Un Minuto con…

By Rosario Mariani, http://www.europebychoice.com

When it comes to cars, it’s all in the name!

ferrariOf the ten most expensive exotic cars sold at Pebble Beach auctions, half were Ferraris.

Somehow, in the automotive industry, giving a car an Italian name makes it very desirable. Can you imagine Italy without car brands such as Ferrari, Maserati, Bugatti,Lamborghini, Lancia, and Alfa Romeo?  How about sexy models such as: Berlinetta, Dino, Flaminia, Fulvia, Flavia,  Giulietta, Quattroporte, Ghibli and Bora? All are wonderful cars to admire and that we wish to own.

The Japanese, who love to copy our Italian style, MASERATIuse Italian-sounding names to appeal to American car-buyers, since they claim that Italian-sounding cars are far more exotic and culturally deeper than Japanese names. Some examples include “Sorrento,” “Murano,” “Stanza,” or “Altima.”

The Germans, who manufacture fabulous cars, traditionally keep their Teutonic names, but at times give in to using Italian names such as “Opel Corsa” and “Audi Quattro.”  Like the Italians, the Germans named their car brands after their founders. Ferdinand Porsche, Adam Opel and Karl Benz kept this tradition, but August Horch AUDI LOGO(1868 – 1951) could not accept his cars bearing a harsh sounding name as “Horch.”  He decided to use the Italianized (or rather, Latinized) version of “Horch,” which in German means listen.  Hence, his company was christened “AUDI” from the Latin word audire.

Finally, now that Fiat has taken full control of Chrysler in the USA, will we soon see new models with great-sounding Italian names? Will the Imperial be re-launched as Chrysler Imperiale? Will there be a new models called Targa, Monza, or Mille Miglia?  We’ll have to wait and see.


Rosario Mariani is the owner/CEO of Europe By Choice, which promotes travel to Italy and other select European countries. He has more than 40 years of experience in the travel industry, previously serving as Director of Italy Product for Italiatour and Club ABC Tours, and also in other positions with EuroFly, Alitalia and Air France.

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