ABSTRACT
Consider the words of Eberhard Von Kuenheim (as cited in Gross, 1992), former chair of BMW AG, who compared the automobiles made by his European company to vehicles manufactured by the Japanese.
(W)e have a huge advantage, and we are very proud of it. You see, we have our background, two to three thousand years of history coming from the Greeks and the Romans, and the tie of the Renaissance. All that styling—look, for example, at a Greek temple, what you call the golden mean—was invented in Europe. Look at the relation of dimensions, of styling—for example, French fashions, or a good men’s suit from Italy—that is the value. And I think we can keep that value, because for that you need heritage, and education for centuries. (p. 74)
