Professional Documents
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cover story
NEXT ISSUE
2015 Audi Q7
event
brandwatch
68
International news
first drives
70
Previews
automan coty
76-79 nominees
MOTORSPORTS
Chicane
88 A collectors world
editor-in-chief
Mohammad Al Taie
hatim@alroya.net
EDITOR & GM
Raj Warrior
raj@alroya.net
executive EDITOR
Chandan B Mallik chandan@alroya.net
contributing EDITOR
Anne Kurian
annekurian@alroya.net
HEAD OF Design
Antony Karlo
photography
Elvis John Ferrao
marketing
Sayantani Ghosh sayantani@alroya.net
circulation
books@alroya.net
FINANCE & ADMIN
Sumy Mol
sumy@alroya.net
Website & IT
Mohammed F Draz mohammed.draz@alroya.net
Printer
Al Anan Printing Press LLC
Road No. 4A, Rusail Ind. Est., P.O. Box 10,
Postal Code 124, Muscat, Sultanate of Oman.
Tel: +968 24446163 | Fax: +968 24446287
alananprinting.com | alananprinting@gmail.com
2015
All editorial content of Automan in the magazine
and its website is copyrighted and may not
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We have reached the mid-point of a rather interesting year. For starters, after four years of
continuous improvements to our Automan Car of the Year we managed to get the whole
of the industry in Oman in one room to collect the awards, which were handed out in the
month of February itself.
The institution of the Car of the Year is growing in importance and our edition of the
program has evolved into one that the participants and readers have learnt to respect. That
is because at the very beginning we laid down a few ground rules that were inviolable. We
understood that the parameters of measurement have to be standardised and the best
judges were our experienced test editors, both of whom have a couple of decades of test
experience. Then we set out that only cars that weve driven in that year, released in the
market that year would be judged. And all cars we drove would be eligible, completely
unconnected to the brands ability to spend in the magazine.
This model has stood the test of time and confidence. We dont add cars from a personal
wish list and we are happy working within our self given limits.
This means that even at the regional level, our Car of the Year program is respected and
anticipated.
This year has seen one addition in that we have initiated two categories for motorcycles
the Cruiser/Road bike category and the Sports/Supersports bike category covering bikes
above 400cc that are closest to either one. This indicates that the motorcycle market is
growing despite the restrictions facing it and that we are testing motorcycles at a far more
regular basis.
Funnily enough we came face to face with Omans penchant for giving out meaningless
awards this month, when a car brand invited media to witness a car launch only to have
two of the tribe awarded for their support of the brand. What is the value of a media
that can be bought by trinkets and awards? Surprisingly, we were the only media to take
offence at the concept, choosing to walk out. Have the rest of the media really gone so
venal and corrupted that they dont see the inherent corruption in this? We hope that this
doesnt signify the death of an independent media in Oman.
On our part we can assure you that we will continue to travel the higher path, one where
we choose to be unbiased and independent and treating all the cars, brands, people and
companies we interact with on an even keel. Thats the only way we know to be true to
our readers.
ME appointments
news
JUL 2015
Volkswagen Touareg
R-Line
Bank Nizwa
offers
Bank Nizwa launched a special campaign called CARnival, offering customers on-thespot approval for auto finance throughout the Holy month of Ramadan. Offering a fixed
profit rate of 4.59per cent, the Banks Auto Finance product is based on the Sharia
concept of Murabaha and is available with value-added benefits. During Ramadan, the
Banks hours have been extended well into the evenings from 9.00pm to 11.00pm at
most of the branches with special car display opportunities at Al Ghubra and Nizwa
branches conveniently located next to major car dealerships. Available to Omanis and
residents alike, Bank Nizwas Auto Finance solutions provides transparent pricing with no
hidden charges or processing fees. Applicants are not required to transfer their salaries
and can avail financing of up to OMR 75,000 and a payment period reaching seven years
for new vehicles. In addition, the product offers two months deferment on instalments
and a free Takaful life insurance, while catering for self-employed customers as well.
