SO WHAT'S IN A NAME...
As a vegetarian, I was more than a little concerned some years back when a (short lived) trend seemed to be emerging with regard to "crossing" one species of fruit with another and giving it some new fictional (marketing) name. Whilst unaware of it at the time, this was perhaps one of the first deployments of a "niche" segment strategy, where the gullible shopper would buy a kilo of this and a kilo of that as well as a kilo of thas if not thit...
This can, of course, all back fire with the less gullible family provider buying only thit if not thas. But the seed of thought had been sewn, if not thrown before swine, for it got me thinking about the progressive detachment that seems to have crept into the "science" of product branding, not only in the recent scandals surrounding meat product content and description (as I said, I am vegetarian, so don't come cry on my shoulder), but in the automotive world of tight suited marketing savvy and the still all important badge identity stakes.
The i8 Concept
The BMW i8 began with the launch of Project I, the reinvention of urban mobility. Everything about this car is designed to be functional and nimble. The extensive use of lightweight materials from the ultra-thin seats to the flat screen instrument panel makes this vehicle look void of anything that suggests it’s not responsive. All of this is made possible to increased use of polycarbonates, carbon fibre and other exotic materials. The car was designed as a model for fuel efficiency and a showcase for BMW’s utilization of cutting edge technology.
The extensive use of glass, from the doors, engine bay, panoramic roof and decklid is especially intriguing. The shapes are very expansive, curvy and seem to showcase glass as a structural element.
ALFA ROMEO WINS AGAIN THE COPPA D'ORO AWARD AT VILLA D'ESTE.
Once again an Alfa Romeo has won the most important award at the Villa D'Este Concorso d'Eleganza, the one attributed by a public referendum at Villa D'Este. The Coppa d'Oro award is the original prix awarded at Villa d'Este since its first edition.
The public is not a crowd of people with access to the venue but only car collectors and guests from around the world invited by the organisers. Among them a significant number of journalists.
The winning car was presented by Mr. Corrado Lopresto who has a passion for collecting Italian historic cars and Villa D'Este awards. His winning car this time is a 1931 Alfa Romeo 6C 1750 GS, originally build by Zagato but subsequently entirely redesigned by a high-tech company (for those times) that is not renowned at all. The new body is indeed by Aprile which had home in Savona, Italy. The design of this beauty is credited to the talented and passionate Conte Mario Revelli de Beaumont.
UNVEILING AT VILLA D'ESTE.
MINI is looking at its next big step to expand the product range, its customer base and further upgrade its image and reputation for fun cars. It does it at what is considered the most elegant event of the year. The traditional Concorso d’Eleganza at Villa d’Este 2014 with a very special concept: the MINI Superleggera™ Vision.
So sexy and so MINI that it can go only in two direction: the market place.
Last year BMW merged its creativity forces with those of Pininfarina and delivered the Gran Lusso Coupe. This time it is up to to MINI design team and the reborn Touring Superleggera. The outcome is a new and exclusive interpretation of an open-top two-seater.
The MINI Superleggera ™ Vision is on the one hand a classic two-seater roadster, compact and agile, very British in its most minimalist approach and its and emotional style of open-air motoring.
There is more to it than just names and style. Reflecting the spirit of the time, the Mini Superleggera Vision comes with an innovative electric drivetrain that gives the car distinctly modern driving dynamics.
LAW OFFENDERS BEWARE
Automobili Lamborghini has announced today that they have presented the Italian road police corps a new high performance machine to pursue law offenders. The new unit is the first Huracán LP 610-4 developed for road patrolling purposes and as such its official label is Lamborghini Huracán LP 610-4 Polizia.
“Double Space for BMW – Precision & Poetry in Motion”
When the London design Festival 2014 open its «gates» on September 13th (through the 24th), BMW will mark its presence with a all-new installation commission for the event to British designers Barber & Osgerby. Under the impulse of creative BMW’s designers led by the talented Karim Habib and Adrian van Hooydonk they will be showing an installation called “Precision & Poetry” in a project called “Double Space for BMW”.
The new work of «design&art» will go on show in the magnificent Raphael Gallery at the Victoria and Albert Museum (V&A). «A successful project always needs the right combination of partners» says Ben Evans, director of the London Design Festival, «BMW not only understand design, they live it. » He stressed that Barber & Osgerby have a deserved reputation as thoughtful and innovative designers whereas the venue, the V&A is the global institution for design.
Investing in Design and Art is a must for BMW, according to Senior Vice President BMW Group Design Adrian van Hooydonk. He noted that «For BMW Group customers, design is the number one reason for buying a vehicle. On that basis, we promote an active design culture and are involved in high-profile events such as the London Design Festival». In addition our partnerships with internationally renowned designers are always an inspirational experience for the entire BMW Group design team.