Most automotive advertising has little to nothing to do with the actual car. It’s usually about presenting an image or hawking brand identity and then loosely associating it with a vehicle — Mercedes’ current “Grow Up” campaign is a perfect, cringeworthy example. However, enthusiasts know that the best car ads feature incredible shenanigans and loads of life-or-death action.
Dave Chapelle mocked Mitsubishi for its pop-and-lock Eclipse spot, while Top Gear honored Land Rover for winching a Defender up the side of a dam. Keenly aware of this is Subaru, which, after sending Mark Higgins and a WRX STI around the Isle of Man TT course in 2014, brought both man and vehicle to the world’s oldest bobsled run in St. Moritz, Switzerland to record another automotive spectacle.
Unfortunately, Subaru is more than 50 years too late for this particular publicity stunt. Ford filmed an identical feature in the Italian Alps with the Cortina GT way back in 1964. It even named the car after the Cortina d’Ampezzo ski resort, where it later held the event. Subaru may be calling it “boxersledding” today, but it’s really just a rehash of Ford’s classic “auto-bobbing.” (Read More…)
Last week’s Hillman Husky/Miata swap provided the example for what I view as the best of both worlds – old European car with an entirely new drivetrain. Here’s a half-way finished example that could be turned into a real firecracker – provided you have the patience of Mother Teresa.
Most of my writing on this site is centered around the “clash of civilizations” – the eternal debate over whether American or European cars are superior in qualitative, if not quantitative matters. But among all those reviews of new European and American cars, or my sordid tales of living with old American iron in Europe, it’s easy to forget that today’s European cars are in fact quite similar to the American ones. At least compared to what they’ve been in the past.
TTAC contributor Abraham Drimmer has a fine piece over at Road & Track about his favorite cars that resulted from collaborations between Lotus and other, usually much larger, automobile manufacturers. Each of Abe’s five choices are worthy of note in their own way: the Isuzu Impulse, the C4 Corvette ZR-1, the Lotus Sunbeam, the Lotus Carlton, and the DeLorean DMC-12, but Mr. Drimmer is a relative youngun, so I wasn’t surprised that left off of his R&T list was the original ‘tuned by Lotus but sold by another company’ car. It’s the Lotus tuned car that Lotus purists are most likely consider to be a genuine Lotus and not an Isuzu, Chevy, Chrysler, Vauxhall or DeLorean. In some cases it fetches prices north of its contemporary Elans. It has a pedigree that includes some of the greatest luminaries of British motordom and it helped to establish the foundation of a relationship that would eventually revolutionize motorsports. According to Lotus’ factory nomenclature, it’s a Type 28, according to the sales brochures it was the Ford Cortina Lotus and according to just about everybody else who knows about it, it’s called the Lotus Cortina. (Read More…)