Page 49 - Decadence

INTENSE EMOTIONS
a company called Manifattura Automobili Torino, the same factory that builds the Glickenhaus and created that spectacular new Lancia Stratos that unfortunately never saw the light of day as a fully edged project, but the prototype was amazing.
So, if we’ve just established that these Marques need a driving personality behind them how is the new “Apollo” going to fair without its German creator. Who is taking the reins on this now very Italian feeling incarnation of the company. I can’t wait to nd out...
I’m met at Gatwick by the lovely Leanne from the coms agency that have been tasked with rounding up some motoring scribes to see the new car for the rst time. Our ight was delayed so by the time we arrive at the Villa Mangiacane in Firenze Italy it’s way past midnight so I don’t even notice the magni cent suite I was allocated at the Villa, I just op into bed with an early alarm set so I can nd out the order of the day.
As I nd my way though the corridors, open terraces and stone stairs of this wine producing estate villa I am focusing on coffee. I’m almost at the breakfast room when I am greeted by Ryan the young American marketing director of Apollo, he tells Norman is waiting to meet me. Before I can even see the coffee machine the enthusiastic Norman Choi sweeps into the room, wearing dark jeans, sneakers and an Apollo branded body warmer. So this is the man that needs to become the “Horacio Paganai” or “Christian Von Koenigsegg” of his brand. He greets me like an old friend and asks me to come with him, his manner is
more like a child on Christmas morning than Hong Kong billionaire...
I follow him as he skips down the stone steps to the patio and across to a lower lawn where there was a white canopied platform with two cars under red covers. A team of technicians were prepping the cars for todays grand launch, but Norman couldn’t wait - he wanted to give me a speak peak of his pride and joy. At this time of the year it’s not warm in Tuscany at 8am in the morning and I’m in jeans and tee shirt, I’d only popped down for a coffee... but the vision of purple carbon bre was enough to warm the soul. And the enthusiasm of Norman Choi set the tone for the rest of the day.
I ate a little breakfast, returned and to my room to get ready for the day, it was only then that I realised the splendour of my surroundings. My suite had a mezzanine with the bed on it, from here I looked across the estate at the rolling vineyards, but in the foreground perfectly framed in my window were the two red covers of the Apollo Intensa Emozione or IE which is easier to say and write. Our days event was due to start at 10:30 on the inside covered terrace.
At 10:30 we gathered on the terrace for a short video presentation showing the development of the project and a few words from Apollo’s marketing director, before handing over to Norman Choi, now changed out of his jeans and sneakers and looking every bit the dapper Hong Kong car mogul. He thanked us all and talked very sincerely about his journey to get the IE ready for today. Introducing his team brie y, but it was obvious he was as keen
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WORDS AND IMAGES CRAIG BLAKE-JONES