從Lamborghini談談品牌精髓 (轉文)

By admin, May 25, 2012 12:05 pm

今天才讀到彼岸的CELSIOR一篇關於品牌精髓的文章,看法的確很特別,讓我大開眼界。

「品牌精髓」是什麼,或許每個人都能說出一番道理,但是它有多重要,恐怕不是三言兩語交代得過去的。

“Lamborghini”,家喻戶曉的超級跑車廠牌,在 VAG 入主勵精圖治之後,Lamborghini 品牌形象已經與 Ferrari 不相上下,話題性甚至比 Ferrari 有過之而無不及,單從 Avantdor 與 F12 Berlinetta 這兩款車上市的氛圍就很容易分出高下:F12 發表不過三個月,已經沒什麼人在聞問;Avantdor 都已經有不少車撞成廢鐵,還是一堆人追捧,所以,拿 Lamborghini 當作「品牌精髓」的正面教材,相當妥當?

錯!Lamborghini 正好是一個不折不扣的負面案例,用以說明「品牌精髓」的重要性!不服氣?各位看官不妨想想,Lamborghini 的「品牌精髓」是什麼?

講到品牌精髓,首先得談談「歷史」。Lamborghini 的創立典故,已經到了讓人琅琅上口的程度,反正就是做拖拉機的與做跑車的互相看不順眼,Mr. Lamborghini 毅然投入跑車生產,與 Ferrari 較勁。於是乎,Lamborghini 的車款,價格比 Ferrari 便宜,但性能要比 Ferrari 出色,從第一台 350GT 一直到現在的 LP-700 都是如此。講到這裡,各位看官覺得 Lamborghini 的「精髓」是什麼?

有沒有發現問題所在了?其實 Lamborghini 就是因為 Ferrari 的存在而存在,講難聽一點就是被 Ferrari 牽著鼻子走。Lamborghini 處處跟 Ferrari 作對:你愛跑比賽,我就不下場;你愛用紅色,我就用黃色為號召。或許 Lamborghini 的車有些人覺得物超所值,然而這種以「追打」為出發點的品牌,到頭來也只是個空殼。舉一個言簡意賅的例子,假設今天 Ferrari 真的被 Lamborghini 鬥到關門大吉,Lamborghini 還有存在的意義嗎?Lamborghini 要如何跟一個從未接觸過 Ferrari 與 Lamborghini 的人/市場介紹自己的品牌歷史?花個大半天跟一間已經倒掉的車廠鬥爭?

有些人可能會覺得不服氣,Lamborghini 創廠至今已經建立起一定程度的支持者,亦有其品牌特色,如 4WD、梯形車身、鍘刀車門等,怎麼講得這麼不堪?其實,上面所列舉的三項品牌特色,4WD 是誤打誤撞而來的,其他二者我倒是沒什麼話說。然而,失去這三項品牌特徵其中兩項的 Gallardo,卻是 Lamborghini 賣最好,撈最多錢的車款,這又要怎麼解釋?事實上,Lamborghini 近年也不是沒推出過不具備上述三要素的車款,那就是 LP550-2。LP550-2 開發源由是 V.Balboni 要告老還鄉,VAG 心裡面很高興,終於最後一位舊 Lamborghini 時代的老臣要捲鋪蓋了。於是 VAG 就送了一份臨別禮:以 Balboni 的名字推出一款紀念車。按道理來說,以 Balboni 在 Lamborghini 的身份地位,推出個 Murcielago 都不為過,但是 VAG 只答應用 Gallardo 衍生。Balboni 認為,只有後驅才是跑車之道,為此 VAG 退讓一步,開發出後驅版本的 Gallardo,但是在引擎輸出又偷吃一步便宜,把輸出調降為 550 匹,成為舉世無雙「後驅車比四驅車馬力還小」的車款。更可惡的是,明明是紀念車款,Gallardo VB 版本顏色一大堆,除了大紅以及透明的沒有以外,大概都買得到。VAG 還進一步榨取 Balboni,要求其在退休之前周遊列國,幫 Lamborghini 打打形象之後再滾蛋。

Gallardo V. Balboni 版本固然還留著 Balboni 所堅持的後驅,但問題也就在這裡:後驅的 Lamborghini 有什麼號召力嗎?這種價位要買後驅車,誰第一個都是想到 F430/F458,LP550-2 V. Balboni 已經失去 Lamborghini 所有品牌特徵,儘管有這位老臣加持,但是賣得相當差勁。由於庫存的 KD 件太多,Lamborghini 又很天才的幹了另一件傻事:把這些 KD 件組一組,推出普通版本的 LP550-2。這下 Gallardo V. Balboni 的買主可就跳腳了,明明就差幾個彩繪,價格卻又便宜一大節,早知道當初就去買 F430/F458,真是 OOXX。於是乎,LP550-2 就成為 Lamborghini 近年銷售成績最難看的一款車,香港代理商甚至壓根兒不敢引進,唯一一台由當地最強大的水貨商引進,但也停在告士打道看潮起潮落兩年才有好心人領養。

