Oh yea baby. Let it roll at l'Autodrome ;)

BMW Gina.

A lot of auto forums are raving about BMW's break-all-rules philosophy about designing a car which defies rules. Any rules. The highly futuristic Gina.

People who know me well, will know that I am a young padawan of the beemer power and M5 is my Beanie (name of my current wheels) on steroids (someday). I've always felt that BMW's design philosophy, coming from the birthplace of Bauhaus, is the apex of design innovation. They are the Einsteins of machine on wheels and have been the driving force of shaping emotions. But this one...

I don't know what to feel about this one. I don't know. Is it by coincidence that it's named Gina and reminds me of a certain certain part of the female anatomy? Look, I tried being proper, professional and kept it scientific as much as possible but I just don't feel the design orgasm here. Maybe that's what they are attempting to do - mean machines are stereotyped to be muscular, tough, unbreakable, untouchable - and to breakaway from it all. And I mean ALL rules of how manly beemers are meant to be, they go for textile (hang on a minute, is that satin?), soft, smooth, flexible, tactile. And an opening right in the centre as if we don't know Gina is feminine enough. Maybe somethings are just meant to be what they truly are?

Oh, please bring back the M-series!

Brand showroom.

Consumers have evolved. Period. At least the urban ones have, becoming smarter, pickier and more distinguished in their choice of brand. Most often that not, this post-modern consumer who is bombarded with thousands of parity brands, make his or her choice based on an alignment of values - obviously between him or herself and the brand. When functionality and/or functional difference are/is out of the equation, then it all boils down to values, the shared vision and interests. If people really do buy brands like they make friends, then we really ought to think about the hospitality we're currently giving to our 'friends' when they visit. Audi did it right although it's not the first, following many other megabrands. Having a brand showroom versus a car showroom, provides customers an experience which definitely lacks in the usual dealer showroom. Long long ago, in far away lands, other brands have already been creating concept stores to showcase products, innovations, history and concepts - Sony has their Sony Centre (for your information, Sony Building in Ginza has been there wayyyy before our dear KLCC), Toyota has its Megaweb, Honda has its mother of all brand showrooms in the form of a circuit in Motegi, Adidas has its Original Store and Apple obviously did not lose out.

I don't think it's necessary for a cool brand to own a conceptual space. Neither do I think its a sure ticket to cool-dom. I think what matters is what do you have to say to your customers whom you want to make friends with? Building a relationship means opening up your past, creating present moments and working towards the future together. It means shared interests, values and respect for each other. Isn't this how we all make friends since the day we dropped our diapers? How did we manage to forget such basic rule?

p/s: Audi Forum? Nice :) check back for some juicy R8s

Euro Civic. Sweets.

Managed to snap some photos of the ultra metrosexual Euro Civic while travelling in Greece. Although there are the typical Civic models running on Athen's road, this one reminds me of the new FCX showcased recently in the Tokyo Motor Show. Or the other way round perhaps, since the Euro Civic is launched much earlier. I think it's the sexy sporty silhoutte and those mean slit of headlights. I wonder why only the USDM Civic is available here since I think most boys will be drooling over this one more.

Hyundai is 'Inspire'd.

Got this photo from Paul Tan's blog. The front reminds me a lot like Honda's Inspire in Japan, no? Except Inspire's headlight juts out a little giving the entire front a more muscular jawline.

But I thought the commercial was really well done though. What's with the whole world Transforming? Optimus really made his mark huh. Very nicely executed and very nice soundtrack. I don't remember Koreans looking like this though...