Engineering Emotion
The love that enthusiasts have for their automobiles is hard to explain to people not equally inclined; it is just a cold machine after all. And maybe love is too strong of a word anyway, since most enthusiasts that I know do not actually love their car like an aging baby boomer loves a 1969 Camaro as it sits in a row of equally loved old relics at the local Denny's on cruise night. That is nostalgic ardor and schmaltzy sentimentality.
No, real enthusiasts love the experience to be had by driving the car. They're thrilled by the technology and the engineering. They will trade in their current generation car for the next if it's better. And no matter how good it is from the factory, they love to strip away the government and market driven compromises and come into shops like ours to tweak it some-- enhance the technology even further.
Audi has produced a great little spot that goes straight to the heart of what I think excites the real automotive enthusiast. It literally combines technology and emotion into one poetic little piece of advertising brilliance. Check it out: