When Chrysler acquired Lamborghini, legendary CEO Lee Iacocca wanted to capitalize on the brand’s cache in upscale versions of Chrysler’s current models. As a chief marketer, he saw opportunities beyond the technical expertise that Lamborghini brought to the company. He was a visionary, but even the best business minds have blind spots.
According to former General Motors CEO Bob Lutz, while working at Chrysler he was asked to develop some high-end versions of current Chrysler models with some Lamborghini flair. Knowing what a disastrous move it would be, Lutz suggested to the VP of Design to create what he wanted in a way that would never happen, and so he did. He took an extended-wheelbase Imperial with a lower body, removed the vinyl roof, and basically vomited a Lambo all over the place. It has bright red paint, Countach-style wheels and tires, supple light-colored leather, and Lamborghini badges all over. Finally, it received badges on the front and rear with the branding Chrysler Imperial Lamborghini Edition.
Lutz says it was actually the prettiest K-car he’d ever seen, but he’s reticent to admit that. The concept ultimately failed, which means it really worked. If not for a few people who understood what the name Lamborghini means in a historical context, this thing could have happened, and we are all lucky that this abomination never saw the light of day.
[Featured image by Marcin Zieliński via Wikimedia Commons | Cropped and scaled | CC BY-SA 3.0]
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