it’s just a name

I’m not the biggest fan of Top Gear. The reviews border on painfully overzealous with comically quick transitions between the host screaming at the top of their lungs and the car drifting past the camera at 100 mph. But Top Gear is made with the jaded television viewer in mind, so it has to contend with the myriad of cop murder dramas and the endless race to the bottom that is reality TV. James May holds rank as the quiet mild-mannered host of the Top Gear trio. While the other two squabble to win the audience’s affection with the wittiest putdown of their co-hosts, May manages to put together some great insight with his time in front of the camera.

Model names are for the masses. 

Diehard owners never simply state that they drive an M3 or GT3. It’s always the generation designation first (e36 M3 or 997.1 GT3) because they understand that those distinctions matter. As I touched on in a post before, brands that carry a model to a successive generation are merely creating a modern reinterpretation of the original. The 991 911 shares nothing in common with the original besides the overall concept and that’s fine. Singer 911s, even if sold at a price point comparable to a 991, probably wouldn’t keep Porsche afloat today. There is no perfect iteration of the 911 anyways. Better to have it evolve than die.

Ferrari just does this better. 

I was set to write an article about how great Ferrari is with naming their cars. Then they debuted the LaFerrari, and I had to shelf that idea. But I’ve gotten over it. It’s not like I’m buying a LaFerrari so it’s really of little consequence to me. The point I wanted to touch on was that each new Ferrari bares a new name. While American (Mustang/Corvette) and German (911, S class, TT) are happy to continue their using their model name in perpetuity, Ferrari starts fresh with each model. The new model doesn’t have to be anything but better than the one it replaces. Mr Manzoni, the chief designer of Ferrari, shed some insight into the brand’s overall philosophy when he was asked in a interview about brand consistency when designing a new car.

this is the challenge we are faced with every time we work on a new ferrari. the challenge resides in coming up with a completely new shape while staying true to the values ferrari stands for. any repetition of design ideas invariably gets dismissed by our president mr. montezemolo as ‘déjà vu’. the basic rule is that a true ferrari must be immediately identifiable even without any badging. contrary to other brands we do not rely on a precise set of design guidelines which can be simply implemented across the model range. we instead call upon on a higher paradigm and need to come up with a fresh interpretation of it every time. with each new model we search for that subtle link with tradition and with the other models in the line-up. it is not a link that derives from the repetition of ‘graphic’ traits, but from the comprehension of the kind of plasticity and formal language a ferrari lives by.

This design approach is indicative of the entire brand’s philosophy towards building cars. Ferrari’s core values guide the design and engineering of their cars as opposed to the other way around, where design and engineering specifics define the brand. As a result of this approach noting is sacred at Ferrari. Look at turbo power for the California T or dropping the manual completely for paddles as far back as the 360 Challenge Stradale. They even went AWD and hatchback for the FF. How cool is that?

Ferrari FF, the rich man's Golf GTI

Ferrari FF, the rich man’s Golf R

While Porsche’s steadfast adherence to its past was the impetus for this article, BMW is actually the worst offender of the design by guideline approach. With Hoffmeier kinks, kidney grills, angle eyes, L shaped tail lights and most recently front fender vents constricting so much of the design, BMWs feel boring and fussy at the same time. The supposed design revolution that Chris Bangle started at BMW with the e65 7 series was not a success. Rather it only served to further emphasize these signature design cues and create an increasingly narrow window for design as more and more design cues became a necessity to the brand. M cars are even worse with their own set of design guidelines stacked on top of the already overstyled base model.

BMW’s i series (i3 and i8) demonstrate that BMW is well aware of the situation. These cars only carry the kidney grills while the rest of their design is left unrestricted. While it’s hit (i8) or miss (i3), it’s just what BMW needs to coincide with a dramatic shift in brand philosophy. We’ll just have to see how much of the i8/i3 aesthetic gets directly transplanted onto future models.

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