Veblen

Veblen (pronounced vebluhn)

A product (a good) for which demand increases as the price increases, an anomaly in the classical laws of demand in the science of economics.

1899: The name is from the author, US economist and sociologist Thorstein Veblen (1857–1929); his observation was first mentioned in his book The Theory of the Leisure Class (1899).

Hermes Pink Ostrich Handbag.

The Veblen effect is one aspect of conspicuous consumption; it describes individual or corporate spending of money on goods and services for the purpose of displaying their financial resources, usually as a means to manifest social power and prestige.  It's related to the dealer's saying in the antique business: "If something doesn't sell, keep putting up the price until it does".  As a phenomenon the behavior obviously pre-dates social media but TikTok, Instagram and such have proved the ideal platform for both the flaunting of wealth and faking it.  Veblen goods are those which (at least to a certain point), behave differently from the classic demand curve of orthodox economics in that demand for them rises as the price increases.  They are usually luxury products (a thing something inherently a product of their price) but there are cases where transitory shortages not always directly related to cost can create scarcity and thus a desirably; the diabetes drug Ozempic which is used by those attracted to its appetite-suppressing side effect is an example.  The retail price at which most luxury goods are sold can contradict classic economic theory as demand, instead of increasing with a decrease in price, follows the opposite curve although the demand curve does not increase indefinitely with the price.  Once a certain threshold has been reached, demand will drop or fall away completely but the propensity to purchase goods and services on account of the higher rather than lower price differential compared to average prices in a generic category is one of the principal characteristics of the luxury domain.  

Lindsay Lohan with Hermes Pink Ostrich Birkin, London, 2017.

One interesting reaction by manufacturers or retailers to a price threshold being reached (at which point demand begins to fall), is artificially to create an impression of a supply-side shortage.  When it appears a price-point is exceeding what even conspicuous consumers will pay for a certain handbag, manufacturers sometimes claim they’re limited-production items available only to selected clients.  This is rarely true, the handbag being just another part-number, manufacturers producing as many as required to meet demand.  Economists provide some nuance to the Veblen effect by noting the influence of what they call “income and substitution effects”.  The income effect suggests that as the price of a Veblen good rises, individuals with higher incomes may actually experience an increase in real income (since they can still afford the more expensive item) and therefore demand more of the luxury item; the substitution effect is overridden by the desire for the specific status or prestige associated with the higher-priced item.  The professionals also caution the Veblen effect is not universal and both between and within cultures it can’t be relied upon always to appear as some manufacturers and retailers has discovered.

Wraith

Wraith (pronounced reyth)

(1) The apparition of a person living (or thought to be alive), said to appear as a portent of impending death.

(2) A visible spirit; a ghost or any apparition.

(3) In art or graphic design, a a deliberately insubstantial (sometimes even translucent) copy or representation of something.

(4) Something pale, thin and lacking in substance (a column of smoke; swirling mist etc).

1510s: A word of uncertain etymology.  Some trace it back to an Old English from the Old Norse reith or reidh (twisted or angry) and in Old English it evolved into wrethe (used generally to refer to “anger, fury or vengeance”).  As Middle English emerged it shifted to wraith which came to be associated with “a ghost or spirit, especially one thought to be the spirit of one dead or about to die”.  The link between the earlier meanings of anger and the later association with spirits may reflect the origins of the modern idea of “a restless or vengeful spirit”.  Most however prefer a connection with early sixteenth century Middle Scots, some suggesting it was from a translation of the Aeneid (29-19 BC), the epic poem written by the Roman poet Virgil (Publius Vergilius Maro (70–19 BC)) which recounts the legend of Aeneas, a Trojan who fled the fall of Troy to travelled to Italy, where he became the ancestor of the Romans.  That view has limited support although many etymologist do seem to agree it was in Middle Scots the form was first popularized, probably as warth, word meaning something like or related to “ghost”, the word perhaps from the Old Norse vorðr (“watcher or guardian” (in the sense of “guardian angel”), source of the Icelandic vörður (guard) and which may also have been an influence on the Gaelic & Irish arrach (specter, apparition)."  Wraith & wrathfulness are nouns, wraithlike, wraithesque, wraithful & wraithish are adjectives and wrathfully is an adverb; the noun plural is wraiths.