Audi
Al Jenaibi International Automobiles, the BMW Group importer in Oman, has announced
its annual summer seasonal offer for BMW and MINI vehicles. The scheme went into
effect on June 1 and will run through to July 31, 2015. The programme is designed for
hassle-free ownership with a variety of exclusive offers and benefits on every BMW
model purchased, including the 4 Series, 5 Series and X Series. all BMW models will
be available with the BMW Service Inclusive Plus (BSI) package covering all major
servicing costs for the first five years or 100,000kms (whichever comes first). In addition,
registration costs in the first year will be covered by the importer. Additional benefits
include a 5-year manufacturers warranty or 150,000kms (whichever comes first), a
1-year complimentary insurance with cash payments or regular finance options, one year
vehicle registration and gift.
Likewise, MINI customers will receive a complimentary MINI Service Inclusive XL Package
covering major servicing for the first three years or 50,000kms (whichever comes first).
In addition, registration costs in the first year will be covered by the importer, ensuring a
convenient and hassle-free start to the customers MINI ownership. Additional benefits
include: 3-year unlimited mileage manufacturers warranty, a-1 year complimentary
insurance with cash payments or regular finance options and gift.
JUL 2015
Bentley GT3-R
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JUL 2015
2015 Honda
Odyssey J Launched
For the first time in the GCC, Honda Middle East
is offering two variants of the Odyssey MPV.
Hondas minivan has been around since 1994
and is marketed worldwide. It is now in its fourth
and fifth generation in North America and Japan,
respectively. Last month, Honda Middle East
introduced the Asian version. Honda executives
say the Odyssey J has been introduced keeping
in mind the customer preferences of Middle East
region.
While both MPVs look similar in profile, there
are subtle changes. The exterior design of the
Japanese version is based on Solid Streamline
theme. Interestingly, previous editions of the
Japan market version were offered with hinged
doors and the new version is the first ever
Odyssey to feature dual sliding doors for that
market. The Odyssey J will be available in two
trims entry level EX, which comes with eight
seats, and the top-of-the-range EX-V, which
forgoes a middle seat for a more comfortfocused set of captains chairs, reducing capacity
to seven people. The Odyssey J is slightly
smaller than its V6-powered US counterpart.
At 4,840mm in length it is 313.6mm shorter,
at 1,800mm wide, it is 211.6mm shorter and
at1,695mm it is 42mm lower than the V6 variant.
Most of the contemporary features are available
depending on trim chosen. LED headlamps
are offered in EX-V trim while, LED daytime
running lights are common to both. Mod cons
include touchscreen infotainment and third
row air-conditioning. Its also now bigger than
its predecessors and for seven-seater models,
premium cradle seats are offered on the second
row.
The Odyssey J is powered by a 2.4-litre, DOHC
i-VTEC 4-cylinder normally-aspirated engine
mated to a Continuous Variable Transmission.
The engine offers torque of 225Nm at 4,000rpm
and output of 173hp at 6,200 rpm.
On the safety front, the model has received
5-star rating from the ASEAN NCAP as well
as Australian for superior Adult Occupation
Protection and safety performance. Active
safety features include Vehicle Stability Assist
(VSA), Anti-Lock Brake Systems (ABS), Electronic
Brake Distributor (EBD) and Hill Start Assist
(HSA). Meanwhile, if you were wondering what
the J is, it does not stand for Japan, but rather
Joy as it represents joy for utility according
to Honda. The entry pricing for this MPV is much
lower than the US-built V6 Odyssey. This version
of the Odyssey should help Honda better tackle
the segments perennial best seller, Kias Grand
Carnival and Toyota Innova. Honda also arranged
a drive of this new model addition from Dubai to
Ras-Al-Khaimah during the regional launch. The
car has also been introduced in Oman.
