For decades, the personal automobile has been stylized as a highly visible, audible, and mobile medium of self-expression. Sports cars, above all, are symbol-laden objects of desire, inviting us to get in, turn the ignition and go for a drive, uniting with the machine, so to speak.

In the current decade, the automotive industry is undergoing fundamental changes as the car is gradually commoditized. Some classic cars will retain their allure of times long gone, reminding the world of what automotive love used to be. It was about actually driving the car, rather than being driven by it.

Further, the very activity of driving cars will become increasingly difficult in an ever-tighter regulatory framework. In this context, we want to offer a more compelling scenario of an automotive future we are passionate about – a future we look forward to, a future we are proud of, a future we crave!