Issue 1277
December 11, 2024
 

About The Autoextremist

Peter M. DeLorenzo has been immersed in all things automotive since childhood. Privileged to be an up-close-and-personal witness to the glory days of the U.S. auto industry, DeLorenzo combines that historical legacy with his own 22-year career in automotive marketing and advertising to bring unmatched industry perspectives to the Internet with Autoextremist.com, which was founded on June 1, 1999. DeLorenzo is known for his incendiary commentaries and laser-accurate analysis of the automobile business, automotive design, as well as racing and the business of motorsports. DeLorenzo is considered to be one of the most influential voices commenting on the business today and is regularly engaged by car companies, ad agencies, PR firms and motorsport entities for his advice and counsel.

DeLorenzo's most recent book is Witch Hunt (Octane Press witchhuntbook.com). It is available on Amazon in both hardcover and Kindle formats, as well as on iBookstore. DeLorenzo is also the author of The United States of Toyota.

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Tuesday
Mar232021

DOES ANYBODY REALLY KNOW WHAT TIME IT IS?

Editor's NoteSince Peter is attending to some other pressing issues this week, we're reprising one of his most-requested columns. We have updated "On The Table," "Fumes" and "The Line" for your reading pleasure, however, and we will add to those columns - as the need arises - the rest of the week. Enjoy. -WG

 

By Peter M. DeLorenzo

Detroit. With those lyrics from one of Chicago’s early hits barely audible in the background at 1:30 Tuesday morning, I’m not sure the time is right to think about… time. But here we are. 

We can make good time, we can attempt to compress time (yeah, right), we can use time to our advantage, we can watch the time and we can fret about time. We can change the time but only on our clocks, because it keeps ticking. And ticking. And ticking.

The time goes by fast, or so “they” say. But what about when things seem to take forever? What about when the guy in front of you at the bank is getting a boat loan? At the drive-through window? What about when time stands still? Then again there’s a time for everything, either that or the time is now, at least sometimes anyway.

We can glance at it, look at it, lose track of it and run out of it. We can schedule it and attempt to manage it, but who’s kidding whom? Time manages us. It dictates our days, weeks, months and years. It tells us when to leave, when to get there, how to plan ahead and how to save the date. 

Yes, we can go back in time, if only in our thoughts and memories and images. Or we can certainly dream about time, should we choose to. I fantasize about time traveling between seconds, where I live for moments or years in a totally different time and place, and then I’m back a second later. I’d have drinks with Ulysses S. Grant. I’d be a fighter pilot in a WWI dogfight. I’d be a crew member for the Lotus Team at Indianapolis in 1963. I’d be there when Mary Shelly wrote Frankenstein. I’d investigate the Strange Case of Dr. Jekyll and Mr. Hyde through the fog-shrouded streets of London. I’d race a Ferrari in the Targa Florio. I’d be there when Chuck Yeager broke the sound barrier in the Bell X-1. Tripping through time, lost between seconds.

There’s the inevitably of time, of course, as in the classic “time waits for no one.” Time is short, but is it really? Chris Rock famously said that life is long if you’re not happy. Truer words were never spoken. Time drags without passion or purpose. The drudgery of the day-in, day-out rote regurgitation of life can crush anyone’s soul.

You can lament bad times and remember good times. You can keep time, do time and squander time, but that wouldn’t be making the best use of your time, now, would it? What would we do without time? Would we live by the movement of the sun like our ancestors? Would life slow down if our lives weren’t dominated by schedules, appointments and… time? 

(I’m somewhat amused by the impact of the TikTok craze. Frittering away time to the beat of social drums? What a perfectly contemporary concept, and monumental waste of… time.)

The inexorable march of time consumes our every waking moment; in fact, it looms over our heads like a giant Big Ben hanging in the sky. And what can we do about it, exactly? Not much.

Let me clarify that. Time shouldn’t hang over our heads, just the opposite in fact. Time should be cherished. It should be relished and exulted in. Savor every moment, because it turns out that is the best use of our time. 

I’ll leave it to Chicago to close things out: 

Does anybody really know what time it is?
Does anybody really care?
If so I can't imagine why
We've all got time enough to die

And that’s the High-Octane Truth for this week.

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