The Love Connection – Why we get emotional over Fast cars

Have you ever fallen in love with the idea of owning/leasing a particular car, just because you have either experienced driving it first hand or been sold the experience?  I have definitely had my fair share of such instances, especially when we tend to associate so much of our personal identities to the cars we own (or the things we buy, for that matter).  And it does not help when great marketing campaigns effectively toy with your emotions and suck you into a world of possibilities. Take a look at this video of two 2012 Lamborghini Aventadors, racing one another near Rome, Italy.

First of all, this car looks like it’s part spaceship – almost “Transformer-like”. Its geometric styling is aggressive and exudes some kind of “sexy-dangerous” appeal. Yet, it’s not just what this supercar looks like, but the promise of what it brings that tempts you to want it. Filmed in an exotic locale in Europe, the dramatic shots and growling sound of the powerful engine bring the cars to life. You almost feel like you are watching a Formula 1 racecar live in action, the excitement building with every crescendo of the musical accompaniment. Oh yes, I can see myself going from 0 to 62mph in 2.9 seconds at the Laguna Seca Raceway tracks! And I’d love to cruise my super sports car around twisty roads next to Lake Bracciano…. So there it is, the emotional glue that captures our imagination and ties us to our adventurous spirit. Who cares about the $380K price tag and that probably only one percentile of the nation will get to touch this magnificent creature, gleaming in all its glorious beauty in their garage? For the moment, I am living, breathing and taking it all in… Just for the moment, I can dream it alive in my heart.


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