Good fortune allowed me to enter the U.S. import car business in the later part of its formative years. For a subsequent period touching 5 decades I had the privilege to write for the vast majority of European automobile brands including, for over 30 years, Mercedes-Benz, Volvo and BMW. It afforded me the opportunity to work with some of the best and brightest professional men and women to grace the import automobile industry. I learned from these experienced, insightful and wise individuals the meaning and importance of “brand.” I admired how they would passionately defend “the Brand.” My time in the business also allowed me to witness corporate decisions that tacked a marque away from their traditional brand values.

This two-part issue of Drivin’ News will ask can “Betraying the Brand be good business?”

Betraying the Brand or Smart Business? Part I

For a product, a brand is a promise. A strong brand adheres faithfully to a set of values highly prized by a targeted market segment. Building a powerful brand image takes time and consistency because building trust takes time (five to ten years is a number quoted) and consistency. A brand that has established a high level of trust usually features a slogan and/or logo, the Mercedes-Benz 3-Pointed Star, Volvo Iron Mark or BMW Roundel that functions as a beacon signaling to targeted customers that this product will fulfill their expectations. A brand that customers have grown to trust represents a hard earned and invaluable asset. A product sending off-brand messages confuses the customer and undermines the brand. It raises questions.

Recently I noticed a new BMW with a redesigned version of the iconic blue, white and black BMW badge. The new iteration called to mind a child’s multi-color swirl lollipop. That together with BMW’s recent addition of the oversized smiling Tasmanian Devil grill gave me pause. I realized that I had witnessed this manifestation of questionable branding efforts before. As a “car guy” such moves always engendered personal doubt and discomfort. As an exercise in retrospection I chose to revisit examples of brand infidelity I had witnessed and dig deeper before I explore two of BMW’s recent curious measures and their potential impact on the BMW brand.

Rather than looking first at BMW, Part I will […]

It ranks high on the list of last places to look for classic Rolls-Royces and Bentleys. The meandering country two-lane bisects a large expanse of Mechanicsburg, Pennsylvania farmland. Upon cresting a berm saddled with a railroad crossing, the road descends to reveal a well tended but non-descript collection of linked single story beige structures with the character of warehousing. Au contraire, one has arrived at the Rolls-Royce and Bentley Museum and home to the Rolls-Royce Foundation and Rolls-Royce Owners’ Club. Much like an automotive Clark Kent there is far more here than first meets the eye.

On this particular clear and crisp late autumn day turning into the front parking area reveals an array of vintage and classic Rolls-Royces and Bentleys. One in particular snags the eye and demands greater scrutiny. A striking black and silver open wheel hot rod sporting a Bentley Flying “B” vibrates in place, poised to launch.

Meet the Black Adder VI Bentley Special.

The Black Adder VI, an Outrageous Hot Rod Bentley

Alex and Elaine in the Black Adder VI

Daresay that the chances approached nil. Surely Baron Henry de Blonay of Villa Favorite in Chembésy, Switzerland never thought about it at all. What were the chances that his new 1947 Bentley Mark VI would, 70 years later, be a cycle fendered, open cockpit hot rod named after a poisonous viper and seen cruising the back roads of Mechanicsburg, Pennsylvania.

While tracking ownership history of early postwar Bentleys ranks high on the frustration scale, much of the Black Adder’s last 75 years is known. Most of it resides in Mechanicsburg, PA.

My friend Henry Uiga greeted me. A Rolls-Royce owner, club member and Drivin’ News reader, Henry had extended Drivin’ News an invitation to the Rolls-Royce Club’s monthly Volunteer Saturday. On this scheduled day club members gathered at the Museum to service the Rolls-Royce and Bentley vehicles in the collection. Watching the members in action quickly dismissed any preconceived notions of an elitist membership dominated by the white glove crowd depicted in the iconic Grey Poupon Mustard ads. The men and women present and immersed in their hands-on work displayed a hardy respect for the 100 plus-year heritage of Rolls-Royce and Bentley automobiles including that featured in the fabled mid-century “Loudest thing is the clock” ads.

As I entered a workshop lined […]

As announced in the last Drivin’ News posting, I have chosen the depths of winter in New Jersey to produce a Collectible Car event comprised of a photography show, raffle, wine tasting and panel discussion. Its purpose, to benefit North Jersey’s decades-old and respected Tri-Boro Food Pantry.

The logic inspiring my seemingly counter intuitive plunge into the heart of Winter Pattern SAD (Seasonal Affective Disorder) resides in the fast fading joy of the increasingly distant holidays and the associated ennui of a large population of car enthusiasts Jonesing for something, anything car related to do. I am placing my bet on a sunny day in January that together with a fun and interesting Collectible Car event will entice a boatload of enthusiasts out of their man cave hibernation.

As my esteemed panel of experts comprised of Dave La Chance, Bob Austin, Bryan Maletsky, Fred Hammond and Matt Maisano will be wrestling with the topic of “The Future of Collectible Automobiles” I have decided to explore just what makes an automobile collectible.

Defining “Collectible Car.”

Vinny Plotino with his ’70 Plymouth Superbird and ’62 Ford Falcon

So What defines a collectible vehicle?

In the broadest sense, a collectible car is one you do not need in the least but would most love to have. Much like asking opinions on who makes the best pizza, the  definition of a Collectible automobile can vary. In the case of Jay Leno, he says, “It should be of technical or historical interest, fun to drive and pleasant to look at.” Others such as renowned car enthusiast Miles Collier, founder of the Revs Museum and Dr. Fred Simeone founder of the eponymous Simeone Automotive Foundation Museum both put a more a much finer point on what determines a true collectible automobile. For the sake of this article, I would like to take everyone to my friend Vinny Plotino’s garage.

Opening the garage doors reveals a pristine B5 Blue 1970 Plymouth Superbird and a severely distressed 1962 Ford Falcon. Few cars could stand farther apart on the collector car spectrum. Vinny’s Superbird towers as an unmodified, low mileage, highly valued iconic beacon of visually outrageous high performance.

His lowly, bland Ford Falcon displays a level of patina that crosses the line into structural decay. As to its cash […]