When The Car Is The Real Star?
A recent press release that landed in my inbox was from Lamborghini about the Gallardo featuring in the Tom Cruise starrer Mission Impossible: 3 quite prominently. Apparently, the movie's cast arrived in ten Gallardo's to the movie's premiere in Rome.
The connection between cars and Hollywood is not a recent one. Cars have been the stars since James Bond was born. The British agent was one of the reasons why Aston Martins are considered iconic. So effective was James' rub on Aston's image that German carmaker BMW decided to hijack Bond from under Aston's nose and manage to get the rub for some of its cars. BMW not only placed Bond's butt in the diminutive Z3 but also the lavish 750iL and the futuristic Z8, not to mention the R1200C cruiser. It was only with die Another Day that James Bond returned with Aston Martin again, perhaps now a healthier Aston Martin under Ford was ready to support the movie.
There are others too who have had cars (and bikes) as the stars. Nothing gave a rub to Honda Civics and Mitsubishi Lancer Evos and Eclipses than the two The Fast and the Furious movies. Cruise's earlier MI: 2 made a Triumph Speed Triple look delicious while admit it or not, the Spyker C8 Laviolette in Basic Instinct 2 looks better than the female lead.
So what do companies get out of this infatuation with Hollywood? A positive image in a hot movie is often better than 100s of adverts and many editorial pages. A bad movie does no wonders for anyone. So for instance, a Biker Boys did not give the rub to the Hayabusa or the ZX 12R or the R1 or the Ducati 996S or GSX 750, all featured prominently in the movie. It did not make a star out of it. The cult hit serial from the 80s - Street Hawk - did make the bike a star but then no one Not for a reason did Spyker fend off heavy competition from Mercedes-McLaren SLR to get close to Sharon Stone in BI 2. For a boutique manufacturer like Spyker to be associated with a major Hollywood movie is a major achievement and casts the limelight on the company in one stroke. This will ensure that Spyker's entire production of 80 odd cars every year will stay sold out for a decade.
So important is product placement in movies for international carmakers that some have sections in their marketing departments to work on this aspect uniquely. After all an unflattering use of a product can be really damaging to the product's image. And who else but Tata Motors can vouch for that. While the RGV factory production Road made the Tata 1210 truck a star when it catches up with a Safari, it did nothing great for the Safari's already dodgy image.
In fact, product placement by Indian car manufacturers is often bad, bordering often on slanderous. While Maruti did well to associate the Swift with a blockbuster like Bunti aur Babli, not many will recall seeing the Swift in the movie. In fact the biggest car stars in Indian moviedom have often been the ambitious creations of stylist Dilip Chabbria. No one remembers a movie called Tarzan - The wonder car but everyone does remember the car.
By Deepesh Rathore.
Visit the Blog about aston california martin stockton2007 Aston Martin V8 Vantage Car Review
You'll Like This Car If: If you enjoy a classic combination of sensuous sheetmetal and a well-connected chassis, the V8 Vantage won't disappoint. Its 4.3-liter V8 is a visceral yet viable piece of machinery, offering performance more accessible than its $115K price point might suggest. In contrast to the Vantage's day-in, day-out capability, the performance parameters demonstrated by many of its more exotic brethren (Porsche 911 Turbo, Ferrari F430) are not as accessible, often requiring a private track to properly demonstrate and/or enjoy.
You May Not Like This Car If: If your dream coach is one capable of carrying you, a companion and two weeks' worth of luggage, the V8 Vantage will disappoint. Its interior is generous within the context of the genre, and it does offer space for two (reasonably) well outfitted travelers, but don't press the V8 into service for runs to the airport or Home Depot. The V8's proportions constitute an extension of the driver, assuming that driver is neither 300 pounds nor a serial shopper.
Exterior: With the popularity of Aston's direct competitors (Porsche 911, Mercedes SL) making their shapes---at least in major metro areas---almost commonplace, the aggressive, albeit mature, lines of the V8 Vantage demand your attention. While some might draw comparisons with Jaguar's XK Coupe, the smaller Aston offers a visual balance speaking to both the carmaker's storied past (Aston Martin won LeMans in '59 with Carroll Shelby as co-driver) and now-promising future. The V8's front is dominated by Aston's traditional grille and (optional) xenon headlamps, while its profile is marked by a compelling side vent and strake and the roof tapers provocatively to a functional hatch and integrated spoiler.
Interior: In what Aston describes as "a synthesis of high technology and hand-crafted elegance" the prospect is struck by the Vantage interior's authenticity and comfortable accommodation. The leather seating epitomizes its "bucket" descriptive, but will realistically accommodate a "wide" variety of dimensions. Speedo and tach are front and center, and feature an organic electroluminescent display, more easily read---we're told---than more conventional LCDs. Finally, the tach---reading to 8,000 rpm---registers counterclockwise, a process which should amuse throughout the ownership period. Everything---as reviewers are wont to say---falls readily to hand, with few of the ergonomic nightmares that often befall the limited production sports car.
Notable Standard Equipment: The list of standard equipment is fully appropriate to a $115K purchase. Functionally, the base model includes Dynamic Stability Control, Traction Control and Electronic Brake-force Distribution. Inside, you're supported by a full-grain leather interior, remain comfortable with automatic temperature control and kept secure by an alarm and immobilizer.
Notable Options: Typically, we'd note the attractiveness of the Sportshift manumatic, navigation system and premium 700-watt sound system; however, ordering a Vantage V8---or anything from Aston Martin---is anything but typical. A choice of twenty exterior colors and twenty interior hues is augmented by "Out of Range" paint (you want Miata yellow---you can get Miata yellow) for $1,595 or "Match to Sample" paint for $3,785. You can spec the interior in a similar manner. The Sports Pack provides more aggressive Pirelli tires in combination with alloy wheels finished in an anthracite finish. Notably, not every addition requires a four-figure check. Fine stitching is only $220, a color-keyed steering wheel is under $300 and piano black fascia trim is $750. Personalization of this order is rarely this inexpensive.
Pricing Notes: A Manufacturer's Suggested Retail Price (MSRP) of $114,550 confirms the Vantage V8 as expensive. However, among a growing number of big-buck GTs from Ferrari, Lamborghini and Maserati, this Aston seems almost attainable. With the gas guzzler penalty and transportation, along with typical options, expect to invest around $125K for a V8 built to your order.
Driving Impressions: Everything in the Vantage's new spec is designed for the driver. Beginning with a bonded structure composed of aluminum alloy, steel, magnesium and composite materials, Aston installs a 4.3-liter V8 and rear-mounted, six-speed manual transmission. The balanced 49/51 weight distribution is immediately evident, as is the powertrain's relatively flat torque delivery. As Aston suggests, the driving characteristics are perfect for both track days and shopping treks, helped in no small part by precise shifting, reasonable visibility and accurate rack-and-pinion steering. The multi-link suspension is well controlled, and supplies prodigious grip and adequate comfort even on the pock-marked pavement of our urban test.
By Siree Chamberlain.