JUL 2015
15
Oman preview
of 2015
Rolls-Royce
Phantom
Limelight
Collection
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JUL 2015
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JUL 2015
2015 Dodge
Driving
Experience
held in UAE
JUL 2015
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Andreas Renschler
Herbert Diess
Rupert Stadler
Matthias Mueller
Volkswagen Commercial,
Scania, and Man
Volkswagen,
Seat and Skoda
Porsche, Bugatti
and Bentley
Automans Take
Besides getting the product portfolio right, VW also has to look at its human resources side too. In the past few weeks, theres been a
flight of top designers from the organization. High-profile designers like Thomas Ingenlath, Achim Badstbner and Luc Donckerwolke
are leaving their long careers within VW Group to join rival manufacturers. There must be serious questions being asked within
Wolfsburg about the apparent inability to retain key designers. Meanwhile, Audi has reportedly lost its powertrain development chief,
Stefan Knirsch. Knirsch is credited with leading development of Audis latest powertrain innovations, including various E-tron hybrids
and electrically-driven forced induction.
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JUL 2015
news
brandwatch
Automans Take
One key aspect automakers have to realize is that if you start out poorly in the
initial quality study you usually do poorly in the vehicle dependability study several
years later. One major US carmaker that has failed to figure out either study is Fiat
Chrysler Automobiles. Jeep, Chrysler and Fiat scored among the worst five out of
the 33 brands surveyed.
Automans Take
Both Hyundai and Kia are facing
falling total sales worldwide with the
exceptions in some markets like India
for Hyundai. Making the situation
worse is that the strong Korean won
versus the weaker Japanese yen
gives competitors an advantage. The
automakers also angered investors
enough last year to prompt a stock
buyback after paying $10bn for the land
for a future headquarters.
Even since Honda pulled the plug on the S2000 roadster in 2009, rumours of its spiritual successor has
been a hot topic amongst aficionados and observers. A new set of patent illustrations suggest that a
new S2000 is on the cards. The images suggest a compact mid-engined sports car. The overall styling of
the mystery model is similar to that of the Acura NSX, but there are enough changes to suggest this is
a different vehicle altogether and not something like an NSX convertible.
The cars apparent mid-engine layout also supports previous report that Hondas S2000 successor
will be mid-engined like the bigger NSX. No technical details were attached to the sketches, but
a version of Hondas 2.0-litre turbocharged four-cylinder is tipped for duty in the next-generation
S2000. Its also believed that Honda is working on a hybrid version that could bump power north
of 350hp. Hondas take on a modern S2000 isnt expected to hit dealer showrooms until 2017 at
the earliest.
JUL 2015
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The next-gen SRX crossover will appear as early as next year with a new nomenclature.
To be sold as the XT5, it will debut early in the 2016 calendar year. When we
transition into all new product lines, we will evolve the naming convention to suit the
new classification we have announced. So SRX becomes XT5 next year, company
spokesman David Caldwell said. Earlier spy shots and rumors suggest the XT5 might be
offered with a turbocharged four-cylinder and naturally aspirated six-cylinder engines,
plus a nine-speed automatic transmission.
Meanwhile, Cadillacs entire line-up of 2016 models will get a major infotainment
upgrade with improvements to CUE and integration with Apple CarPlay and Android
Auto. Using either of them requires a connection via USB, and they add a new
projection icon on the CUE screen. Once activated, both systems integrate with
drivers phone and incorporate features like navigation, music, and contacts. They can
also accept voice commands. Even for those that dont want to hook up a smartphone,
CUE should work better thanks to a more powerful processor. Start-up times for the
infotainment system are expected to be faster, and Cadillac claims that its also more
responsive for voice recognition, navigation searches, and media. The navigation
interface is simplified, as well. The Escalade, CTS, and XTS can now be ordered with a
360-degree camera system to display on the screen. The outgoing SRX will not benefit
from these upgrades.
JUL 2015
Refreshed Lexus LX
images surface in Japan
Automans Take
This represents a change of
configuration from the outgoing X1 with
its rear- and four-wheel drive platform
shared with the larger X3 that in turn
was based on the underpinnings of the
E90 3 Series.