A wraith-like Lindsay Lohan, Las Angeles, 2008.  In art or graphic design, a wraith is a deliberately insubstantial (sometimes even translucent) copy or representation of something.  It’s used also of something or someone pale and thin, especially in reaction to sudden or considerable weight-loss.

More speculative is the idea of any link with the Middle English wray or bewray and few are convinced any exist despite the similarity in form (something anyway hardly unusual in English).  Even the origin of wray is contested although the orthodox history contends it was from the Middle English wrayen, wraien & wreien (to show, make known, accuse), from the Old English wrēġan (to urge, incite, stir up, accuse, impeach), from the Proto-Germanic wrōgijaną (to tell; tell on; announce; accuse), from the primitive Indo-European were- or wrē- (to tell; speak; shout).  It was said to be akin to the Dutch wroegen (to blame), the German rügen (to reprove) and the Swedish röja (to betray; reveal; expose).  Beray was from the Middle English bewraien, bewreyen & biwreyen, from the Old English bewrēġan, from the Proto-Germanic biwrōgijaną (to speak about; tell on; inform of), the construct being be- +‎ wray.  It was cognate with the Old Frisian biwrōgja (to disclose, reveal), the Dutch bewroegen (to blame; accuse), the Middle Low German bewrȫgen (to accuse; complain about; punish), the Old High German biruogen (to disclose, reveal) and the Modern German berügen (to defraud).  The attraction of the idea of a relationship between wray or beray and wraith is the use of wraith to mean a “vengeful” spirit.

JRR Tolkien (1892–1973), a philologist (is the study of language in oral and written historical sources) of some note, favored a link with writhe on the basis of the sense of “writhing; bodily distorted” (as in a ghost or apparition).  Writhe was from the Middle English writhen, from the Old English wrīþan, from the Proto-West Germanic wrīþan, from the Proto-Germanic wrīþaną (to weave, twist, turn), from the primitive Indo-European wreyt- (to twist, writhe).  It was cognate with the Middle Dutch writen (to turn, twist), the dialectal German reiden (to turn; twist around), the Danish vride (to twist), the Swedish vrida (to turn, twist, wind) and the French rider (to wrinkle, furrow, ruffle).

Not quite what she meant: Gretchen Wieners (Lacey Chabert (b 1982)) in Mean Girls (2004).

In late eighteenth century English, the noun “fetch” could mean “apparition of a living person, specter, a double”, from fetch-life (a deity, spirit, etc who guides the soul of a dead person to the afterlife (a psychopomp)) the source an English dialect word of unknown origin but which may have been from the Old English fæcce (evil spirit formerly thought to sit on the chest of a sleeping person; a mare) and may have been related to or even from the Old Irish fáith (seer, soothsayer).  The (now archaic) "fetch candle" was a mysterious light, which, when seen at night, was believed to foretell a person's death.  The Irish idea of the fetch and the fetch light describes the apparition associated with impending death (commonly in English now called a wraith).  The fetch or wraith was a doppelganger (double) of the dying who appeared when the time was approaching for them to need their spirit to guide them to the afterworld (ie act as a psychopomp).  The poet Percy Bysshe Shelley (1792–1822) and the writer Goethe (Johann Wolfgang von Goethe, 1749–1832) are among those who described seeing their own wraiths although most are said to have been visible only to those surrounding the dying.

1952 Rolls-Royce Silver Wraith with touring limousine coachwork by Park Ward.

Rolls-Royce has for almost a century used model names which summon imagery of the silently ethereal including Ghost, Phantom, Seraph, Shadow, Spirit, Spectre & Wraith.  The first Wraiths were introduced in 1938 and although World War II (1939-1945) interrupted things, almost 500 chassis left the factory between then and 1946.  The name was revived in 1946 when the company introduced their first post-war model as the Silver Wraith and although stylistically there would be nothing like the imaginative lines of the new US cars, the underpinnings were significantly modernized and the model would remain in the catalogue until 1958 with almost 2000 chassis produced.  Unlike the smaller Silver Dawn (1949-1955), the factory would only ever supply the Wraith rolling chassis to coachbuilders who would fabricate the bodies in accordance with customer preference although, the (slightly) higher-performance Bentley version was available with what came to be known as the “standard steel body”.

1971 Rolls-Royce Silver Shadow long-wheelbase (LWB) saloon with central division (top) and 1979 Rolls-Royce Silver Wraith (bottom).

