A Quote by James May
Look - think very hard about the car you want. Then buy that one, brand new.
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If you think about jeans or phones or television, we are used to new brands popping up right and left. But in the car industry, we grew up with Mercedes, BMW, General Motors, and Ford, and nobody can remember during his or her upbringing a new car brand coming to life.
One big disturbance, I think, between L.A. and New York is that New York is so condensed and together that it's very hard to be private there. There's a lot of constant interchange, people know what you're doing all the time. Here in L.A. it's the opposite, it's very spread out, unless you make a conscious effort to go someplace and look at something, you don't see it and we hear about it. So in that sense, it's a city where you can be very anonymous if you want to be, or even if you don't want to be.
My job, I believe, is to convince you to allow me to be part of your brand. Then when you look to present yourself a certain way you'll come to me, go to our website, and you'll buy want you want in the color you want, in the size you want, for the season you want.
People will buy the car just because it's a great car. We want them to think it's excellent value for money and then, oh yeah, it happens to be electric.
Fifty years ago or a hundred years ago, generally, most people would buy a house the way you buy a car. When you buy a car, do you think, 'I better buy this year rather than next year because car prices might go up?'
I think of the old slavery, and of the way The Economy has now improved upon it. The new slavery has improved upon the old by giving the new slaves the illusion that they are free. The Economy does not take people's freedom by force, which would be against its principles, for it is very humane. It buys their freedom, pays for it, and then persuades its money back again with shoddy goods and the promise of freedom. "Buy a car," it says, "and be free. Buy a boat and be free." Is this not the raw material of bad dreams? Or is it maybe the very nightmare itself?
Money is very difficult to think about. So, we think about money as the opportunity cost of money. So, we at some point went to a Toyota dealership and we asked people, what will you not be able to do in the future if you bought this Toyota? Now, you would expect people to have an answer. But people were kind of shocked by the question. They never thought about it before. So, the most we got was people said, "Well, if I can't buy this Toyota, if I buy this Toyota, I can't buy a Honda." What is this thing? What is this value of price? Very hard to think about it.
New Zealand was such a weird place in the 1980s. For instance, we used to have this commercial in the late 1970s where this guy drives this car and stops outside a corner store. He goes in to buy something, and when he comes out, his car is gone. He's like, 'Huh?' Then a voice says, 'Don't leave your keys in the car.'
You look at the Rolling Stones. It had the lips, the logo and the style. You look at Jay-Z, who I think is probably the smartest brand marketer I've ever met. These people understand the core of what their brand is and what their fans want.
If you buy something because it's undervalued, then you have to think about selling it when it approaches your calculation of its intrinsic value. That's hard. But if you buy a few great companies, then you can sit on your ass. That's a good thing.
I think it's very important that girls see themselves as a brand - they have to go after what they want and be ready to work very hard.
I love New York very much, and it was very important for me to spend my 20s in New York City. You're exposed to so much here, whether it's other people or just the grind of it and how hard you have to work. I think it forces you to define yourself: what kind of person do you want to be? What kind of woman do you want to be? And then inevitably, what kind of actress do you want to be?
Whatever I think of, that's what I do. I wake up and think, 'I want to buy a car', I buy a car. I wake up and be like, 'I just want to lay in bed with my girl', I do that. I wake up and want to rap, I rap. So whatever I think of.
Here is a new car, a new iPhone. We buy. We discard. We buy again. In recent years, we've been doing it faster.
Who would want to buy a good car when you can buy an American car?
I love the sound of a brand-new bottle of coke when you pry the lid off and it starts to fizz. Whenever I hear that sound, I think of roses, and of sitting together with someone you care about and of Romeo and Juliet waking up somewhere and saying to each other, weren't we jerks? And then having all that be over. That's what I think of when I hear the sound of a brand-new bottle of Coke being opened
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