Some companies can lock one label into the consumer’s mind. This is especially true in the auto industry. Volvos are safe, Subarus are sensible, Saabs are odd and Lotuses are lightweights.
Lotus mastermind Colin Chapman’s philosophy seemed to consist of omitting, thinning and paring—until the car collapsed on itself—and then put back the last thing either omitted, thinned or pared and calling it well done. All this made for cars that handled well and extracted the maximum performance out of Read More