Within two years of the introduction of the Silver Shadow (1965-1980), a long-wheelbase (“LWB” which gained an additional 4 inches (100 mm) odd of rear-seat leg room) version had been produced and this configuration was introduced as a factory option in most markets between 1969-1971.  Built sometimes with an electrically operated glass division (the associated hardware absorbing most of the gained rear legroom) production continued on a small scale until 1976 when the Silver Shadow II was released at which point the LWB was re-branded as the Sliver Wraith II, incorporating not only the Shadow’s worthwhile mechanical improvements (which was good) but also carrying-over the vinyl roof (which was bad).  Rolls-Royce always used a brand of high-quality vinyl called “Everflex” and never used the word “vinyl”.  The re-naming followed the practice adopted in 1971 when the Silver Shadow two-door saloon (1966-1971) and convertible (1967-1971 and then known as a Drophead Coupé (DHC)) was renamed Corniche which, in convertible form would last until 1995, the saloon retired in 1980.

2015 Rolls-Royce Wraith.  The “Starlight headliner” was fabricated by weaving some 1300 strands of fibre-optic cable into the ceiling’s leather lining.  In the US market the option listed at US$14,700, a cost which reflected the high labor component in the production process and it should be compared with the bespoke audio system option which cost US$8,625 (the bulk of the input costs of the audio system was in mass-produced solid-state components).  Rolls-Royce has confirmed the 2023 Wraiths will be their last V12 coupés, the replacement (electric) Spectre going on sale in 2024. 

When introduced in 2013, it was the first time since 1946 the word “Wraith” had been used by the factory as a stand-alone model name.  Only ever available as a two door hardtop (no central pillar) coupé, the Wraith used the highly regarded 6.6 litre (402 cubic inch), twin-turbocharged BMW V12 used in their flagship 7 Series (G11 2015-2022) in happier times.  As is the modern practice at Rolls-Royce, a number of limited production runs of special models were available in the decade the Wraith was made but the platform also attracted the tuners, some emphasizing addition power, some additional stuff, all with high-price tags.

Mansory’s original version of the Rolls-Royce Wraith (top) was almost restrained, something later abandoned when the “Palm Edition 999” (bottom) was released.

German-based Mansory modifies high-priced cars, boosting both power and bling.  A particular specialty is carbon-fibre fabrication, the standard of their work acknowledged as world class and their approach to engineering is also sound, something not always achieved by those who make already highly tuned engines more powerful still.  The appearance (inside & out) of the machinery they modify doesn’t suit all tastes but their success proves a market exists for such things and their sales in markets like the Middle East and India proves that east of Suez there’s a receptive (and rich) audience.  Things from Rolls-Royce, Ferrari et al are anyway expensive but for Mansory (an others) the target market is not millionaires but billionaires, some of the latter needing accessories to prove they’re not merely one of the former.  Just to make sure the message was getting through however, when Rolls-Royce released their SUV (sports utility vehicle), Mansory badged their take as the Rolls-Royce Cullinan Mansory Billionaire (the project a co-development with the German fashion house Billionaire).  Disappointingly perhaps, it was advertised with a list price well under US$1 million.  In the long-running cartoon show The Simpsons, nuclear power-plant co-owner C Montgomery Burns used the phrase “price taggery” in one sense but it's applied also when discussing Veblen goods produced for the "conspicuous consumption" market; there, the purpose of the product is to advertise one's disposable income and a well-publicized (high) price-tag is essential.  

The electric Rolls-Royce Spectre.  Instead of an internal combustion engine, the Spectre is powered by two electric motors producing a combined net 577 horsepower and 664 pound-feet of torque.  There was a time when Rolls-Royce would never have painted their cars purple but the catchment of those with the resources to buy or lease (rent) such things has expanded to include many whose tastes come from different traditions.  It's not the difference between good and bad taste; it's just a difference.