<Murcielago 40th Anniversary Edition 創了一個無敵的超跑紀錄:模型車比實車更增值>

很恐怖吧!失去這三項特徵的 LP550-2 下場就是一塌糊塗,也就證明 Lamborghini 的車根本不能單純靠 logo 在賣。另一個顯著的例子就是 Lamborghini 慘不忍睹的二手行情。同樣都是慶祝建廠 40 週年,F40 與 Murcielago 40th Anniversary Edition 行情差快一個位數(別忘了,F40 還是眾多 Ferrari 紀念車款當中最沒價值的一款),打對台的 Gallardo 與 F430 二手行情也是高下立盼,而在 VAG 入主之前 Diablo 那種開一天修一年的大爛車就更不用說了。

<不知道 Lamborghini 新款 LSUV 沒以 LM003 推出是福是禍?URUS 的行銷刻意與 LM001/LM002 做大幅切割>

其實,這一些現象 VAG 老早就心知肚明,個人猜測,VAG 就是因為知道會這樣所以才願意買 Lamborghini,也才這麼樣的操作 Lamborghini。對德國人而言,要做出超級跑車並不是什麼難事,二戰以前的世界速度競賽就是德國人在自相殘殺,VAG 真想做出像話的超跑,哪還需要跑到伊比利半島找那些比薩佬?自家後院不就有被 Ferrari 山寨 logo 的 P 牌嗎?德國人精就精在這一點,說穿了就是榨乾 Lamborghini 的資源,為 VAG 賺進大把鈔票之於,又博取廣大名氣,君不見 Gallardo 上市以後,AUDI 也靠著 R8 形象蒸蒸日上嗎?對 VAG 而言,Lamborghini 的品牌精髓是什麼不重要,重點是能賺錢,所以才會推出顛覆傳統的 Gallardo、毫無誠意的 Murcielago 消光版 Reventon,未來還有 URUS、Estoque 這些撈錢的花樣。事實上,現在的 Lamborghini,就很像當年快上市 Cayenne 的 PORSCHE,所以再過個十年,滿街 Lamborghini 應該也不讓人意外。

<照 VAG 的步調,旗下品牌被玩爛的順序依次會是 PORSCHE、Bentley、Lamborghini,BUGATTI 過個 30 年也會是跟計程車一樣多>

VAG 這種手段當然不只用在 Lamborghini,另一間外國品牌 Bentley 也不惶多讓:Continental GT/Flying Spur 為 Bentley 創下營收新紀錄,VAG 腦筋越動越快,推出破天荒的 4.0V8 twin-turbo 以及 EX8 打算再撈一筆。Bentley 還算多少有個「英國皇室」的號召,以及過往在賽車場上的豐功偉業可以注入品牌精髓,而現在的 Lamborghini 到底還剩下些什麼?尤其 LP570-4 出現過往堅持不推出的「大紅色」、賽道版本,一個本來就沒有太站得住腳的品牌,現在又被 VAG 打造成這附德行,要被 Ferrucio Lamborghini 地下有知,應該也會後悔當初為何衝著一口氣跟義大利人對打結果被德國人整碗端走吧!

Equallogic Hardware Architecture Exposed! Difference between PS6100 and PS4100

By admin, May 23, 2012 10:51 pm

This article from Mainland China revealed the secret of the latest Equallogic hardware architecture.

PS6100 uses 64bits RISC CPU which provided by NetLogic XLS616, it has 4 MIPS cores with 4 threads per core at 1Ghz each (ie, 16 total threads per CPU), and 1MB L2 Cache.

In contrast, PS4100 uses its younger brother NetLogic XLS608, which has 2 MIPS cores with 4 threads per core at 800Mhz each (ie, total 8 threads per CPU), and 1MB L2 Cache, so the processing speed has been cut at least 50%.

Everything else is the same except the above processor speed and number of cores. It is also interesting to learn about the super conductor instead of traditional BBU cache for data.

liTNOWFzymR0A

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Remove VoIP Setting for PowerConnect 5448 Switch as Recommended by Equallogic

By admin, May 22, 2012 5:38 pm

I was told Power Connect 52xx/54xx series switches are optimized for VoIP and they are no longer recommended by Equallogic as 50% of the available buffers are reserved for VoIP unless you change the setting and REBOOT the switch.

