The original - and still our favorite - Autoextremist logo.
The AE Quote of the Century: Everybody loves The High-Octane Truth. Until they don't. -WG
Editor-in-Chief's Note: Chevrolet Looks Back, and Comes Up Short. Chevrolet marketing operatives are pulling out all the stops to wrap the brand in our nation's 250th Anniversary. First, they brought back "See the USA in Your Chevrolet" (first used in the '50s with Dinah Shore) earlier this year, collaborating with country music artist Brooke Lee. That campaign also marked Chevrolet’s third time placing a vehicle on top of Castleton Tower in Moab, UT. This summer, the brand reintroduced “Baseball, Hotdogs, Apple Pie and Chevrolet” from the '60s as a social media campaign. Those two forays were only marginally effective in the real world, although I'm sure Chevy marketing operatives will insist otherwise. But trust me, when I say "marginally effective," I'm being kind.
And now, Chevrolet has reintroduced “Heartbeat of America,” one of its classic advertising campaigns from the 1980s and '90s. This time, the concept is reimagined with music from The Red Clay Strays, a rock band from Mobile, Alabama. The campaign's more modern creative approach is said to be reminiscent of the original version, but that flat-out isn't true. It's jammed with copy points - Chevy marketing operatives just can't help themselves, apparently – and even though the song incorporates authentic heartbeat sounds of Americans across the country in Texas, Detroit and Kansas, it comes off as a glorified Tier 2 commercial.
“‘Heartbeat of America’ has always celebrated Chevrolet’s connection to the people and communities that shape this country,” said Steve Majoros, chief marketing officer of Global Chevrolet. “Chevrolet owners have always been the people that show up, the DIYers, the helpful neighbors – the true heartbeat in their communities. This campaign honors our customers.”
That classic marketing speak is all well and good, but the campaign is decidedly lackluster and ordinary. It's devoid of the exuberant swagger and the emotional wallop of the original campaign. I's not even close, in fact. But I guess that is to be expected in this era of group hugs, apologies and rampant mediocrity. Watch the video here. -PMD
Editor's Note: Not everything needs to be reimagined, repurposed or reintroduced, but that seems to pass for fresh and creative in many areas of culture these days. As for Chevrolet's new spin on "Heartbeat of America" - Peter nails it. It is lackluster, devoid of any emotional connection and eminently forgettable. And P.S., we don't need the voiceover regaling us with account-guy product points throughout. That wouldn't fix what's wrong with this spot, but it would be a start. -WG
(Porsche images)
Editor-in-Chief's Note: I have been super critical of the Porsche Taycan, finding it bloated and decidedly uninvolving to drive. In fact, it's the furthest from being a Porsche as you can get, except for maybe the Cayenne. But, I'm not the only one who has this opinion. The negative cacophony surrounding the Taycan - and the plummeting sales - has spurred Porsche operatives to finally act. The result? The 2027 Taycan has numerous changes (see below), but note that much work was directed at enhancing the synthesized noise so it sounds, well, more "emotive" and more real. That to me pretty much says all you need to know about the Taycan; it's still a "simulated" Porsche as far as I'm concerned. -PMD
- Performance Battery Plus (105 kWh) is now standard across all variants.
- Passenger side DC fast charging port now NACS native. Drivers side AC port remains the same.
- New infotainment software with AI voice control, intelligent navigation and Themes app.
"Porsche is intensifying the driving experience of all 2027 Taycan variants courtesy of a new E-Shift system with virtual gear changes, and a more emotive Electric Sport Sound," according to Porsche PR minions. The new E-Shift option, available in all Taycan models, features virtual gear changes with perceptible shift motion, a reinterpreted Porsche Electric Sport Sound and a virtual rev counter combine to create a multi-sensory driving experience. Paddles on the GT Sport steering wheel can be used to switch between eight simulated gears. The system is activated via an additional mode switch on the steering wheel.
