Word: roadster
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Dates: during 1990-1999
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...roadster is back. After years of declining sales, and against the Boomer vanguard of minivans and sport utilities, automakers such as Jaguar and Porsche have rediscovered and updated a vintage class of sports cars that have virtually no reason for being except the sheer wind-in-your-face joy of motoring...
...whistling past the graveyard, the tune is deliberate. It's part of an internal plan called Operation Rainbow, intended to rejuvenate the company's image by associating it--in TV ads, print spots and Websites--with hot properties like Mission and BMW's new sports coupe, the Z3 Roadster. (The Mission ad features Tom Cruise breaking, entering and Apple-PowerBooking his way through danger.) "When I got here, the Apple logo was red, blood red," says Satjiv Chahil, Apple's senior VP for corporate marketing since January. "Our goal is to get some of the rainbow color back...
While the sequence could potentially jumpstart the otherwise lackluster Grisham plot (and comes close to doing so in the novel), Schumacher's roadster fails to start. Launching instead into an expatiated look at the Sway family and their unsolicited entanglement with the local authorities, a New Orleans crime family, and ultimately the federal justice system, Schumacher delivers a slowed-down, scaled-down production which loses its inspiration almost as soon as Clifford takes his own life...
...Iaccoca popping up on TV again, flashing his patented proud- paterfamilias smile? Because Chrysler customers have begun to notice that something is different. The new Jeep Grand Cherokee (base price: $19,000) is / an instant favorite of all those suburban Indiana Joneses. The Viper, a politically incorrect, 10-cylinder roadster ($50,000), is the most sought- after sports car in years. And thanks to a redesign, the Chrysler Town & Country and Dodge Caravan ($14,600) have held on to their 50% share of the lucrative minivan market...
Eyebrows went up when he accepted a $100,000 Ferrari Testarossa from Italian businessmen, then balked at suggestions that the gift was improper. Bowing to public pressure, Menem has auctioned off the red roadster and donated the proceeds to charity...