I haven’t tried the following VoIP setting recommended by EQL as I don’t want to mess around my optimized configuration file.

Besides, I think there is an alternative way which I’ve completely disabled VoIP setting using PowerConnect 5448 GUI. There is a check for you to disable VoIP in the Switch session under the GUI.

Go to each switch and do the following:

Put the switch into admin and configuration mode.

enable
configure

Disable/remove iSCSI and VoIP optimization

voice vlan oui-table remove 00036b
voice vlan oui-table remove 00096e
voice vlan oui-table remove 0001e3
voice vlan oui-table remove 000fe2
voice vlan oui-table remove 0060b9
voice vlan oui-table remove 00d01e
voice vlan oui-table remove 00e075
voice vlan oui-table remove 00e0bb

Exit from configuration mode

exit

Save the configuration

copy running-config startup-config

When ready, type ‘reload’ to reboot

reload


60年代的肌肉: Ford Thunderbird

By admin, May 22, 2012 3:34 pm

這次溫哥華之行,竟然意外地給我在女皇公園(QE Park)外遇見了這台冷門的1964年肌肉:Ford Thunderbird,此車狀態保持得一流,發亮的黑色車漆加上大量的電鍍部件實在來的太漂亮了,我怎麼之前收藏美國肌肉時就走漏眼了呢﹖

溫哥華這里還有很多香港看不到的美國車,像Shelby, Mustang, Camaro,Charger, Challenger等,遲些再發,哈哈…

溫哥華之行的車模收穫

By admin, May 22, 2012 3:20 pm

這次回去探望父母,逗留了10天左右。10年沒回去了,發現溫哥華這個小漁港基本上沒變,變的是驚人的房價,竟然上升到了跟香港一樣瘋狂的地步,看來大跌市距離不遠了。

愛死這里的大自然了,藍天白雲,最喜歡就是去各大國家公園散步,在綠色的草皮上奔跑,看湖邊的小雁們玩樂,這兒的生活真的十分悠閑寫意,唯一的缺點就是找工作難,賺錢更難。

還有就是跑去MC論壇yananl介紹的車模店Wilkinson’s Automobilia尋寶,想不到此車模店位置竟然如此隱蔽,乃世外桃源也! 在這個恍若迷你車模博物館的小店裡,我完全感受到了店主的那份激情和對車模的熱愛。

在這個幾乎被1比18車模完全包圍的樂園里,我的眼睛貪婪地搜索著每一個角落,不放過任何機會,目的就是尋找著那些稀有絕版的寶貝們。最後竟然給我找到了這台京商這款絕版已久,而且是舊盒裝的黑色Ferrari 512BB。連稅加幣100元正,絕對值得,油漆完好無缺,可能是加拿大天氣乾燥的緣故吧,其它地方就連黃色的京商512BB都早已絕跡了。

熱情好客的店主還跟我說這車是個老顧客上個月才拿來放車的,而這位老顧客本身就擁有一台512BB真車,所以他說我這次可以說是走運了,肯定跟這車有緣份。

之後還見到了個絕對稀有的收藏品,就是黑色的Autoart Lotus Espirt Turbo散包,才加幣35左右,但自己一直都不太喜歡此車,所以最後還是放棄了。

另外原來打算這次溫哥華之行買些美國肌肉,但出乎意料,竟然沒什麼喜歡的,可能最喜歡的早在幾個月前的那次瘋狂全球採購時就已經進入了我的車庫,哈哈。。。

1/18 Kyosho Ferrari 512BB Black

IMG_6573

溫哥華的車模店

By admin, May 22, 2012 1:16 pm

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Wilkinson’s Automobilia (http://www.eautomobilia.com) 推薦Wilkinson’s Automobilia,鋪子雖小,但很有人情味,自己很喜歡這裡的感覺。而且有很多關於汽車的書籍和海報等產品可供選購,整間鋪子就像一個微型的博物館一樣吸引人,建議不買也要去參觀一下。

Kevin’s Hobbies (http://www.scale18.com) 在Coquitlam區,比較遠,Scale18在北美其實挺出名的,建議網購比較方便。

C&Rs Hobbies & Collectibles (http://www.carshobbies.com) 還是在郊區,不太方便,主要賣美國車為主。

還有於一間AutoWorld規模比較大的在Burnaby Metrotown商場大統華旁邊,不止賣車模,還有很多跟汽車有關的產品,但是就是價格實在貴得太離譜了。

總的來講,加拿大的車模在加稅後都比香港的價錢要貴1/3,所以不太值得買。

Update Feb-06, 2015

Wilkinson’s Automobilia在溫哥華經營了26年後,老闆終於決定結束實體店但保留網上商店,這實在太可惜了!

