JUNE 26, 2024

The original - and still our favorite - Autoextremist logo. 

The AE Quote of the Century: Everybody loves The High-Octane Truth. Until they don't. -WG 

Editors' Note: THE GM MARKETING MESS. As I have said repeatedly over the nearly two-and-one-half decades of writing for this website, the automakers that have a brand image and don’t have the first clue as to what to do with it, or worse – have squandered a great brand legacy because of cluelessness, ineptitude, or both – draw zero sympathy from me. We have a living, breathing example of this playing out right now at General Motors, which has completed the ad agency "review" that began in January and announced a major overhaul of its agency roster this past week. According to a report in Automotive News, incumbents Commonwealth/McCann and Leo Burnett Detroit are losing large chunks of business, as GM brings a new group of agencies on board to oversee creative content and customer relations management. Agency additions include Stagwell’s Anomaly and 72andSunny, along with independents Mother and Preacher. (Anomaly will have lead duties on Chevy, Mother will lead Buick, 72andSunny has Cadillac and Preacher gets GMC.) They will be supported by S4-owned Media.Monks, which will “bring a modern approach to real-time, efficient content development,” GM said in a statement. (Cough, hack, right.) This latest brilliance is courtesy of CMO Norm de Greve and his much-loathed henchman, Tony Weisman, a guy who painted himself in the "un-hirable" category before de Greve resurrected his stagnant career. Together with longtime GM Executive Molly Peck, now GM's Chief Transformation Officer, this stumblebum trio (brain trust?) is hell-bent on shaking things up and is convinced that this is the way to go. Clearly, they think they've got it goin' on, but this just in: They don't. This is such a giant, steaming bowl of Not Good that it makes me physically ill. Explaining the shakeup, Peck explained that GM brand leaders will "hold the strategy," (there's mistake number 1), while the creative agencies will “lead the creative vision — the brand, the look, the tone, the feel, the major campaigns. And then Media.Monks will take those assets and leverage them to reach consumers in a very fast, efficient and prolific way.” (Talk about quintessential Marketing Hack speak!) We're feeling that this is a recipe for disaster. The on-boarding of these agencies alone will take a full twelve months at least, in an environment that doesn't even remotely have that kind of time. The most telling bit in the announcement? "Peck suggested GM’s new creative shops could move some people to Detroit. GM is also beefing up its hiring of internal marketing staff in the region. “We sought out the very best agencies possible, no matter where they were located, geographically speaking,” Peck said. “That doesn't mean that we’re moving away from a Detroit-based presence, though.” Guess what? Every single one of these agencies will be expected to have offices here, and then the cycle will start all over again. Are these shops good? Yes, of course, but once they get sucked into the swirling maelstrom that has defined GM marketing for decades, they will become deballed in a matter of months and lose their collective soul. You can count on it. Why did this even happen in the first place? As I've pointed out previously, CEO Mary Barra continues to listen to the ex-Silicon Valley hacks on GM's board, which is akin to GM's True Believers consulting New York Ballet operatives for advice on how to build the next Corvette. The High-Octane Truth is that Barra has never had even a shred of a feel for marketing. She - and GM - continue to flail in the marketing arena, and this latest agency upheaval just kicks the can down the road. The current roster of GM marketing operatives is inept and incapable, and sadly, we predict this won't move the brand image needle one bit for GM, or its divisions. Pathetic. -PMD & WG

(Bugatti images)

A Bugatti is not in any way, shape or form a "normal" enthusiast machine. If anything, a Bugatti is a state of mind, free of any traditional thinking or anything remotely rational in terms of price. This next-generation Bugatti hyper sports car - the Tourbillon - is powered by an all-new 8.3-liter naturally aspirated V16 engine – designed and engineered by Cosworth – paired with a front e-axle with two electric motors and one electric motor mounted at the rear axle. In total, the Tourbillon produces 1,800HP with 1,000 from the ICE itself and 800HP from the electric motors. It’s an "extraordinary achievement" according to Bugatti PR minions, delivered thanks to a host of cutting-edge materials and technology. Especially given the fact that the Veyron achieved 1,001HP from its 8.0-liter capacity engine with four turbochargers, and the new V16 is completely naturally aspirated, is constructed from lightweight materials and weighs just 252 kg.

