The Death of the Iconic Racing Livery, And What Teams Must Change to Revive It
This article examines those underlying drivers and explores what teams can do, in practical terms, to recover some of the cultural and commercial power that liveries like Alitalia and Martini still command decades later.
Chinese EVs: Strategic Options for Legacy Carmakers
Chinese EVs are reshaping Europe’s car market. This hub summarizes the strategic options for European automakers: brand, longevity, and racing-driven emotion.
What EU EV Rules Miss: The Concept Of a 100-Year “Forever Car”
A car that lasts 100 years will not save the climate on its own, but in a world racing toward disposability, permanence remains one of the few forms of value that cannot be cheaply copied or, crucially, marketed.
And that may be the most important advantage legacy automakers still have.
The “Forever Car”: Why Longevity Is the Luxury Advantage Against Chinese EVs
“In a world racing towards even more disposability, permanence is luxurious.”
In my previous article, I argued that the “Quartz Crisis” that reshaped the Swiss watch industry offers a blueprint for how legacy automakers can survive, and even thrive, as Chinese EVs remake the global car market. I made the case that legacy brands should lean into their heritage, move upmarket, and treat ICE not as a liability but as an emotional asset.
There is one dimension of that argument worth expanding: longevity.
A high-end mechanical watch can cost as much as a very exotic car, yet it can last multiple lifetimes with proper servicing; that comparison is not trivial. If a luxury watch is worth five or six figures because it endures, then what does it say about luxury car pricing for a vehicle that is expected to depreciate to scrap within a few decades at most?