Candy Apple Red
Ferrari. Great cars, right? The brand symbolizes fancy, fast Italian engineering at its best. The logo of the bucking horse excites all the right instincts, makes you feel younger and more powerful just looking at them. But Ferrari is a premium brand, and beyond attainable for most people. Ferrari makes racecars and sports cars, and while other brands like Mercedes used to rival Ferrari’s sports lines, they all sold out and have manufactured sedans and even more utilitarian vehicles. Ezio Ferrari, the founder of the namesake company, would speak with disdain how the others have lowered themselves to sell to the baser masses. The red cars with the stallion brand were the outsiders in the automobile world since the 1930’s, always a little out of reach.
Let’s imagine that Ferrari decides to get into the consumer automobile business and designs not a family sedan or even a station wagon, but a minivan. You watch with eager anticipation as the press releases come in. The CEO of Ferrari, the heir to the founder of the company himself, presents the Ferrari Mini to thunderous applause at one of the most prestigious events in the auto industry. The Detroit Auto Show is abuzz about the Ferrari minivan almost a year before it is available. Pre-orders are accepted months in advance and even though it is a little more expensive than other minivans, it is still within reach of you and your budget. Besides, you have always wanted to own a Ferrari.
Finally the day approaches and you stand in line at the dealership to buy the Ferrari Mini. It’s available in only two colors (Ferrari Red and Jet Black, the only ones anybody really wants) and has no performance measure that is above or beyond what other minivans offer. Plus, it’s more expensive and has lower fuel economy. But, it has the shield with the horse on the front. And it looks so sleek and awesome.
That day is a flurry of activity. There are a few hiccups with getting the titles processed because so many people are buying one at the same time it temporarily bogs down the DMV servers, which is a little annoying but more a badge of honor that you are part of this elite group that has such power.
As you get into your new Ferrari Mini, you are told that if you have any trouble within 30 days, bring it back for a refund. This is the icing on the cake, you leave with confidence. As you get out of the dealership you feel great, the leather seats are comfortable, the controls are easy to follow and it drives smooth. The cargo capacity seems a little cramped and the stereo system installed is integrated into the dash in such a way that it cannot be changed. But, you don’t plan on moving a refrigerator and the stereo sounds excellent so it fits the bill nicely.
But before you get home, you figure out that it doesn’t turn left. There is not even a left turn signal. Stumped, you return to the dealership (making a few extra right turns to get there, of course). The salesman acts puzzled. “It’s a Ferrari” he says. While you understand that part, you really thought it would turn both directions, this one must be defective. Unfortunately, they are out of stock, all of the ones on the lot already committed as pre-orders. But he will honor the 30 day return policy and expects some more in a week or so.
So, you take it home, utilizing extra right hand turns to make it there, but hey – you get to see a lot of the neighborhood now. Parked in your driveway it looks beautiful. The neighbors comment “nice Ferrari.” Pride wells in your chest and you start to find reasons to take it out and show off the Mini. You also find out that the headlights have only one setting, and driving out of town at night becomes tricky without high-beams, but who wants to drive there anyway, when nobody can see you. One other annoying feature is that it has no spare tire, but Ferrari covers any tire damage for the first year, and nobody wants to get dirty changing a tire. Plus, you always feel like you are flying, you are able to reach high speeds quickly even though the trip to where you are going never seems to be any shorter (but that just might be the turns.)
Two weeks go by, back to the dealership. By now you have adapted to the inability to turn left. You don’t leave town at night, and have long forgotten about the lack of a spare tire. The new replacement Mini looks every bit as good as the original, and it, too, fails to turn left. You know you have the option of returning it for a refund, and you could always buy another minivan to do the same things for less money. Ah, but then it wouldn’t be a Ferrari. You decide just to keep the one you have and deal with it. Maybe sometime in the future the small problems will be fixed.
