NoAuthor —  May 22, 2013 — Leave a comment

Hedonism to the Extreme: Lamborghini and Our Souls

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carselfish
“What does a tractor manufacturer know about sports cars?” said Enzo Ferrari to an Italian mechanic from humble roots.

This mechanic, Ferruccio Lamborghini, did manufacture tractors, and he did well. But he also liked fast automobiles and building things, and in the decade following World War II he decided to try his hand at supercars. Frustrated with the Ferrari’s handling on the road, and Ferrari’s dismissal at some suggested improvements, Ferruccio blazed his own trail by creating Automobili Lamborghini. By the fall of 1963, at the Turin Motor Show, he released the Lamborghini 350 GTV and launched the beginning of an iconic supercar brand — a brand at which most men have only marveled from afar.

This year marks the 50th anniversary of that original design.

To commemorate the anniversary, Lamborghini has unveiled a new car that many say is aptly named “Egoista” — that is, “selfish.” Yes, that’s right. The car is named “Selfish.” It is a single-seat concept engineered for those who want to treat “me, myself, and I.” One commentator writes that the Egoista, along with its 5.2-litre V10, 600 horsepower engine, has aesthetically more in common with a fighter jet than with a vehicle meant for the ground. And there’s no secret about the marketing.

[Read the rest of the article at Desiring God.]

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