We have established in a previous
article the fact that both brands are more than just companies building cars.
They have an identity which we started defining. In our opinion, it lies in the
way these people justify the fashion they produce a car.
A brand is also a heritage from the
past. If one takes a look back at the positioning map in the previous article
and the brands featured on it, he will be able to foresee the amount of history
behind the names. Of course, Pagani or Koenigsegg are very young companies,
being respectively 13[1]
and 18[2]
years old. But many brands are actually centenarians: Rolls-Royce,
Mercedes-Benz, Maybach, Aston Martin (in 2013) and Bugatti. The other brands
are not newcomers either. Ferrari was founded in 1929[3],
Porsche in 1948[4]
and Bentley in 1919[5].
From left to right : Bentley Speed 8 (2003 Le Mans 24h winner), Bentley Continental GT, Bentley 4.5 litre Blower (1928 Le Mans 24h winner)) and Bentely Flying Spur
From left to right : Bentley Speed 8 (2003 Le Mans 24h winner), Bentley Continental GT, Bentley 4.5 litre Blower (1928 Le Mans 24h winner)) and Bentely Flying Spur
This heritage weighs a lot in the
building of an identity. Most of these brands have been making cars of
recognized quality, for people to dream of for decades and decades. However,
the racing pedigree of a car brand does also have its importance in the
building of the brand. Making racing cars capable of taming the most demanding
tracks on the planet is an asset most these brands have. Pretty much all of
them have at some point been involved in motorsport.
Ferrari's Championship-winning F1 cars
Ferrari built its legend upon 16 F1
constructors’ titles and 15 drivers’ titles[6].
All the championship-winning cars are gathered in this picture. It is by far
the most successful team in the sport. It also won the 24 Hours of Le Mans 9
times. Porsche 16. Many others brands won that race. Actually, we could spend
hours detailing the incredible record these brands can have in motorsport.
However, it is interesting to see
that Rolls Royce and Lamborghini do not have such pedigree. It is
understandable for the British brand. Its sole purpose as we said is to make
cars feeling as comfortable and elegant as possible. Racing is not at all in
their attitude. What about Lamborghini then? Is it not contradictory with their
ambition of making their customers feel like racing drivers? It did try to power F1 cars with enormous V12
back in the 1990s, but it never allowed them to win a Grand Prix, let alone a
championship. They have not won at Le Mans either, nor any major motorsport
championship for that matter.
Eric Van de Poele in the 1991 Lamborghini F1 291
They actually relied on their road cars’
personality to shape their identity. It is implicitely pointed out by Richard
Hammond in the Aventador test embedded in the previous article. The Miura, the
Diablo or the Countach were beasts to drive, requiring strength, talent and
bravery to master on a track. It makes the passer-by as much impressed by the
car as he is by the driver, getting out of it alive, feeling ‘like Chuck
Yager”, the first man to break the sound barrier. It is actually his only
concern about the Aventador : it is not as scary as its ancestors, losing according to Hammond there
some of the brand’s identity.
Lamborghini Gallardo Balboni
But what of the people buying their
cars? How do they figure out they are made to drive a Rolls Royce rather than a
Lamborghini, supposing they can afford both? Of course, age would play a lot.
Rolls Royce owner must be older people, sensible, seeking comfort and elegance.
Not quite as what would be an Aventador’s owner. The movie the Dark Knight
Rises (2012 by Christopher Nolan) offers here an interested insight. Bruce
Wayne has both a Lamborghini and a Bentley. When he needs a ride home, Alfred
comes peacefully pick him up in the Rolls Royce’s competitor. When he is a man
with a mission, the Batman without the suit, he drives the Aventador.
However, the dream each brand
represent would play the bigger part in the choice process. Which dream would
you live if you had the money? The dream of having a chauffeur, a car timelessly
beautiful and not showing-off? The dream a grown man could have shamelessly. Or
would you listen the 6 year old boy within yourself willing to have the car on
his wall’s poster, fast, aggressive and thrilling?
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