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You don’t have to sell us on a good drive

Roberto BaldwinCar and driver

“According to the overall theory, advertising needs to reflect social trends,” said San Francisco State University marketing professor Sanjit Sengupta. Car and driver.. Frankly, society has recently made it pretty tough — and in a way that was terribly difficult to reflect.

In March, the brand was adjusted when it wasn’t appropriate to market products with pop music or good times. They turned down the volume. Audi and VW changed the element to a logo to keep the element socially away, Ford pushed a message of unity, and Fiat Chrysler encouraged everyone to “explore a wonderful interior” and #StayOffTheRoad.

Seven or eight months after this pandemic occurs (depending on when you start your watch), things may not be good, but they are. Automakers are also trying to bring customers back to the showroom by pushing them back onto the road. Kia is pushing the K5 at the spot titled “Turn on the light”. Infiniti proceeded with “Back into the World” and Jaguar urged us to “restart play”. Porsche has developed the entire program. Because it is Porsche.

And since I have nothing to do without being influenced by marketing, I thought I would see for myself how effective Porsche is. (I really had to get out of the house.)

Stay Driven is an invitation to “Discover Your Drive” using “Porsche Curated Drive”. “Cure” is Porsche San Francisco, Chicago, Miami, and New York. More or less. If the news is believable, the route actually leaves those cities — like everyone else these days. Whatever you might think of city life, city driving is usually terrible. It’s good to run away. I think Spotify playlists are also curated, but San Francisco playlists train in addition. It’s hard to understand why someone intentionally does so.

I don’t own a Porsche, but I didn’t want it to stop the Bay Area route from running. I own a 2014 Subaru BRZ, which is like a Porsche, isn’t it? Something? At least it’s a manual. The important thing is that Porsche is not my boss.

When people think of San Francisco, they think of bridges, hippies, and technology. What they are missing is the wonderful roads that surround the area. I’m actually a little angry with Porsche for sharing this route.

While listening to The Beach Boys’ “Heroes and Villains,” I turned the BRZ toward the Golden Gate Bridge. Brian Wilson is a musical genius, which is especially apparent on such sunny days. I hit 101 towards Mill Valley as the Ramones cover “California Sun”.

Roberto BaldwinCar and driver

After passing Mill Valley, the roads become technical, switchbacks are tight, and most drivers crawl slowly. This is fine. You are overlooking a valley that stretches into the sea. To get the most out of these turns, you usually need to slow down and get slower traffic first. But the scenery is magical. The sea breeze blows through the windows, so it’s worth slowing down to take it all in.

The switchbacks I drove in dozens of expensive cars are linked to each other, so even cheap wheels are a pleasure. Then the song of the train will appear. The train starts here, but that doesn’t mean they don’t like their music. Still, skipping songs was like a cop. Anyway, I had to stop to take a picture. I stood outside until the song was over.

Roberto BaldwinCar and driver

The road rises to the top, revealing the steep Northern California coastline on the left. Stop next to a tree inhabited by two blackbirds. Named Ferdinand and Kenji after the founders of Porsche and Subaru. I can’t explain why the BRZ doesn’t have a turbo or why it has a turbo variant of the Electric Taycan. Now there are 3 people.

The road from here to Stinson Beach grabs cliffs and hills above the sea. If you are driving in the opposite direction, the punishment for failure is a potentially fatal accident and ends deep. Driving north makes you a little more forgiving. In any case, most people get through here easily. Below, Stinson Beach is busy. It’s not full, but everyone is as close as possible with a gap. Wait for a moment. Does this playlist have two Journey songs separated solely by Arctic Monkeys songs? How did this oversight slip through the fingers of the same company that designed the suspension for the 718 Cayman GT4? It’s embarrassing.

Roberto BaldwinCar and driver

After Stinson Beach, the drive will no longer be technical. The tight corners give way to winding and slowly driving through the small towns of Northern California, and are never a song about the bay.

Roberto BaldwinCar and driver

The days are getting longer and I’d like to stop by Point Reyes, but I know the timing will be off. I should have stopped. Drive is about exploring both the vehicle and the world. Eagles’ “Life in the Fast Lane” is here. It’s a song soaked with cocaine, so you can see white dust swirling through the speakers.

When you mark 1 hour and 23 minutes on the drive, you will go around the Nicasio Reservoir. I know this because the music stops. The Beatles’ “Ticketto Ride” fades out and that’s it. The drive length is expected to be 2 hours, but the playlist is 37 minutes shorter. I queue and repeat the best songs about driving known to this guy: “Roadrunner” by The Modern Lovers. 1,2,3,4,5,6…

Roberto BaldwinCar and driver

Turn to Lucas Valley Road, a tree-covered road interrupted by an uphill slope to a large rock. It’s called big rock. The official name may be more poetic, but it’s a big rock when you look at it. The downhill switchback from here is the end of the drive. When you reach 101, it becomes mellow. This is the cool-down period of the drive and the chill highway route back to the Golden Gate Bridge.

Arrived at the bridge 1 hour and 56 minutes after the start. A few months ago, the span across the San Francisco Bay estuary was mostly because we all moved home trying to decide what to do, and the ad reminded us that we were all together but far away. Abandoned. Currently, traffic is increasing as business days end.

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According to Sengupta, advertising company staff have sociologists and anthropologists who are always aware of what’s going on and share it with car makers. And slowly, sales are recovering.

But does scientists really need to know that they need the joy that comes from sitting behind the windshield more than ever? Porsche, other car makers, really all of us are navigating a strange world that requires moments of joy, even if the current trend is an activity curated by companies, including trains.

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