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因為我每次回溫哥華,都必到此處尋寶。每次進門口都覺得這間小鋪完全能帶給我一種特別的溫暖感覺,還有不能不提的是店員們都很有人情味。

回顧其這幾年,很多國外經營了幾十年的車模實體店都相繼結束了營業,可惜的是新一代的收藏家未能感受到那種車模店裡才能感受到的溫馨。

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2531 Ontario Street Location Closing
- eAutomobilia.com to stay operating -

As times change, so must we, and so it is with mixed emotion that I announce the closure of our brick and mortar store at 2531 Ontario Street.  This probably comes as a complete surprise to you, although this transition has been in the fore front of my mind for some time. It’s hard to believe that our store front location has beenin operation for 26 years
- longer than we could have forseen. We have met so many incredible people over the years from all walks of life and from both sides of the counter.  We realize this change will affect many.

Why is this happening?  After over a quarter of a century, I still love the business and the customers, but also want to have more time to play with 1:1 scale cars.  As it stands, the online version of Wilkinson’s Automobilia (eAutomobilia.com) will continue to function and supply you with the same quality and customer service you have become accustomed to, but as a result of the sale of the building our Ontario Street location will be closing its doors March 28, 2015.   Keeping that in mind we are looking for a warehouse location to hold our on-line inventory…  if you are aware of a space please let us know.

So what’s next you may ask?  As the store is one of the touchstones for our automotive community we would like to see it continue in some form or fashion.  As mentioned above, we will be maintaining the website for now, but would love it if someone else took over the driver’s seat and continued the journey of building community and celebrating all things automotive.

If you think you are up for the challenge and are interested in purchasing the business, please contact me directly at ted@eautomobilia.com.

I still have a hard time believing this is happening… but it is.  It has been so much fun and such a challenge running the store all these years.  I will mostly miss the face to face contact with the people, the car lovers, the drivers, the collectors, the racers, the enthusiasts…

I would like to extend a special thanks to all of you who have kept our storefront vibrant all these years, and would especially like to thank the current staff – Ross, Tim and Hanson – and the past staff -  all who have shown passion, dedication, and commitment to Wilkinson’s Automobilia over the past many years. And also a thanks to my brother Bill who started this excellent adventure with me!

Hope to see you.

With all my sincerity,

Ted Wilkinson

VANCOUVER, B.C. – If Harry Potter‘s Diagon Alley had a model car shop, this is what it would look like. Welcome to Wilkinson’s Automobilia, a cozy little place just off Broadway that’s been dispensing magic for over a quarter-century.

From shiny diecast reproductions, to the latest European automotive magazines, to ancient tomes filled with arcane knowledge about adjusting the carburetors on an old Jaguar, Wilkinson’s has it all. It is part museum, part clubhouse, part store, and all mainstay of Vancouver’s car culture.

And now, sadly, it is closing.

For those, like myself, who are used to thinking of this curious little store as a sort of constant, the news will come as something of a shock. The business first opened its doors in 1988, and the sheer mass of stuff that’s since accumulated in shelves and floor-to-ceiling bookcases has the weight of decades behind it. Surely not. Say it ain’t so, Ted!

“It’s true,” says Ted Wilkinson, proprietor of the store, “We are going.”

Ted founded Automobilia with his brother as an automotive bookstore. “When we first started,” he says, “Books were really big – there was no Internet. If you wanted to get information on a car, you had to read up on it.”

Stacks of these books – old Haynes manuals, yellowing Hot Rod magazines, vintage collectors’ guides – are stacked up all over the place between glass cases filled with shiny diecast cars. Because of the way the store slowly expanded and took over several other commercial spaces, Automobilia has the warren-like feel of an old world shop. It’s a wonder anyone knows where anything is.

But ask Ross Taylor, the front-of-house man at Wilkinson’s for a decade and a half, and like as not he’ll be able to pinpoint the shelf without even bothering to check the computer. He’s a walking encyclopedia on Formula One, too.

On this particular wet Thursday morning, the doors have just opened and already a few curious souls are having a poke around. Watching someone walk through the doors for the first time is heartwarming: adults are transformed by child-like wonder, kids’ eyes nearly fall out of their heads. There’s shelves filled with Ferraris over here, a case ’round the corner with patches and pins, a series of weighty filing cabinets.

