Before industry there was passion. “Industry of all industries”, car industry is the most complex of them all. It’s the largest wheel in national economies. Car industry is privilege of the most powerful countries in the world. Toyota is the largest company in Asia and Fiat creates 4.4% of Italian GDP. Huge and important it’s inevitably conservative and boring, but au contraire to industries of similar size, it has the most emotional product. For generations people are dreaming about cars. Speed, control and power drag people to second largest purchase in life, after apartment / house. Almost everything we know about we conclude unconsciously from its design. People work their asses off to buy a supercar they only saw on internet. Ultra sports and luxury brands have army of devotees who never droved objects of their desire.
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