Rolls-Royce has announced its intention by 2030 to offer a range of vehicles powered exclusively by electric propulsion.  For Rolls-Royce, the engineering and financial challenges aside, the obstacles are few because, unlike an operation like Ferrari which for decades has based part of its mystique on the noise its engines make at full-cry, it has always put a premium of silence and smoothness.  Enzo Ferrari (1898-1988) said it was the howl of the V12 Packard engines (which he dubbed “the song of 12”) he heard on the race tracks which convinced him to make the V12 the signature configuration for the cars which would bear his name but for Charles Rolls (1877–1910), the co-founder of Rolls-Royce, the most influential sound was its absence.  In 1904, he had the opportunity to ride in Columbia Electric car and, knowing what so many of his customers craved, was most impressed, noting: “The electric car is perfectly noiseless and clean. There is no smell or vibration. They should become very useful when fixed charging stations can be arranged.”  So, in 120-odd years not much has changed.  Ferrari are doubtlessly hoping the hydrogen re-fueling infrastructure develops at a similarly helpful rate, the exhaust note from exploding hydrogen able to be as intoxicating as that of burning hydrocarbons.

Corinthian

Corinthian (kuh-rin-thee-uhn)

(1) Of, pertaining to, or characteristic of Corinth, the ancient Greek city-state.

(2) One of the five styles of classical architecture in Ancient Greece (the others being Doric, Composite, Tuscan & Ionic).

(3) Something ornate and elaborate

(4) In literacy criticism, an ornate style.

(5) Something luxurious or licentious.

(6) A native or inhabitant of Corinth.

(7) Someone given to living luxuriously; dissolute.

(8) An amateur sportsman (archaic).

(9) A phony descriptor of a type of leather used by Chrysler Corporation in the US during the 1970s.

1350–1400: From the Middle English Corinthi(es) (the men of Corinth) from the Latin Corinthiī from the Greek Korínthioi.  The sense “of or pertaining to Corinth" the ancient Greek city-state is from the 1590s, gradually replacing the mid-fifteenth adjective Corynthoise.  The sense as a classification in what was becoming a formalised architectural order is from the 1650s.  The noun meaning literally "inhabitant of Corinth" dates from the 1520s; Corinthies was attested from the late fourteenth century.  During Antiquity, other Greek cities regarded the inhabitants of Corinth as a bit gauche, noting their preference for ornate, almost ostentatious architecture and their notorious fondness for luxury and licentiousness.  There was intellectual snobbery among the Athenians too, the Corinthians thought too interested in commerce and profit and not sufficiently devoted to thought and learning.  Corinthian the noun and adjective thus, in various slang or colloquial senses in English, came to be associated with extravagance, sin and conspicuous consumption, especially in the decades after the 1820s.

In scripture, the implications of that association were later reflected in the New Testament, most memorably in Paul’s Second Letter to the Corinthians (2 Corinthians 1).  The second letter is thought to have been written circa 56 AD, shortly after he penned the first and was addressed to the Christian community in city of Corinth, a major trading centre which, although by then noted for its rich artistic and philosophic traditions, was a place also of vice and depravity.  It was this last aspect that compelled Paul’s first letter to the Corinthian church and in it he sharply rebuked them for permitting immoral practices in the community.  In response, the Corinthians had cracked-down on some of the worst excesses and Paul wrote his second letter to congratulate them on their reforms and even commended forgiving sinners and welcoming them back to the flock.  Harsh though his words could be, Paul’s preference is always restoration, not punishment.  The letter then discusses some sometimes neglected characteristics of the Christian church such as generosity to others and devotes some time to defending himself against attacks on his ministry, reminding the Corinthians both of his own poverty and the harsh reality of what it meant to be a minister of Christ in the Roman empire: beatings, imprisonment, hunger, and the constant threat of death.

The triangle tattoo Lindsay Lohan had inked in 2013 was inspired by 1 Corinthians 13:4-8.  In the King James Version (KJV; 1611) it read:

4 Charity suffereth long, and is kind; charity envieth not; charity vaunteth not itself, is not puffed up,

5 Doth not behave itself unseemly, seeketh not her own, is not easily provoked, thinketh no evil;

6 Rejoiceth not in iniquity, but rejoiceth in the truth;

7 Beareth all things, believeth all things, hopeth all things, endureth all things.

8 Charity never faileth: but whether there be prophecies, they shall fail; whether there be tongues, they shall cease; whether there be knowledge, it shall vanish away.