(Mercedes-Benz)
Taycan variants with model year 2027 updates are available to order now, with deliveries beginning in fall of 2026. Pricing for the 2027 Taycan model range starts at $111,900 for the rear-wheel drive Taycan, excluding a $2,350 fee for delivery, processing and handling. (So, figure about $140,000 for a Taycan you might actually want. -WG)
(Mercedes-Benz)Calling it "V8 Power At Its Finest," Mercedes‑AMG has unveiled the extensively updated 2027 AMG GLE 63 S and AMG GLS 63. Arriving at U.S. dealerships this fall, these top models combine AMG V8 power "with state‑of‑the‑art technology, exclusive design and an especially broad spread between sportiness, comfort and everyday usability" according to Mercedes-Benz PR minions.
Powering these models is the new, thoroughly updated AMG M177 EVO engine. The 4.0‑liter V8 biturbo produces 603HP and 627 lb-ft of torque and features a number of engineering enhancements while continuing to deliver exceptional performance. Updates to the engine include a new flat‑plane crankshaft, modified intake camshaft, optimized fuel injection system and state‑of‑the‑art exhaust aftertreatment. Like its predecessor, the M177 EVO is built in Affalterbach according to the “One man, one engine” philosophy. Other stuff? An integrated starter generator; new front exterior design features distinctive AMG radiator grille and exclusive light signature; AMG RIDE CONTROL+ suspension and AMG ACTIVE RIDE CONTROL active roll stabilization "enable outstanding driving dynamics and ride comfort." And an expanded MANUFAKTUR exterior color palette offers even greater personalization options. No prices given yet, but these will be costly machines, no doubt.
(Chevrolet Images)
The Next-Generation 2027 Chevrolet Silverado 1500 is being called "the most powerful and advanced Silverado ever," according to Chevrolet PR minions. Equipped with next-generation 5.7L and 6.6L V8 engines, "it honors Chevy Small Block heritage while advancing more than a century of truck capability, durability and performance," according to Chevrolet. The four powertrain options, including the two, available next-generation V8s (assembled at GM’s Flint Engine Operations, Tonawanda Propulsion and St. Catharines Propulsion plants) and an enhanced 2.7L TurboMax (that delivers best-in-class standard torque), are paired with 10-speed transmissions. The lineup also offers the proven segment-exclusive Duramax 3.0L Turbo-Diesel.
The 2027 Silverado will introduce a new seven-trim lineup, including three lifted trims: the ZR2 (shown, above), Trail Boss and Custom Trail Boss. Other trims are Work Truck, Custom, Silverado (formerly LT) and High Country. The Silverado 1500 now offers the most powerful naturally-aspirated V8 engine in its class.
“We pushed these engines through an extensive testing and validation process to make sure they deliver the durability, capability and dependability Silverado customers expect,” said Mark Dickens, executive chief engineer. “From tough towing scenarios to the daily demands our customers put on their trucks, these next-generation V8s were engineered and proven to perform in the real world.”
"The 2027 Silverado 1500 introduces an all-new exterior with a bolder stance, stronger face and more premium execution. That fresh look is immediately visible in the truck’s new LED headlights and taillights, more pronounced wheel opening moldings and rocker treatments, and standard dual exhaust on Custom and above for a more refined appearance," according to Chevrolet PR minions.
Other stuff? Every 2027 Silverado 1500 features a modern digital cockpit, anchored by a new edge-to-edge display experience with a class-leading 16.3-inch center display and 12.2-inch driver information center that are standard across the lineup. On ZR2 and High Country, a class-leading 11.5” front passenger screen comes standard paired with Heads-Up-Display and a rear camera mirror so customers can experience over 60” of digital displays. Silverado will also have available dual wireless charging and a reconfigurable Multi-Flex center console that adds useful storage and everyday versatility. "Super Cruise driver-assistance technology with segment exclusive trailering brings hands-free driving to towing, reinforcing Silverado’s blend of innovation, confidence and capability. No other competitor in its class offers a hands-free driving system with trailering capability," added the manufacturer.
