These are strange and unsettling times in which to be a fan of fast cars. Change is all around us. Rarely a day goes by without a storied sports car marque ‘celebrating’ the last naturally aspirated V8, V10 or V12 screamer with some fabulous bitter-sweet final edition. Meanwhile, those mired in the midst of a depressing cycle of downsizing try desperately hard to convince us that we should be excited by a new four-pot hybrid.
To be fair, trying to plan a long-term product development and comms strategy for an established automotive brand must be a nightmarish task. It’s certainly dividing the industry in ways not seen since the dawn of the automobile. Some manufacturers are clearly in for the long haul, doggedly clinging to internal combustion in the most exciting forms they can get away with.
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