Committee (Part 2)

Two figures defined XJ-S’ aesthetics: we examine their methods.

jaguar xjs back end
Driven to Write is unable to locate the source of this image

Sir William Lyons not only founded Jaguar Cars but personally supervised all matters of styling. His approach involved working (alongside skilled technicians) from full-sized wooden and metal styling ‘bucks’ which once reviewed in natural light he would have modified until he arrived at a conclusion he was satisfied with. Continue reading “XJ-S: Reconvening the Committee (Part 2)”

Theme: Headlamps – The View Ahead

We’re not still sticking lights on the front of our cars, are we? Time for some fresh thinking perhaps.

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Image: RDX-Racedesign

Modern life isn’t necessarily rubbish, but on balance, it is somewhat disappointing. Not just the gnawing pointlessness of so much of it, but the nagging sense that the brave new world we were promised back in the 70s has decisively failed to materialise. Because laying aside for a moment the jet-scooters, orgasmatrons and robotised dogs we were all expecting to enjoy, there remain aspects of the motor car which really should have met the rendezvous with the eternal.

Take headlamps for example. After more than a hundred years of almost constant automotive development, surely we could have Continue reading “Theme: Headlamps – The View Ahead”

What Lies Beneath?

What is the future for Car Manufacturing?

Car BadgesThere have always been cases of re-skins creating ‘different’ vehicles; and indeed VW Group have become masters at doing this in-house. But between independent brands this has usually been discreet and car companies have remained proud of their ability to manufacture the oily bits, as in the example of the Vauxhall salesman who once vehemently denied to me that the diesel in an Omega was manufactured by BMW. You might have thought he’d Continue reading “What Lies Beneath?”

The Vision Thing

Reassessing Chris Bangle’s Bayerische Motoren Werke Legacy.

Chris Bangle. Image credit: Innovation Management

Only a handful of individuals shape what we drive and by consequence, what populates our streets and driveways. Our current notions of automotive style were formed during the 1950s in the styling studios of Detroit and within the Italian carrozzieri, who fired imaginations and rendered dreams in hand-beaten alloy. For decades these designers and artisans were largely faceless men but during the 1980’s, the car designer emerged from obscurity and into the consciousness of the auto-literate.

But within another decade the reign of the Italian styling houses had reached its apogee and with carmakers moving to Continue reading “The Vision Thing”

XJ-S: Reconvening the Committee

Part one:  Arguably the most misunderstood Jaguar of all time, Driven to Write seeks once and for all to put the ‘committee design’ assertion to rest as we assess the stylistic genesis of the 1975 XJ-S.

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Image: The Telegraph

In September 1975 the newly nationalised British Leyland conglomerate celebrated the Jaguar XJ-S’ launch at Longbridge, the traditional home of its volume car division. A worse time to launch a 150-mph grand turismo is difficult to imagine, to say nothing of the chosen setting. The venue was a calculated statement of power, British Leyland ensuring Jaguar’s beleaguered management and workforce knew exactly who was in charge. Continue reading “XJ-S: Reconvening the Committee”

A Niche Too Far?

Sometimes it pays to be brave, sometimes it doesn’t. Better luck next time, Renault.

Initiale-ParísBy the final decade of the 20th century, motor manufacturers, having established that engineering integrity would only take them so far in the quest for market leadership, began to realise that the answer to their prayers lay within the spreadsheets and focus groups of the product planning departments. In a mature market, largely populated by feckless new money garnered from illusory internet start-ups and awash with cheap credit, the differentiator between the automotive carnivores and their prey would be defined by one word: Segmentation. Entire departments sprang up in such demographically significant hotspots as Miami, London and Southern California, all tasked with seeking that elusive niche that would give the parent company a jump on their rivals.

Continue reading “A Niche Too Far?”

Sir Basil Milford-Vestibule – A Life Unstitched

KnittingPatternSimon A Kearne’s long awaited biography of Sir Basil Milford-Vestibule is well overdue. Keenly awaited by enthusiasts of engineering and knitting alike, this comprehensive overview of an almost-legendary engineering genius and his lifetime’s work as chief engineer of The Empire Motor Company.

Kearne, (who requires little introduction), was granted unprecedented access to the Milford-Vestibule archive and through painstaking research, has crafted a biography as maddeningly eccentric as the subject himself; a book, one can’t help feeling, Sir Basil would have berated publicly but secretly adored.  Continue reading “Sir Basil Milford-Vestibule – A Life Unstitched”