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The Golden Age Is at Hand.(Column)(classic marques doing well under new ownership)
Byline: Dutch Mandel
Who dares question whether the automobile's golden age is at hand, poised at 10 and 2 o'clock? Imagine: Marques that once teetered on the edge of oblivion now thrive in the care of companies that embrace the responsibility of care taking, and have the resources to do it properly.
The highest form of this performance art comes from Wolfsburg, Germany, and Volkswagen. Incredible that the people's car company is now the company of very fast people's cars. When VW bought Lamborghini, the world scratched its collective noggin; who on Earth arranged that marriage? But they have quickly grown comfortable with each other, as Lambo gets a cash and technology infusion that goes beyond its tractor breeding. More important, it got the eye of Ferdinand Piech, the engineering and marketing genius behind VW's renaissance. The Lamborghini Murcielago, delayed from its original launch, is a car whose descriptors now include ergonomics, comfort and reliable. We can hardly wait to see what this new ``baby'' Lamborghini is like, and if you don't think it will help spawn an Audi Avus sports car, you haven't been paying automotive attention.
But it doesn't stop with Lambo: VW now steers Bugatti! Sacre bleu! How would Ettore act if he knew of this alliance? Well, if he saw the EB 16/4 Veyron, powered by a near 1000-horsepower, 8.0-liter, quad-turbo W16 motor, he'd tilt his beret, grab a glass of vin and smoke a post-high-combustion Gauloise. After all, zee Bugatti ees zee most wonderful car in zee world.
If Enzo were around, he might see things differently. Then again, what is this we hear that portions of Ferrari and Maserati are in play, and VW is the suitor? Talk about throwin' a lasso around the best of the best performers.
Now lest we forget, there is a big matter of caring for marques that define luxury. VW is ...
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Source: HighBeam Research, The Golden Age Is at Hand.(Column)(classic marques doing well under...