In 2009, I wrote a short story about not going back. I thought of the Moon, because it’s the 40th anniversary of Apollo 11. The dozen or so people who walked its surface had demonstrated unwavering courage and commitment that went far beyond the compass of the maximum, each and every one of them. other mortals. They themselves were by far the maximum reliable and displayed detail of the entire 2,800-ton rocket on which they had strapped themselves. And they were heading into a dark, hostile void, roughly a quarter of a million miles beyond any option. rescue.
Their only real-time connection was a low-bandwidth radio signal with voices over a bed of interference and a black-and-white video of a snowstorm. For the total planet Earth that seemed from the center to the mouth below them, it clearly underscored the distance and danger of the undertaking.
Space flight had to do, first of all, with the strength of nations and then with the price of science. Today, the main qualification is wealth. It is driven by the egos of hyper-capitalists who position themselves far beyond the confines of earthly institutions. I guess Musk, Bezos, and Branson think that because enough people gave them enough money, they gained legitimacy equivalent to that of a nation. -state.
After they leave, they go on to greet paying local tourists, and then those beautiful spectral photographs of Armstrong and Aldrin will be usurped by extraplanetary Instagrammers. Bringing those few into space will distract us from improving the lives of the many on our planet. At this point, we will actually wish that humanity would never return.
But at what point will we wish Lancia would never come back?Lancia will be relaunched this year as Stellantis’ electric logo. His article features brutal rally shots winning the Integrals and Stratos, as well as the charming Aurelias of the ’50s and the Lambdas of the super-complex ’20s. It’s a car-worthy undertaking equivalent to an area flight.
But spaceflight no longer belongs to the Saturn V era, just like Lancia. Well, nowadays some buyers would possibly buy rally cars, and a small percentage of that small percentage know the captivating Fulvia, and a small percentage will still know those quirky classics. that made Lancia an aristocrat. But at its heart, Lancia is a dead brand.
It’s conceivable that if an organization of Stellantis designers and marketers needs to create an emerging brand, they would do well to follow the lead of Lancia’s most productive past designers. But if the public starts stirring up the stones of Lancia’s living memory, they will. most likely to locate as many worms as jewelry.
The same goes for Jaguar. Jaguar won Le Mans and built epic sedans and sports cars. He’s a clever source of inspiration for the other people within the Gaydon Development Hive. But for those who haven’t attended vintage car events, the word Jaguar, like most, probably means a time-worn diesel X-Type. It’s not a good option as Jaguar attempts a new take-off in 2025.
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