The electric motors are powered by a 25-kWh oil-cooled 800V battery housed in the central tunnel and behind the passengers. With four-wheel-drive and full torque-vectoring, it offers ultimate traction and agility. The front e-axle houses two electric motors, with a further motor on the rear axle, for a total of 800HP from the electric powertrain system. The electric powertrain, with the electric motors spinning up to 24,000 RPM and a fully integrated dual silicon-carbide inverter, is amongst the most power-dense in the world. The e-axles are delivering over 6 kW per kg of e-axle mass, including inverters, motors and gearboxes. While power, throttle response and torque-fill are priorities for the electric powertrain, the relatively large energy content of 25 kWh allows for an all-electric range of more than 60 km/37 miles.

In the automotive industry, it is fairly common when a new model is heavier than its predecessor, especially when the new model adds a hybrid powertrain or more performance. But the new Bugatti Tourbillon goes against the grain by offering significantly improved performance with a very powerful electric powertrain system, plus a large battery pack and yet, it weighs less than the Chiron, which "is a testament to the incredible engineering behind the Tourbillon," according to the manufacturer.

Mate Rimac, Bugatti CEO, said: “We look back through Bugatti history at the creations of Ettore and Jean and you can immediately see that they refused to compromise. The amount of patents Ettore had to his name was incredible, because he didn’t ever want the simplest solution, he always wanted the best solution, even if it didn’t exist yet. He’d go away and he’d build it, test it and refine it until it was perfect. And then he’d make it beautiful. It is why the cars are so revered today, and it is the driving force behind everything we have done with Tourbillon.

So yes, it is crazy to build a new V16 engine, to integrate with a new battery pack and electric motors and to have a real Swiss-made watchmaker instrument cluster and 3D-printed suspension parts and a Crystal Glass center console. But it is what Ettore would have done, and it is what makes a Bugatti incomparable and timeless. Without that kind of ambition, you might create a great hyper sports car, but you wouldn’t create an icon Pour l’éternité’."

The Bugatti Tourbillon now enters its testing phase, with prototypes already on the road in anticipation for customer deliveries in 2026. A total of 250 examples will be built, with a starting price of (ahem) 3.8m EUR net. Hand assembly will take place at the Bugatti Atelier in Molsheim, following the final W16-powered Bugatti models, Bolide and W16 Mistral. Watch a video close-up - with great audio - of the Bugatti Tourbillon accelerating through the gears to top speed, with all 1800HP present and accounted for here.

(Jeep images)

Editor-in-Chief's Note: Never missing an opportunity to wring every last possible dollar out of their aging product line, Jeep operatives have announced that the V8-powered Wrangler - the 392 - will be back for an encore in 2025. This after calling the '24 model the "Final Edition." “When news broke in March that Jeep Wrangler 392 was roaring off into the sunset, the comments, coverage and conversation showed us that the Jeep community isn’t quite ready to say goodbye to the V-8-powered Wrangler,” said Bill Peffer, senior vice president and head of Jeep brand North America. “Jeep brand listened and will continue the 392 Final Edition into the 2025 model year.” Admittedly the only Wrangler I would ever consider, the 392 returns with the following added to the stuff already present on the '24 model: Class-exclusive 6.4-liter HEMI® V-8 delivering 470HP and 470 pound-feet of torque; 0-60 mph in 4.5 seconds and the quarter mile in 13.0 seconds; Standard 8,000-pound-capacity Warn winch; 11.6 inches of ground clearance; 34.5 inches of water fording, heavy-duty rock sliders and more; and Trail Rated capability in any condition with Selec-Trac two-speed transfer case, intuitive full-time four-wheel drive, heavy-duty wide track Dana 44 axles with Tru-Lok electronic locking differentials and electronic front sway-bar disconnect. Production of 2025 Jeep Wrangler 392 will begin in Q1 2025, with orders opening later this year. How much? Well, the current Jeep '24 Wrangler 392 stickers for a whopping $102,485. Which is a rolling testament to how truly out-of-whack Jeep pricing is. So, expect this final "Final Edition" 2025 Jeep Wrangler 392 to cost, oh, probably at least another 10 grand more. That won't include the expected dealer mark up, of course. And so it goes. -PMD

(BMW images)