Six months go by and folks are still impressed by your ride. But now, the same model is being offered at the dealership for a steep discount. It hurts a little bit and now ownership has become more accessible; you begin to see more and more Ferrari’s on the roadways. They are nice to look at, though, and everyone is sharing the same trouble. Left turn lanes around town are barren wastelands while right lanes are choked with drivers of all types.
Another six months and Ferrari announces improvements. New models offered this year will incorporate a fantastic feature, high-beam headlights. They will also have the ability to signal left turns. The new model will sell for the same price as the one you bought last year, but you can trade yours in and sign a new lease and has a reduced down payment. Again, you get in line and wait for the new Mini 2. You get in and find that even tough it looks exactly like its older cousin, it’s even better than the original (which you have traded in). The controls are even easier to use, the turn signal knob goes down, and there is a switch for the high-beam lights. For awhile you just sit and blink the headlights with childish amusement.
Leaving the dealership, you still cannot turn left. Oh you can signal, but can’t make the wheel turn in the correct direction. By now, though, you know every way to get to anywhere you need to go with just right hand turns; and besides, according to the Ferrari CEO, those turns are better anyway because you can do them on red. Still no spare tire, but the first one never needed a replacement. It is, literally and specifically, everything that was promised.
Following the example from the last year, in six months the Mini 2 becomes cheaper. A free dealer update changes the gauges slightly to optimize the new driving you may be doing at night out of town. Everyone, it seems, loves the Ferrari Mini and it is seen as the new standard of family driving.
On the anniversary of the Mini 2, the new and improved Mini 3 is released, and it adds even more features. Now, the wipers have a variable speed (funny how you had not ever noticed that before) and as a response to the desires of its loyal owners, it is able to turn left. Ferrari announces they will offer an upgrade to Mini 2 owners so they can be modified to turn left, as well, but unfortunately the Original Mini has a chassis design that makes it impossible to ever turn that direction.
You are compelled to get the new one. You sign another lease, place another down payment, and drive off in your Ferrari Mini 3, able to turn left and change the speed of your wipers in the rain. You can now do almost everything other minivans can do (except have a spare tire or change out the proprietary radio to something else, but that’s ok, the Ferrari brand radio is pretty sweet, anyway.)
Predictably, six months goes by and the price drops. Another six months and a new model arrives. The Mini 4 has a new body design that is beautiful, it looks like a racecar had a baby with another racecar and this is its nanny. Tinted windows are stock; the radio (while still unchangeable) has more presets and now can even play compact discs. The lights not only go bright and indicate direction, but also dim when they see traffic is coming. The interior is the epitome of comfort and style, and its five passengers (two less than many other minivans, but all you really need for your family) are afforded a minimum of eighteen beverage holders. The cargo compartment in the back has even been expanded so it is nearly the size of what is found in other vehicles in its class.
Shortly after the release of the Mini 4 to record-shattering scales, Ferrari announces that the speedometer has never been right, and the reported speed all along has been a little too high. But no worries, new gauges that the dealers will install for free will correct the problem. Mini owners everywhere applaud the bravery shown by Ferrari in owning this mistake and correcting it.
What happened? A company that had never built a passenger vehicle before entered the minivan market, offered a model with substandard performance and features at an inflated price, and its only innovation was the emblem on the front. Almost an entire Presidential term has gone by, you are still in a three year lease (because you keep re-signing) and you finally have a vehicle that is almost as good as the ones offered by other companies all along and at this point you could have bought two others. You have found reasons either to ignore or justify the flaws of the minivan, even those that seems suspect (two-speed wipers, Ferrari, one of the speeds is “off”). And you were not alone in overlooking the flaws. Others around the country put up with them, made jokes about them, diverted traffic around them, but ultimately never demanded a change.
How would this have played differently if all the owners of the original Mini had returned it as soon as they found out it was inferior, even dangerous at times being unable to turn left? Would there have ever been a Mini 2, let alone a Mini 3 or Mini 4? How does the brand identity supersede performance and substance?
But this story is just fiction. There is no way anything like this would ever happen for real. Not in this country. Not in the second decade of the 21st century.
Never would happen, would it?