Entries by Bradley Price (552)

Wednesday
Feb242010

Automobiliac Video of the week: Alfa GTA Heaven

The Alfa GTA and its various versions and derivatives are basically some of the coolest cars ever created.  I want one so bad it hurts.  Too bad they are now over the $100K mark and therefore unreachable to the Automobiliac of modest means.  However, this doesn't mean we can't savor this video of some being raced through Japanese hillside roads at breakneck speed. I think this is one of the best videos on Youtube...

Monday
Feb222010

Monday Morning moment of Zen

Please let the weather get better soon!

Saturday
Feb202010

"Joy is BMW" - Advertising Review

"The Ultimate Driving Machine" has been synonymous with BMW for decades, but BMW's latest ad campaign de-emphasizes that well-loved slogan for the moment (they claim they are not abandoning it entirely) in favor of "Joy is BMW."

Naturally, the Bavarian automaker has gotten a huge amount of flak for this move from various people whose opinions I respect a lot.  In particular, Peter DeLorenzo (aka the autoextremist) devoted his column this week to lambasting BMW for their boneheadedness.  While many of Peter's points are on the money - namely the fact that they have over-broadened their product offerings to include bloated SUVs, the inexplicable and unforgivable X6 and other non sport-sedans, I thoroughly disagree with his assessment of the commercial itself.  De Lorenzo claims that the ad is bland, and could have been made by any car company - even KIA.  Makes me wonder if I saw the same ad that he did. I don't think KIA can show legions of fans polishing vintage examples of its cars, or classic roadsters like the 507 and Z8 in  its ads.  In the new Joy commercial, BMW's history, design culture, and performance capability are all well captured in a package that I could relate to as a car nut, but also which I think other people could find eye-opening.  The ad showcases some of BMW's most forward thinking designs (such as the Gina concept) while touting their genuine following among enthusiasts with footage of BMW car club events.

  In contrast to what the autoextremist says, I think that this is a refreshing step away from the overserious, monochromatic luxury sport sedan commercials -Stock white yuppie with sunglasses driving on deserted road- that BMW has been doing for years and years. The core of most German luxury sedan advertising has been about Engineering, Quality, and driving Performance enabled by advanced technology.  In this respect BMW's message has been lost in the swirl of identical claims by Audi, Mercedes, and of course Lexus and the rest of the Asian luxury companies. This standard format has gotten tired, and I believe most people have learned to tune it out by now.  Just as Cadillac radically altered their image a few years back in order to forge a more relevant brand identity, I don't think BMW is amiss in taking a different tack here.  I don't think they should abandon "the Ultimate Driving Machine" (which is originally a line from a Pontiac GTO ad, mind you) but grow upon that and make the brand come alive more by appealing to the emotion as much as the logic of the target customer.  So in my opinion this ad is successful in being disruptive, and making the viewer pay attention to the message that BMW is sending through Patrick Stewart's silky voiceover: Our cars are exhilarating to drive, technologically advanced, heirs to a noble legacy, and people of all stripes love owning them.  Perhaps the mood of the commercial is overly jubilant, but so what? I like it. It's bright, optimistic and inclusive.  I think it would have been just as effective though, had they kept the "Ultimate Driving Machine" tagline in the voiceover at the end.
What do you think? Watch the commercial below, and contrast with the previous style of BMW ad beneath.

Wednesday
Feb172010

Have 2010's F1 Cars been beaten with an Ugly Stick?

I think I might be starting to show my age because as the F1 season is getting ramped up for 2010, all I can think of is how little interest I have in it, and how ugly and weird looking F1 cars have gotten.  F1 has gone through "ugly periods" before.  The cars of the mid seventies were particularly odd and ungainly.  Mechanically they were quite similar to those of the late 1960s, but with the radiators moved out to the sides, large wings and mammoth slicks applied, topped off with ridiculous high-hat airboxes attached to the still-exposed engines.  I enjoy these cars enormously, but beautiful they are not.  It wasn't until the ground effects cars came into vogue and the increased use of full-coverage fiberglass bodyshells came about that F1 cars became more flowing and graceful again.  The Lotus 79 is perhaps the epitome of this more graceful style of late 70s car.  By the time the Brabham BT50 came around in 1982, F1 cars had a new purity.  This was helped even more by the dawning of the turbo era, which eliminated the bulky airboxes of the 70s. 

The introduction of the carbon fiber monocoque as the 80s progressed allowed a new level of refinement and aerodynamic wizardry to improve the breed once more.  By the late 80s and early 90s (let's just call it the Senna era) some of the best looking F1 cars of the modern era were being designed and raced.  Turbos were out, and airboxes were back, but this time with graceful sweeping lines, sculpted directly into the engine cover.  In my opinion, the most elegant F1 car of the modern era was the Jordan 191, with which Michael Schumacher had his debut F1 race at Spa in 1991.  This car epitomized the super-sleek, clean look of the time. It is not a coincidence that the one F1 car in the MoMA collection is a 1990 Ferrari 641.  The car is just pure and purposeful from every angle.


Some might mark the beginning of the end as 1990, when Tyrrell debuted the first "high nose" on its F1 car.  Benetton became more associated with this design feature, which it appropriated and continuously refined from 1991 onward until all the rest of the teams eventually adopted it by 1996.  The last car in F1 to have a "low nose" was the 1995 Ferari 412T2.  It was quite a stunning car - probably the last F1 car that can honestly be called "beautiful"- and it was fittingly raced in the last year before an ascendant Michael Schumacher came over to Ferrari and changed the sport forever.  Although the "low nose" was now consigned to the history books, I think F1 cars for the most part continued to be very sleek, clean and purposeful even with the high noses, but not for long. 

To me, the biggest nail in the coffin was when the FIA decided that F1 cars should be longer, and that the wheels should no longer sit outside the front wing.  When you look at an early 90s F1 car, the big slicks frame a delicate, pencil point nose and front suspension.  Now, the front tires are hidden behind a massive "front loader blade" wing which of late has become covered in various aerodynamic appendages - some of which resembling a concorde jet wearing a false moustache - that do the car no aesthetic favors.  The rear wings on these cars are even worse.  Not only are they enormous, they have a separate section of airfoils that "leans" forward over the rear deck of the car, completely spoiling the proportions of the vehicle from the side view.  And now the engine covers, once sloping fluidly downwards behind the driver's head, now terminate in a vertical fin that continues all the way back to the aforementioned wing. The noses of the cars, once tapering pleasantly, now have all the appeal of a melted sex toy - especially this year's Mercedes (seen above). Side pods are concealed behind all manner of bizarre baffles and fins, it's a wonder the driver can see to his side.  But then again who needs to see to his side if there is no overtaking anyway?  In short, the new cars look like puke.  Only puke covered in loud, tacky graphics.  I am not that old yet, but I can already catch myself saying...Boy back when I was a kid, we had REAL racecars.  Like I said.  I think I might be starting to show my age...
See the full gallery of the cars mentioned above here.

Wednesday
Feb172010

Automobiliac Video of the week: How to properly drive a Multi-million-dollar racing car.

From the depths of youtube's diamond mine, I have unearthed this awesome clip of a very skilled driver lapping Silverstone in Nick Mason's fantastic Ferrari 250 GTO.  If the phrase "aggressive smoothness" seems like an oxymoron, just watch.  The driver pushes the car hard on what seems like it may have been a slightly damp track, but he executes every move and every downshift deftly and with precision.