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In Hong Kong the Wealthy Ride Free

Chris Dickman Thu, 07/24/2014 - 07:43

The former British Colony, since 1997 a Special Administrative Region of the People's Republic of China, has become the third most important international financial center, after London and New York City. One of the most densely populated areas of world, the affluence that comes from such financial wealth is alas not widely distributed, with it posting one of the highest income inequality spreads among advanced economies.

It's within that context that Breaze Cars was recently launched. On the face of it, the concept seems a perfect fit for the time and place: "Breaze Cars is more than just a way to get from here to there. We’re the way to do it in style, and without the guilt. We will operate the world’s first and only fleet of luxury, chauffeur-driven cars that are all electric, meaning they will emit no harmful emissions that can damage the environment. And since our cars will be booked with easy-to-use web-based and smartphone applications, using our service will be easy." The idea is that the advertising on the exterior of the cars, coupled with sponser-driven interior customization, driver uniforms and displays on the car's interior 17-inch LCD screen, will cover the costs of the free service.

Great, where do I sign up, you ask. Not so fast, my friend. To swan around in a snazzy new Tesla Model S sedan, some conditions apply: "In order to ride with us, you’ll need to register with a black or platinum credit card, or be referred to us by, or verify that you are a professional, executive or member of, or associated with, one of Hong Kong’s leading or exclusive companies, groups or clubs." Rats, and I was so looking forward to booking the one with the Louis Vuitton seats. Or maybe the Rolex or Dolce & Gabbana model, it's so hard to choose between luxury brands, darling.

If the implications of such a business model are a bit hard to digest, not so is the tasty creative work completed for the new initiative by the Ukraine-based agency Reynolds and Reyner, shown below.

2 Comments

bill wong's picture

It is asymmetric and the form is not elegant. Even through it is simple enough to look at, it is found that there are nothing special in overall. And the logotype does not fit the mark style. It is just weird to look at.