Audi 2006 Annual Report Download - page 75
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Brits and their
cars
The car industry is
booming in the UK. The
Japanese make many of
their European cars here
and sales of premium
cars are achieving strong
growth. Even though, in
the meantime, all the
former traditional British
brands are now foreign-
owned, to most Britons
they are still as British
as a pot of Earl Grey, a
jar of Marmite or the co-
median John Cleese.
Cricket – typically
British. More so,
in fact, than their
taste in cars.
Left: blood red is
the colour of
Spanish passion.
Both in the bull-
fight and as a car
colour.
PHOTO: JUTTA KLEE/CORBIS
73AUDI 2006 ANNUAL REPORT
Great Britain:
a kingdom for a car
Gavin Green is an Australian-born motoring
journalist. A former editor of Britain’s Car
magazine, he now writes for The Independent,
Motor Trend in America and British Airways
Business Life.
Britain is an idiosyncratic country. One of the
world’s modern democratic role models still has
an unelected head of state. The most popular
sport in summer (cricket) can go on for five days
and still get no result. Being a British game, there
is an afternoon tea break.
Motoring in Britain is equally quirky. A country
renowned for its rain loves convertibles. It also
loves sports cars, and Britain produces sports
car companies like France produces cheese
makers. Most – from AC to Allard to Alta to Alvis
to Arab (yes, there really was a sports car com-
pany called Arab) to Austin-Healey (and that’s
just some of the As) – are now either dead or
moribund. Yet this sports car tradition continues
with Britain’s dominance of the world motor
racing industry.
Tradition-conscious though the British might
be, some things do actually change.
Perhaps most amazing of all, Britain’s car
tastes are becoming German.
Silver, the racing colour of Germany, is now the
nation’s favourite car hue. Green, the national
racing colour of Britain, is meanwhile as fashion-
able as flying helmets. German marques are
becoming ever more popular and dominate UK
premium car sales.
Even the way Brits specify their cars is becom-
ing German: bigger tyres, firmer suspension, an
obsession with engine power and speed. These
are all fine in Germany, with its smooth roads
and speedy Autobahns. But the UK has uneven
streets, low limits and speed camera-studded
roads.
So they’re about as practical in Britain as a
cricket stadium in Berlin.