BMW has unveiled the fourth generation of its midsize X3 "SAV." The 2025 X3 features a new exterior design language, high-quality materials, a more generous standard specification, advanced digitalization and the new BMW iDrive with QuickSelect based on BMW Operating System 9. The new BMW X3 has "major improvements in efficiency and dynamic performance to both the 4-cylinder and high-performance 6-cylinder variants, and these changes coincide with a change to the model designations," according to BMW PR minions. The two new models will be badged BMW X3 30 xDrive and BMW X3 M50 xDrive (dropping the letter “i” from the model name that previously indicated fuel injection ). In the future, the letter “i” will only be used in the names of all-electric BMW models. The 2.0-liter TwinPower Turbo 4-cylinder in the BMW X3 30 xDrive has 48V mild hybrid technology; the engine and the 48V hybrid system combine to achieve a total system output of 255HP between 4,700 and 6,500 rpm and peak torque of 295 lb-ft at 1,600 and 4,500 rpm. This enables the new BMW X3 30 xDrive to accelerate to 60 mph from rest in six seconds flat. The engine in the new BMW X3 M50 xDrive is one of the first to benefit from the new Efficient Dynamics Next technology package, and its M TwinPower Turbo technology has been upgraded by increasing the performance of the turbocharging system and indirect charge air cooling at the same time as introducing dual injection for mixture preparation as a function of load point. The engine and the 48V hybrid system combine to achieve a total system output of 393HP between 5,200 and 6,250 rpm and peak torque of 428 lb-ft between 1,800 and 4,800 rpm. As usual, there's much more to the new X3, and those interested will be able to find out more at BMW's website. The X3 became BMW's best-selling model in 2023. The 2025 version of the BMW X3 will be built for the US market at BMW Group Plant Spartanburg, South Carolina. Its market launch will get under way in the fourth quarter of 2024. How much? 2025 BMW X3 30 xDrive: $49,500. 2025 BMW X3 M50 xDrive: $64,100 (plus $1,175 destination and handling).

(Images courtesy of SportsCarDigest.com)

Speaking of car shows we would love to attend, we'd like to thank the folks at SportsCarDigest.com for these pics from the 2024 Concorso d'Eleganza at Villa d'Este. It's the annual exhibition of rare, classic and contemporary cars along the shore of Lake Como. What's not to like?

Editor's Note: Check out Peter's podcast with Andrea Hiott of Forever Motoring here. -WG 

Letter from L.A.

By Tom Pease

Beverly Hills. This Sunday was the 29th iteration of the annual Rodeo Drive Concours D'Elegance, the free event that closes the shopping area of Rodeo to show off some pretty cool cars. This year was sponsored by O’Gara Coach, which showed off the Lucid line of electric cars, and the upcoming “Beverly Hills Cop 4.” As is usual, it was a warm morning and crowded even upon opening so I skipped the Lucid display (I can see it at Century City mall) and the movie stuff (I’m still owed a refund for BH Cop 3). But there was much serious eye candy, including a Bugatti Type 57, a rare Kaiser Darrin with a factory (removable) hardtop, a gorgeous Rolls Silver Wraith convertible, and the annual appearance of Beverly Hills’ first fire engine, a 1928 Ahrens-Fox that was one of only five built, in service until 1966, and kept in showroom condition at the Rexford Drive fire station. The (stunning) 300SL Cabriolet looked almost pedestrian by comparison.

If you’re in SoCal on Father’s Day next year plan on stopping by. But bring a hat and sunscreen.

The AE Song of the Week:

 
Listen to the girl
As she takes on half the world
Moving up and so alive
In her honey dripping beehive
Beehive
It's good, so good, it's so good
So good

Walking back to you
Is the hardest thing that
I can do
That I can do for you
For you

I'll be your plastic toy
I'll be your plastic toy
For you

Eating up the scum
Is the hardest thing for
Me to do

Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
Just like honey
(Just like honey)

"Just Like Honey" by The Jesus and Mary Chain, from the album "Psychocandy" (1985).* Written by James McLeish Reid and William Adam Reid. Publisher: DOMINO PUBLISHING COMPANY. Lyrics licensed and provided by LyricFind. Watch the Official Music Video here. 

*This song is about cocaine addiction. The album Psychocandy makes several references to cocaine, including the name of the album itself ("candy" being slang for cocaine). The line, "walking back to you is the hardest thing that I could do" implies addiction. Cocaine is described as "good, so good; it's so good." "I'll be your plastic toy" represents enslavement to the drug. This song is featured in the closing credits of the movie Lost in Translation. As the leadoff track and third single off Jesus and Mary Chain's debut album, Psychocandy, this song was the band's first big hit, peaking at #45 on the British charts. This song was on their setlist when the band first performed on the televised UK music show The Tube in 1985. The drum intro is quite famous; it was borrowed from "Be My Baby" the 1963 hit by The Ronettes. The intro was originally played by Hal Blaine. (Knowledge courtesy of Songfacts.com)

Editor's Note: You can access previous issues of AE by clicking on "Next 1 Entries" below. - WG