Automans Take
It looks like Dino will live again soon, the heritage-laced nameplate could once again be
turned into standalone brand in order to avoid diluting Ferraris brand image. While,
its too early to tell precisely what form the 21st century Dino will take, but The Dino
will be configured as a mid-engined model regardless of whats bolted in the engine
bay. It is expected to be noticeably smaller and lighter than the Ferrari 488 GTB.
BMW
tops 2015
international
engine
awards
The International Engine of
the Year Awards for 2015 were
announced last month and
this year, the winning designs
blend high-end performance
with advanced technologies
that reduce emissions and
substantially improve fuel
economy. Forced induction
motors came first place in
several categories, although one
naturally aspirated unit collected
two awards. Judges also
favoured powertrains that made
inroads into weight reduction.
Continuing a five-year trend,
Automans Take
Since 1999 these awards have grown in stature, with car makers from around the globe competing fiercely to win an accolade.
Over the past few years, the International Engine of the Year Awards have become an important marketing tool for the winning
OEMs, with the Awards logo featuring in media campaigns from the likes of Ford, Fiat, Ferrari, Volkswagen, BMW, Audi and PSA
Peugeot Citron.
JUL 2015
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JUL 2015
Luc Donckerwolke
Last month we reported the news about Luc Donckerwolke,
head of Bentley design, had left the VW Group. Donckerwolke
had publicly shamed the Lincoln Continental concept as a blatant
Bentley Flying Spur knock off. Now, there are rumours that
Donckerwolke could be joining Hyundai-Kia as part of a twoyear transition period to replace Peter Schreyer, who is due to
retire in 2017. Donckerwolke and Schreyer worked together on
the Audi A2 amongst others as their careers in the wider VW
empire overlapped considerably. Presumably Schreyer has been
instrumental in securing Donckerwolkes services as his own
contract comes to an end in 2017.
Automans Take
Such a move will be a real coup for the Korean brands which
seem to be benefiting tremendously from their design-led
growth strategy.
Kirk Kerkorian
Ranked by Forbes as the worlds 41st richest man in 2008 with a net worth
of $16bn, Kerkorian was among the most talked-about investors in the
American automotive industry. The media-shy investor who became one
of the richest Americans by betting his money on ventures like casinos and
film studios passed away at the ripe age of 98 in Los Angeles last month.
The billionaire ran the investment company Tracinda Corporation and was
the largest shareholder in MGM Resorts International.
Kerkorian attempted to use his power as a well-financed investor influence
in the auto industry. In 2006, he used his nearly 10per cent stake in General
Motors to push a merger with the Renault-Nissan Alliance. The deal made it
as far as discussions, but eventually fell through. Kerkorian also attempted
to purchase Chrysler twice. The first effort came in 1995 with a $22.8bn
offer for the automaker, and soon after it failed as the company merged
with Daimler. Then in 2007, Kerkorian was back with a bid for $4.5bn.
Not contended, the billionaire ended up buying up $1bn in Ford stock
in 2008 to make Kerkorian the single largest investor in the company.
However, the situation didnt last long, and by the end of that year, he had
unloaded the shares.
A a polarizing figure whose was born poor, Kerkorian in early life had
several careers as an amateur boxer, a daredevil pilot and a high-stakes
poker player before figuring out safer ways to amass his fortune. He
pursued strategies that baffled business rivals and Wall Street analysts
and that left him sometimes on the verge of bankruptcy. Other times, his
moves brought him windfalls.
PSA inks
deal for
Morocco
production
Africa and the Middle East are among the PSAs historic
markets, particularly for Peugeot and PSA Groups regional
strategy is now focusing on gradually expanding vehicle
production capacity in the heart of the region to serve
the interests of the Africa-Middle East markets. Potential
production volume is estimated to reach eight million vehicles
by 2025.