Most quoted now are modern translations which are more accessible such as the International Bible Society's (now Biblica) New International Version (NIV; 1978):

4 Love is patient, love is kind. It does not envy, it does not boast, it is not proud.

5 It does not dishonor others, it is not self-seeking, it is not easily angered, it keeps no record of wrongs.

6 Love does not delight in evil but rejoices with the truth.

7 It always protects, always trusts, always hopes, always perseveres.

8 Love never fails. But where there are prophecies, they will cease; where there are tongues, they will be stilled; where there is knowledge, it will pass away.

In Paul’s prescriptive way, verses 4-7 details the workings of love in three steps.  There are firstly the positive aspects of love being patient and kind but then elaborated are the eight negatives love must never be: not jealous, boastful, arrogant, rude, irritable or resentful, nor does it insist upon its own way or glat at wrong.  Finally, Paul notes the five positive ways in which love reacts, joining in rejoicing at truth, supports, believes, hopes and endures all things.  Verse 8 returns to the theme of superiority of love but explicates the contrast between love and spiritual gifts as the contrast between permanence and transience; spiritual gifts which are incomplete will pass when wholeness comes whereas love will not.  The contrast is thus between the imperfect and the perfect.

United States Supreme Court, looking towards the West Pediment.

The Corinthian style of architecture was one of the five classical orders created in Ancient Greece.  Similar in many ways to the Ionic, the points of difference were (1) the unusually slender proportions, (2) the deep capital with its round bell, decorated with acanthus leaves and a square abacus with concave sides.  The Corinthian capital typically has two distinct rows of acanthus leaves above which appear eight fluted sheaths, from each of which spring two scrolls (helices), one of which curls beneath a corner of the abacus as half of a volute while the other curls beneath the centre of the abacus.  The marble pillars used on the east and west pediments of the United States Supreme Court building, constructed between 1932-1935, are a fine example of the Corinthian style.

United States Supreme Court, East Pediment.

Much less known than the more frequently photographed West Pediment, the East Pediment of the Supreme Court Building is at the rear of the structure and is much admired by architects because of the elegance of the thirteen symmetrically balanced allegorical figures in the sculptural group designed by Hermon A MacNeil (1866–1947).  The ornate details in the two rows of acanthus leaves are the defining characteristic of the Corinthian pillar.

Publicity shot for Chrysler Corporation's 1974 Imperial LeBaron four-door hardtop (left) in chestnut tufted leather though not actually “fine Corinthian leather” which was (mostly) exclusive to the Cordoba (1975-1983) until late 1975 when not only did the Imperial's brochures mention "genuine Corinthian leather (available at extra cost)" but for the first time since 1954 the range was referred to as the "Chrysler Imperial", a harbinger the brand was about to be retired.  Imperial's advertising copy noted of the brochure photograph above: “...while the passenger restraint system with starter interlock is not shown, it is standard on all Imperials.”; the marketing types didn't like seat-belts messing up their photos.  While all of the big three (GM, Ford & Chrysler) had tufted interiors in some lines, it was Chrysler which displayed the most commitment to the motif.  Although Chrysler mostly used the term “fine Corinthian leather” in the sales material for the Cordoba (1975-1983), after it appear in the brochures for the last (for a while) Imperial, it became common to refer thus to the leather in any of the corporation's cars of the era.  Some did with a sense of irony while some innocent souls actually believed it.

1975 Imperial LeBaron four door hardtop.

"Fine Corinthian leather" was a term coined by the Bozell advertising agency in 1975 to describe the tufted upholstery available as an alternative to the standard velour in the Chrysler Cordoba, the hides in corporation's products trimmed with the same leather produced by the Radel Leather Manufacturing Company of New Jersey described only as "leather" (except for the reference in certain advertising for the 1975 Imperial, then in its last days).  The "Corinthian" tag was chosen because something special was needed for the Cordoba, the first "small" (in the context of the company's mid 1970s line-up) Chrysler ever offered in the US and the name was thought successfully to convey the association with something rich in quality, rare, luxurious and, doubtlessly, "European".  Religiosity in the US somewhat more entrenched than elsewhere in the West, it’s likely many were well-acquainted with the New Testament book but for those less pious, Corinthian was one of those words which somehow carried the desired connotations, even among those with no idea of its links.  Perhaps it was because it sounded European that some assumed the leather came from Spain, Italy or some such place where many words end in vowels.  Richard Nixon (1913-1994; US president 1969-1974) noted that linguistic phenomenon when he discussed the circumstances in which Dwight Eisenhower (1890-1969; US president 1953-1961) was compelled to dismiss his chief of staff (Sherman Adams (1899-1986)), who had accepted as a gift, inter alia, a vicuña coat.  Nixon observed that while there was no doubt most Americans had no idea whether vicuña was animal, vegetable or mineral, just the perceived mystique of the word was enough to convince them it was something expensive and therefore corrupting.