Editor-in-Chief's Note: This week, our video features the story of Mickey Thompson and his star-crossed pursuit of the Indianapolis 500. Watch it here. -PMD
The AE Song of the Week:
Availability and pricing for the 2027 Silverado 1500 will be announced later this year. The 2027 Silverado 1500 will be built at GM’s full-size truck assembly facilities in North America.
Chevrolet PR Minions call the new Silverado interior "cohesive and purposeful, tech-forward..."
The 2027 Chevrolet Silverado 1500 Work Truck.
2027 Chevrolet Silverado 1500 Trail Boss.
2027 Chevrolet Silverado 1500 ZR2 Bison.
2027 Chevrolet Silverado 1500 Trail Boss, ZR2 and High Country.
Editor-in-Chief's Note: This week, our video features the story of Mickey Thompson and his star-crossed pursuit of the Indianapolis 500. Watch it here. -PMD
FATHER'S DAY ON RODEO DRIVE.
By Tom Pease
Beverly Hills. Today was the annual Father's Day classic car event on Rodeo Drive, which has become a well-loved and well-attended event. So well attended this year (the FIFA effect, I think) that it was almost impassable ten minutes before it was supposed to open. Enjoy the pictures...
The AE Song of the Week:
I found a picture of you, oh oh oh oh
What hijacked my world that night
To a place in the past
We've been cast out of? Oh oh oh oh
Now we're back in the fight
We're back on the train
Oh, back on the chain gang
A circumstance beyond our control, oh oh oh oh
The phone, the TV and the news of the world
Got in the house like a pigeon from hell, oh oh oh oh
Threw sand in our eyes and descended like flies
Put us back on the train
Oh, back on the chain gang
The powers that be
That force us to live like we do
Bring me to my knees
When I see what they've done to you
But I'll die as I stand here today
Knowing that deep in my heart
They'll fall to ruin one day
For making us part
What hijacked my world that night
To a place in the past
We've been cast out of? Oh oh oh oh
Now we're back in the fight
We're back on the train
Oh, back on the chain gang
A circumstance beyond our control, oh oh oh oh
The phone, the TV and the news of the world
Got in the house like a pigeon from hell, oh oh oh oh
Threw sand in our eyes and descended like flies
Put us back on the train
Oh, back on the chain gang
The powers that be
That force us to live like we do
Bring me to my knees
When I see what they've done to you
But I'll die as I stand here today
Knowing that deep in my heart
They'll fall to ruin one day
For making us part
I found a picture of you, oh oh oh oh
Those were the happiest days of my life
Like a break in the battle was your part, oh oh oh oh
In the wretched life of a lonely heart
Now we're back on the train
Oh, back on the chain gang
Those were the happiest days of my life
Like a break in the battle was your part, oh oh oh oh
In the wretched life of a lonely heart
Now we're back on the train
Oh, back on the chain gang
"Back On The Chain Gang" by Pretenders, from the album "Learning To Crawl" (1982).* Written by Chrissie Hynde. Publisher: Hipgnosis Songs Group, Sony/ATV Music Publishing LLC. Lyrics licensed and provided by LyricFind. Watch the Official Music Video here.
*This song is a tribute to James Honeyman-Scott, the Pretenders guitarist who died of a drug overdose in 1982 at age 26. Scott's death was followed by bass player Pete Farndon's ten months later. Farndon had been kicked out of the band because of his drug problems and died of an overdose. The "picture of you" Chrissie Hynde sings about is a picture she found in her wallet of Ray Davies, leader of the band The Kinks. Hynde and Davies were a couple and had a daughter together. This song started off about him, but the meaning changed when Honeyman-Scott died. An extremely emotional song, Hynde would sometimes tear up when performing it. This was the first Pretenders single featuring Billy Bremner and Tony Butler, who replaced Farndon and Honeyman-Scott. It was released as a single almost two years before the album came out. (Knowledge courtesy of Songfacts.com)
Editor's Note: Click on "Next 1 Entries" at the bottom of this page to see previous issues. - WG