Opening one of these at random, Ted produces an original 1967 MGB brochure – in Dutch. Well that’s weird, I wonder if he’s got a handout for the 1969 Chrysler Newport, just to make our own Clayton Seams‘ day. Yep, there she be. Same green too.

This is the magic of Wilkinson’s place. Yes it’s a shop, but there’s also the sense that you’re poking around in someone’s attic, and digging up forgotten relics of a bygone age. It’s an atmosphere you won’t find anyplace else.

There’s something else, too. While I wander around the shop grabbing a photo or two and reminding myself that shelf space in my office is already getting a bit sparse (but surely, there’s room for a 1/18th scale Group A Volvo 240) a regular customer walks in. He’s greeted by name, takes a quick glance through the new inventory, and then a scale-model Alfa Romeo Tipo 33 is pulled from behind the counter with his name on it. It’s a very similar car to the one shown alongside the debuting 4C Spider in Detroit, but the scale-sized version confers that same sense of ownership without the million-dollar pricetag.

This is a place where car enthusiasts of all stripes gather, whether into the history books or a desk model of a carbon-fibre Pagani Zonda. That’s made Wilkinson’s something more than just a brick-and-mortar small business. It’s an intersection, a place where new relationships are formed.

“You’ll laugh,” says Ted, “But I always envisioned the place as sort of like Cheers. You walk in the door and it’s like ‘Hey, Norm!’”

Over the years, Wilkinson’s has seen a wedding on the premises, a prestigious and quite elderly author keel over and nearly die, and decade-long friendships struck up. Ted remembers two customers from the Sunshine coast, both into the same machines and unaware of each other. He introduced them, and they’ve been hanging out talking about old cars for years. It’s something that’s happened dozens, if not hundreds of times over the years.

This is what we’re losing. The electronic side of Wilkinson’s will continue for the immediate future – they’re looking for a warehouse now – so those hard-to-find items won’t disappear. By the way, if you think the front space of Automobilia is interesting, you should see the stacks of stuff they have out back.

Come the end of March, Vancouver loses a hub for automotive enthusiasts of all ages. The market on collectibles has slowed in this digital age, and even as Vancouver’s ever-climbing real estate market causes operating costs to spiral out of control. Wilkinson’s was the kind of place you could stick your head around the door, shoot the breeze with the staff, and maybe even find a small treasure to take home. In a few short months, it’ll be a Starbucks, or the display unit for more high-end housing in Vancouver’s rapidly gentrifying East.

That’s the bad news, but here’s the good. The legacy of Wilkinson’s doesn’t dissolve with the selling of the store. Those friendships that were knotted as part of a chance encounter here form a part of a network that connects all gearheads throughout the lower mainland.

As for the future, we’ll still see Ted at some of the local meets, once he’s got his Lotus back together – “It’s time to play a little bit on the 1:1 scale,” he jokes – and he’ll more than likely bump into a few of his regular old customers there.

Just as with anything else important, the stuff goes away, but the memories and the people remain. For now we’ll say: don’t miss your chance to visit the place. For Wilkinson’s Automobilia, the checkered flag is close at hand.

鄰居的新玩具

By admin, May 22, 2012 11:38 am

下午經過停車場時,突然發現鄰居買了台新玩具,奔馳的最新G65 AMG (LP竟然問我是不是警車,滴汗…)。另外他把自己可愛的黑色Audi TT改成了啞色版,個人認為其實不太好看。

amg

20年前的溫布頓

By admin, May 20, 2012 10:02 pm

這次回溫哥華,竟然給我找到了不少的珍貴文物。

那年留學英倫,有幸第一次去看溫布頓,那天親眼見到了正在冒起的網壇天王Pete Sampras,還有兩JIM大戰:Jimmy Connors vs Jim Courier, it was a classic match!

IMG_6782

Window with a View

By admin, May 20, 2012 9:46 pm

City of Montreal, this was the view from my apartment window almost 20 years ago, it is just like yesterday…

* Just in case you wonder, the white spot near IBM tower is NOT an UFO, it’s a commercial airship.

montreal

姐姐和Porsche 911 3.3 Turbo

By admin, May 20, 2012 9:37 pm

這是另外一張在溫哥華的家發現和超跑有關的照片。

姐姐的前男友曾經擁有這台80年代中的911 3.3 Turbo,據她當年的描述是”坐的一點也不舒服,而且吵死了,比大貨車還要顛簸”,似乎女人不太懂得欣賞這些超跑固有的特徵還真沒形容錯,人家偏偏要的就是這種震耳欲聾的引擎咆哮聲和路面直接傳來的震動感覺嘛。

80s911-3.2

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