Bertone Auctions Off Some of its Most Recognizable Concepts to Avoid Insolvency

Here lies Bertone, the famed Italian automotive design house, bankrupt and on almost on the verge of death. The once legendary company was forced to sell its most prized possessions – six concept cars – to appease the bankruptcy commission and also to remain afloat. RM Auctions of London handle the sale at this past weekend’s Concorso d’Eleganza Villa d’Este 2011.

So what delectable concepts were the vultures able to get their beaks into? Well, there’s the 1967 Lamborghini Marzal that once graced the Monaco Grand Prix and is often cited as the inspiration for the Espada of the following year.

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Bertone’s Baby Jaguar Sports Sedan: Not My Cup of Tea

In all honestly, I really struggle to see how the Bertone B99 fits into Jaguar’s past and current design lineage and line-up. The new generation of Jags – the XF and the XJ – are sleek, risqué and look like nothing else on the market. On the other hand, the B99 could just as easily be badged as a Lincoln, a Rolls-Royce or a Maserati. If you squint at the pictures you’ll see my point. It’s anonymously styled, as if Bertone used a book called, “Luxury Concept Cars 101” as a template. And that grille! It just screams, “Dodge Caliber!”
And apart from the taillights and the A-pillar, can you really see any of Jaguar’s past in the B99? I know I can’t. And isn’t the mere thought a compact Jaguar as bad as Aston Martin rebadging the Toyota iQ as the Cygnet or Porsche selling a SUV?
It devalues the brand, and in the luxury market that’s the worse crime a carmaker can make. Sure, it means more sales, but I’ve never been a fan of the, “profit uber alles!” the eighties left us with.
For me personally, Jaguars have always been either V8/V12-engined coupes and big sedans. The E-Type, the Mk II...even the much derided XJS and XJ6. As if it wasn’t bad enough that BMW’s sells a naturally aspirated (or naturally asthmatic) 4cyl 3-Series, now there’s this on the horizon all in the pursuit of the almighty dollar. To think we’ve gone from, “A Modern Day Successor to the E-Type” to yet another attempt for a “BMW 3-Series competitor” just breaks my heart.

By Tristan Hankins

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