This One Is Really About Car Advertising

….and not the Renault Espace. To launch the new Espace, the actor Kevin Spacey is being used in the advertising campaign. And so is the Guggenheim in Bilbao. And a lot of clichés.

2016 Renualt Espace with Kevin Spacey pasted in. I assume that´s the Guggenheim and not just a pastiche.
2016 Renault Espace with Kevin Spacey pasted in.
I assume that´s the Guggenheim and not just a pastiche. The shadow is wrong, isn´t it? If the lens flare was real, the shadow should be angled from his feet in the direction 7 or 8 o´clock.

A few things arise from this. I’ll start with the background. It is another one of those sterile and highly unrealistic images where every pixel of the original photography has seemingly been removed, polished and improved so that the final image is utterly divorced from reality. I don’t believe in this picture. I don’t believe an Espace went to Bilbao and I don’t believe Spacey, the car and building were ever in sight of each other. Continue reading “This One Is Really About Car Advertising”

Qoros Show A Drawing

The chief designer of Qoros, Martin Hildebrand, has revealed a drawing showing the style of the brand’s projected next car, the 2. Shades here of Hillman’s Benny Dohar, I feel.

2015 Qoros 2: big on wheels and short on details, small on themes. Image: Qoros
2015 Qoros 2: big on wheels and short on details, small on themes. Image: Qoros

The 2 will Qoros’ fourth model. The other three are the Qoros 3 hatchback, saloon and City (all essentially the same car tweaked). At present the firm is focusing on sales in China but has a small, experimental dealer network in Slovakia where 40 customers have been lured in. Continue reading “Qoros Show A Drawing”

Renault Invites You to Burst Out of Your Miserable Prisons

Yesterday Renault began a campaign to use social media as a way to promote its crossover, the Kadjar.

2016 Renault Kadjar advert
2016 Renault Kadjar advert

A fair amount of ink has been spilled about the name. What caught my attention was the slogan: “Dare to live”. The image shows someone hang-gliding on a lovely morning. That would be Renault’s idea of daring to live. Ignoring the fact that you don’t need a Renault Kadjar to take up hang-gliding and that having a Renault Kadjar will not make people think you hang-glide, there is the problem of the implications of the slogan. They are terrible. Continue reading “Renault Invites You to Burst Out of Your Miserable Prisons”

Dany Bahar’s Lotus Fantasia

Dany Bahar: Misunderstood visionary or public enemy number one? 

The Great Behar - photo via Jalopnik
The Great Bahar surrounded by his pet unicorns – photo via Jalopnik

It’s probably safe to assume that disgraced ex-Lotus boss, Dany Bahar believes in unicorns. It remains the only reasoned assumption following his abrupt career at the storied Sportscar brand. Appointed in 2009, Bahar took Lotus on a journey into the heart of darkness, edging them closer to the abyss than at any time in their chequered sixty three-year history.  Continue reading “Dany Bahar’s Lotus Fantasia”

Theme : Badging – A Badge Can Speak a Thousand Words

We look for subliminal messages.

Chevrons

A few years ago, brand consultants Landor redesigned the Citroën logo to be more rounded and, in their words, ‘liquid’. That is a strange adjective, since the chevrons famously represented the helical gear teeth that André Citroën patented and whose success he built his company on. In their current form the chevrons no longer seem to suggest precise technology and, therefore, it could be argued that Landor has done its job well in capturing the essence of 21st Century Citroën.

Continue reading “Theme : Badging – A Badge Can Speak a Thousand Words”

Sergio’s Latest Fantasy Franchise

Sergio unveils his elaborate masterplan for FCA’s future and it’s a staggering work of fiction. 

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Dear lord, make it stop!

Last week Sergio Marchionne kept a selection of the world’s auto journalists captive for a ten hour marathon outlining his vision for the next five years at the newly merged FCA. Those who managed to sit through the numbing PowerPoint presentations, the staggering level of detail, the sheer grinding onslaught of facts, statistics, projections, flying unicorns and outright fantasies probably needed more than a few restorative shandies to steady their shattered nerves.

Continue reading “Sergio’s Latest Fantasy Franchise”

From Stuttgart to Eternity

What happens to old cars when they die, Mummy?

MB Recycling

Whilst trying to find a download of a W211 Owners Manual for a friend’s ten year old E Class, I came across the above (full text below). Now, although the US website did finally provide the manual, Mercedes’ UK site appears to provide no such service. Despite the fact that it would only cost them a tiny sum to make electronic manuals for older cars available to owners, it’s telling that MB UK don’t see this as a priority.

Continue reading “From Stuttgart to Eternity”

The World’s Best Car Magazine?

Why I’d recommend :  Motor Sport  /  The Automobile  /  The Rodder’s Journal  /  Classic & Sports Car

Magazine

One particular magazine might use this title this as a wishful strapline but, of course there is no universal World’s Best Car Magazine.  if your taste ran to tits and tailpipes, then how can I argue that, for you, the late Max Power was not TWBCM?  When, after loyal decades, I finally gave in and stopped my subscription to the magazine that styles itself thus, Car Magazine, I looked around for alternative places to spend my pocket money.

Continue reading “The World’s Best Car Magazine?”

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”

Decoding Audi’s TT Press Release…

…so you don’t have to.

audi-tt-2014-front-quarter-static


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…”