Carlos Tavares, Chairman of the Managing Board of PSA
Peugeot Citron and Moulay Hafid Elalamy, the Kingdom
of Moroccos Minister for Industry, Trade, Investment
and the Digital Economy signed an agreement to build a
manufacturing plant in the country. Once ready, the plant
will begin producing B- and C-segment engines and vehicles
as from 2019. Starting out with an initial production capacity
of 90,000 engines and vehicles, the plant will ultimately raise
output to 200,000 units in line with future market demand.
Automans take
This agreement rounds out the existing manufacturing
facilities in Nigeria and those being negotiated in Iran, and allows
PSA to lay the foundations today for its ambition of selling one
million vehicles in the Africa-Middle East region by 2025.
JUL 2015
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Automans Take
SsangYongs proposed SUV will live up to the Herculean task of taking on Jeeps most iconic and capable model thanks to a purpose-designed
four-wheel drive system and high departure and approach angles. It may be recalled that Ssangyong in the past had SUV called Korando in
mid-1990s which was relatively popular, especially considering it was sold well before SUVs and crossovers became hot sellers in Europe.
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JUL 2015
27
Spotlight
news
Classic beauties
and hotrods
JUL 2015
Beaulieu is an award winning attraction set in the heart of the New Forest National
Park in Great Britian. We visit this idyllic venue which promises something for everyone
including automotive fans. We bring this feature as an Automan special
Words: Chandan B Mallik
American car club Solent Renegades, as
stripped-down hot rods parked alongside
slammed American classics and pristine
custom cars.
Visitors were engrossed with immaculate
custom paint finishes, highly polished
engine bays and even the distressed rat
rod look, there were plenty of unique cars
on show this year. Bike fans were spoilt
by a multitude of two-wheeled machines,
ranging from beautifully crafted custom
bicycles, courtesy of club Crank Jesters, all
the way up to custom trikes powered by
V8 engines.
Visitors were kept rocking and rolling
to live music throughout the day. On
the Entertainment Stage, the Dotty Duo
performed vintage songs from the 1940s
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Stallion
on
Steroids
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Photographs: Supplied
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2015 Jaguar XE
Sporting
ambitions
After its elaborate global unveil in September last year,
Jaguars 2015 XE sedan is ready for action. Automan
attended the first drive global event in picturesque
Navarra in Spain last month and returned with more
than a reason to be impressed
Author: Chandan B Mallik | Photography: David Shepherd and Author
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JUL 2015
Jaguar is going
up against the
engineering and
marketing might of
Mercedes-Benz or
BMW. Theres every
indication the new
XE is just the type
of merchandise the
British brand had been
lacking all these years
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n
o
T
A
C
L
HEL
!
wl
o
the pr
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2015 Audi A6
Six in the
city
In what can be seen as a platform refresh, the
Audi A6 brings in styling upgrades and new
power packs to up its game.
Author: Raj Warrior
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Photographs: Supplied
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JUL 2015
The aluminium-bodied
2015 Ford F-150
brings huge weight
savings for North
Americas bestselling
pick-up
powertrain applications. Again depending
on markets, three of the available engines
carry over from the previous model and
theres one new engine. Meanwhile,
the previous top-of-the-line 6.2-litre V8
has been dropped altogether. The entry
level gets, a 283hp 3.5-litre flex-fuel V6,
a 325hp 2.7-litre EcoBoost V6, a 365-hp
3.5-litre EcoBoost V6 and a 385-hp 5.0-litre
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Hot Hot
Metal
Volkswagen created the Scirocco as a true
2-door hot hatch in the mould of the Golf GTI.
Now, comes the R version for a slightly different
audience. Automan checks out the car in UAE
Author: Chandan B Mallik | Photography: Nabeel Ferzan
JUL 2015
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Lexus RC F GT
Last month Lexus announced that it was set to
compete in the Time Attack class of the annual Pikes
Peak International Hill Climb. The car for the job has
been specially created and is an experimental version of
the RC F coupe.
