“The birth of a new brand begins the moment you feel the power of dominance over a car from which you are looking at the present moment from a historical distance, i.e. when a new logical algorythm is set that articulates all the manifesting questions related to the philosophy of car making and their technical realization. The meaning and the full effect of a new brand is only possible if the momentum is synchronised with understanding the needs of civilization. At that moment and in that case we have the effect of the market void which absorbs the new ideology of the new brand.’’