Move to Italy - a good thing?
Discussion
Blackpool workers aside - I'm referring to the brand and the company rather than the plight of the workers.
NS stated from the off that he intended TVR to be a global brand, selling thousands internationally. What better way to do that than take production to the heart of Supercar manufacturing? Bertone adds cachet and may well address the perception of quality shortfall. TVRs will presumably be marketed (and priced) as high-end Supercars, not bargain Supercars. Is this not what NS always intended? I can't imagine the Bertone deal is a cost-cutter - more likely an attempt to purchase pedigree.
Frankly I'm not that fussed on the 'new' models and I don't intend to buy one, so I'm emotionally detached from the move. To compete with Ferrari/Lamborghini/Maserati globally, TVR will need heritage, reputation and cachet as well as performance and looks - hence Bertone. TVR has the latter, but the move to Italy will tear out any of the former. But here's my point - that was always intended no? NS doesn't seem to want TVR to be a triumph of fabrication and in-house ingenuity over small budgets and low sales (typically British automotive traits) - he wants to take TVR to the top drawer of volume-production supercar manufacture. Perhaps Bertone provide the missing ingredients. For sure TVR won't be TVR as we know it - but I can't help thinking he's gone about his master plan in a cunning (if ruthless) way. It might just work.
NS stated from the off that he intended TVR to be a global brand, selling thousands internationally. What better way to do that than take production to the heart of Supercar manufacturing? Bertone adds cachet and may well address the perception of quality shortfall. TVRs will presumably be marketed (and priced) as high-end Supercars, not bargain Supercars. Is this not what NS always intended? I can't imagine the Bertone deal is a cost-cutter - more likely an attempt to purchase pedigree.
Frankly I'm not that fussed on the 'new' models and I don't intend to buy one, so I'm emotionally detached from the move. To compete with Ferrari/Lamborghini/Maserati globally, TVR will need heritage, reputation and cachet as well as performance and looks - hence Bertone. TVR has the latter, but the move to Italy will tear out any of the former. But here's my point - that was always intended no? NS doesn't seem to want TVR to be a triumph of fabrication and in-house ingenuity over small budgets and low sales (typically British automotive traits) - he wants to take TVR to the top drawer of volume-production supercar manufacture. Perhaps Bertone provide the missing ingredients. For sure TVR won't be TVR as we know it - but I can't help thinking he's gone about his master plan in a cunning (if ruthless) way. It might just work.
Could be a good thing (indeed the workforce aside because I feel terrible for them).
Although TVR never will, or should I say shouldn't, be able to compete with the likes of Ferrari (although performance wise they can for some part). Their main target is Porsche 911 and at the low end Boxster/Z4/TT drivers.
TVR design with Bertone build quality: bring it on!
Although TVR never will, or should I say shouldn't, be able to compete with the likes of Ferrari (although performance wise they can for some part). Their main target is Porsche 911 and at the low end Boxster/Z4/TT drivers.
TVR design with Bertone build quality: bring it on!
I think that on the whole, it is a good thing. Subcontracting production, and presumably design, to Bertone means that they can now call on a much wider skills set than a small firm in Blackpool could justify.
I dissagree that it will reposition them to compete with the supercar manufacturers. Bertone is not that sort of company - they produce more than 40000 cars per year. I suspect that we will see a big drop in prices, probably repositioning the brand to compete with the Lotus Elise and Europa and the cheaper Porsches.
The downside, I suspect is that they will have to be 'productionised' and may have to become a little more mainstream.
I dissagree that it will reposition them to compete with the supercar manufacturers. Bertone is not that sort of company - they produce more than 40000 cars per year. I suspect that we will see a big drop in prices, probably repositioning the brand to compete with the Lotus Elise and Europa and the cheaper Porsches.
The downside, I suspect is that they will have to be 'productionised' and may have to become a little more mainstream.
If NS is still really committed after this debacle, then he's really going to need a serious team to get it all up & running again. From what we've heard, he aint so good at listening & understanding is he, & the phase of the process he's facing now is far tougher than what he's been through so far.
I must admit, i dont see how moving to Italy can be a good thing. Just 'cus its the country that houses the 'supercars', i reckon thats irrelevant to TVR.
I must admit, i dont see how moving to Italy can be a good thing. Just 'cus its the country that houses the 'supercars', i reckon thats irrelevant to TVR.
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