Using the classic power-to-weight optimization
formula, the concept sheds about 800lbs than its
stock counterpart. This has been made possible by the
extensive use of lightweight composite materials inside
and out. The windows are made out of lightweight
and shatter resistant polycarbonate. The cars bonnet,
roof panel, boot lid, mudguards and the rear spoiler
are crafted out of carbon fibre. All these weight-saving
measures lower the RC Fs weight to 3,130lbs.
The lightweight treatment continues inside, where the
dashboard, the center console and the door panels
have been replaced by custom-designed carbon fibre
components. The steering is commanded through a
three-spoke wheel, and the coupe gains a pair of Recaro
bucket seats fitted with Takata harnesses and a full roll
cage.
Lexus has not made any mechanical changes, meaning
the GT concept is powered by a stock RC F-sourced
467hp 5.0-litre V8. Power is sent to the rear wheels via
an eight-speed automatic transmission controlled by
shift paddles. Final performance figures have not been
release as the coupe was still being fine-tuned when we
went to press. The regular-production RC F can reach
60 mph from a stop in just 4.4 seconds, so expect the
concept to be a lot faster. At the evetn, the car will be
piloted by Briton Justin Bell.
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Automan is the first automotive magazine in the Sultanate of Oman which introduced Car Of The Year [COTY].
This year, it is in its fourth iteration. As before, the selection criterion and the nomination categories remain
unchanged. This means all of the contenders are new vehicles available now or before years end in the Middle
East markets. Only cars and motorcycles which have been tested by Automans jury/editors are eligible for
nomination and the nomination process goes through two stages. In the first stage Automan will produce a list of
nominees in their respective segments and will be announced in June and December of the current year. The second
round will find the single winner of the respective categories that will be made announced in January 2016.
For this year, we also note the importance of design driving new cars and hence we have decided to include a
special award for design under Editors Choice.
Heres a list of the nominated cars and their respective categories till June 2015
Kia Sorento
Infiniti QX80
Mid-size SUV
Large SUV
Ssangyong Korando
Lincoln MKC
Small SUV
Small SUV
BMW X6
Lincoln MKS
Premium SUV
Large Car
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Lexus RC F Coupe
Cruiser/Road Bike
Performance Car
Nissan Juke
Volkswagen Touareg
Small SUV
Large SUV
Audi TT Roadster
Lincoln Navigator
Sports Car
Large SUV
Volvo XC90
Ferrari California T
Premium SUV
Sports Car
Ford Expedition
suzu MUX
Large SUV
Mid-size SUV
Sports/Supersports bike
Cruiser/Road bike
KTM RC200
Luxury Car
Sports/Supersports bike
Mazda CX5
Hatchback
Mid-size SUV
Renault Captur
Ford Mustang
Small SUV
Performance car
BMW X4
Premium SUV
Mid-size SUV
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Standings
Pos. Driver
Team
Time
Points
Nico Rosberg
Mercedes
1:30:16.930
25
Lewis Hamilton
Mercedes
+8.800s
18
Felipe Massa
Williams
+17.573s
15
Sebastian Vettel
Ferrari
+18.181s
12
Valtteri Bottas
Williams
+53.604s
10
Nico Hulkenberg
Force India
+64.075s
Pastor Maldonado
Lotus
+1 lap
Max Verstappen
Toro Rosso
+1 lap
Sergio Perez
Force India
+1 lap
10
Daniel Ricciardo
Red Bull
+1 lap
JUL 2015
Dovizioso in twelfth.
EG 0,0 Marc VDSs Scott
Redding finished 46.663s back
from Rossi in 13th, while Loris
Baz [Athina Forward Racing]
took the Open class victory,
and the final championship
point that was up for grabs
in 15th, just ahead of Aspar
MotoGP Teams Nicky Hayden
who crossed the line in 16th.
