When a Key is Not a Key or When an Automatic is Called Something Fancy

Yes. We have a key called an 'Emotion Control Unit" by Aston Martin and now Lotus calling the Automatic gearbox an "Intelligent Precision Shift" in the new Evora IPS. It is basically an automatic gearbox. The people in marketing have decided to crack their heads over something so mundane as a normal torque convertor type automatic transmission because they did some tweaking here and there.

Now as a result of this, I hereby declare that the driver's side door of any car be called ........
“The Gateway Towards Speed, Power and Glory”


This makes perfect sense doesn't it? Click here to read the article I wrote for CarThrottle.com.