Dear Slate, Thank you for finally delivering on the much desired, but seemingly never attainable, holy-grail of hyper-personalisation.
Until now, until you came along, hyper-personalisation always, inevitably, distressingly, seemed to end-up in the Post-It-Note-Trash-Can of doom…Something we knew that people really, really, really wanted, but something that businesses could never actually deliver.
And in a car no less. A back to basics, analogue-ish, electric car! Personalised direct to consumer Muesli seemed clever. But a whole car? Wow. Now that’s differentiation and distinctiveness: in every colour, including grey.
OK, OK, you’re not actually there yet. You’re not on the road. And won’t come to the UK, sadly. But you seem close. And with the backing of Bezos, you sure do seem real. People are paying deposits. People are expecting delivery later on this year. So you’re definitely happening then.
And thank you for basically being LEGO for grown-ups. Mix, match, mash-up and start again. Buy a new bit, stick it on, switch it out and go back to the one you had before that you preferred. Upgrade your phone, car upgraded. Brilliant. Sure some hideous abominations (as far as the aesthetes, the taste-makers, and the design sophisticates are concerned) will emerge. And you are handing over the keys to your design language (puke).
But that’s kind of the point in a world of homogenising modern luxury autos, isn’t it? What I think is beautiful, cool or sexy is not what the other person thinks is beautiful, cool or sexy. And thankfully, wonderfully, there’s room for both approaches and now the one that wasn’t possible, now is. Each. To. Their. Own. Thanks again Slate. Ned