Hector Barbera and Jack
Miller were involved in a
crash on the very first lap
that resulted in the former
having to go to the medical
centre for checks on his right
leg, although he was later
declared fit. Alex De Angelis,
Eugene Laverty and Stefan
Bradl also crashed out; with
the latter finding out he had
fractured the scaphoid in his
right wrist after an X-ray at
the Medical Centre.
Rossis [163pts] victory, his
85th in the premier class,
means he has extended his
lead in the championship
standings over Lorenzo
[153pts] to 10 points with ten
races to go.
Nissan impresses at
Blancpain Endurance
Series race with
stunning victory
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A collectors world
You cant spend years in close association with automotive memorabilia without realising
that the genre has an allure and appeal that can suck in the very hard hearted among us.
After all, even a keychain with the flying Bentley wings, a cup with a Porsche logo and a
baseball cap with some racing logos counts for memorabilia.
But then, one mans collectible is another mans stock in trade. It is all a matter of relative
value. And being a member of the automotive press puts one in a unique position. If I
remember rightly, when my career began I would get excited in increasing degrees by
the value I attached to the logos on the handouts we received. That meant a BMW was
always more interesting than a Tata Motors. But after a couple of decades I realise that
Ive become inured to the concept.
Now, a keychain is just that, as is a cup or T-shirt. Now the value is attached firmly to
the quality of the underlying item. If its something I would like to wear or use, I keep it.
Anything else is immediately passed on to someone who isnt afflicted with my lack of
logo envy.
But thats not how it is always. I know there are some brands that I still value above and
beyond. Ive paid good money to buy branded merchandise from Ferrari, Lamborghini
and Lotus. Ive also bought a couple of motorcycle brand related items. But then I am
also trapped by my identity as an auto journalist.
I cannot wear a T-shirt or cap with an automotive brand sewn on it without the automatic
assumption being voiced that it is a handout. Nor can I gift anyone I know an automotive
tagged goodie without earning the sobriquet of a cheapo gifter. Ive been trapped out
early on in my career, having wasted good money. No more. Now I go the extra mile to
ensure that there are no logos besmirching the gift.
Raj Warrior is editor of Automan and has been in the thick
of the Automotive journalism field from the past 15 years.
Want to comment or have your say?
Email at raj@alroya.net.
Identify yourself or your message will be trashed and
your id blocked
Yet the appeal of the car logo is quite strong elsewhere in the world. Branded merchandise
makes up a significant part of a manufacturers halo. Take a brand like Ferrari for
instance. The Ferrari store is definitely mainstream. You can find one right outside their
factory gate in Maranello, in the Ferrari World at Abu Dhabi as well as in shopping malls
around the world. People are more than ready to pay a premium for the presence of the
prancing horse on the cup or cap.
Another brand that seems to be more connected with its merchandise than its core
products is Harley-Davidson. The undercurrent of a bad boy image is central to the draw
of the brand, although there is nothing overtly bad boy about the bikes itself. What is a
Harley-Davidson badge without a skull lurking somewhere in the background? It seems
like there a lot of middle-aged wannabe Hells Angels out there.
But the true collectors of the automotive world are the gentlemen and ladies who are
ready to put their big money where their mouths are. They buy the one-off editions, the
collectible supercars and power the extremely large business in classic and vintage cars
and bikes. Its for these big spenders and committed collectors that brands make unique
cars. Ive had the good fortune to see a whole bunch of FXX cars sitting in Ferraris
garage, kept for the collector who knows that he is onto an appreciating asset. The next
shed had retired Formula One cars owned by the same breed.
Of course the very best of the breed also spend on the paraphernalia of collecting. Pour
in a few millions into a climate controlled garage, hire a specialist to help you source
and maintain the inhabitants of this palace and once in a while take out a particularly
appealing model to drive around town. Of course you have to have the money in the first
place but you also need the desire and commitment. That is something that cant be
bought. Whether you are in the market for a supercar or just a coffee cup with the logo
on it, you have to be a collector at heart to make it work.
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JUL 2015