Ricardo Montalbán in 1975 Chrysler Cordoba advertisement.  The word "small" is relative, the significance being the departure from the corporation's long-standing policy of the Chrysler brand never appearing on anything but full-sized cars.

Whether the association with the Cordoba's “fine Corinthian leather” generated many sales in Chrysler's other divisions (Plymouth, Dodge & Imperial) isn’t known but the the phrase certainly gained a remarkable traction amid the cacophony of exaggeration and puffery which sustains modern capitalism.  The Cordoba was introduced in 1975 as a "down-sized" model for consumers suddenly interested in fuel economy in the post oil-crisis world and the manufacturers knew those who felt compelled to buy smaller cars didn’t necessarily want them to be any less luxurious and that became the theme for the promotional campaign, led this time on television and fronted by a celebrity spokesperson, the actor Ricardo Montalbán (1920-2009).  Born in Mexico of Spanish descent, Montalbán looked distinguished and spoke in cultivated English with just enough of a Spanish accent to make plausible the link of “fine Corinthian leather” with cattle on the plains of Spain.

In the advertising, Mr Montalbán spoke of “the thickly-cushioned luxury of seats, available even in fine Corinthian leather” and although sometimes he’d call it  “soft” instead, all people seemed to remember was the leather was Corinthian.  So successful was the campaign that Chrysler decided to make the Corinthian label exclusive to the Cordoba and when Mr Montalbán was later assigned to advertise other Chryslers, in the same mellifluous tone, he commended only the “rich leather".  Later, when interviewed on late night television, cheerfully he admitted that the term meant nothing but that wasn't quite true: it meant whatever people who heard it wanted it to mean and that made it a perfect word for advertising.

1970 Ford Mustang 429 (left) in Grabber Blue (J) with “comfortweave” interior in Corinthian White (EW) interior and 1969 Ford Mustang 429 (right) in Wimbledon White (M) with black interior (all 1969 Boss 429s were trimmed in black).

Before Chrysler decided “Corinthian leather” was a thing, Ford had conjured up “Corinthian white”, using the description for both a paint code and the vinyl used for interior trim.  Ford’s Corinthian White was very close to their long used “Wimbledon White”, the latter slightly less stark and closer to an “eggshell white” although far from a “cream”.  The difference is apparent only if two vehicles are parked side-by-side and restoration houses say Corinthian White can be re-created by paint suppliers which achieve the effect by adding a small amount of a certain shade of blue to the mix.

The Rolls-Royce Camargue

Although it’s never been confirmed by the factory, one source claims that a consequence of Chrysler in 1974 conjuring up “fine Corinthian leather” was that Rolls-Royce was forced to abandon the idea of calling their new model the Corinthian, adopting instead Camargue, (a region on the Mediterranean coast in the south of France).  For Rolls-Royce, Camargue was probably a better choice, tying in with their existing Corniche two-door saloon (which many might have called a coupé) and convertible (by the 1970s factory (mostly) had ceased to use the historic terms FHC (Fixed-Head coupé) and DHC (Drop-Head Coupé (DHC) although there was in 2007 a nostalgic, one-off revival for the Phantom Drophead Coupé).  The French word corniche has certain technical meanings in geology and architecture but Roll-Royce used it in the sense of “a coastal road, especially one cut into the face of a cliff”, specifically using the imagery of the Grande Corniche on the French Riviera, just north of the principality of Monaco.  The factory had first used the Corniche name in 1939 for a prototype light-weight, high-performance car which could match the pace of the big, supercharged, straight-eight Mercedes-Benz able to explore Germany’s newly built autobahns at sustained high speeds never before possible.  The car was damaged during testing in France and was abandoned there after the outbreak of hostilities, only to be destroyed in a bombing raid although whether the Luftwaffe (the German air force) or the RAF (the UK's Royal Air Force) was responsible isn’t known.

1968 Bentley T1 Coupe Speciale by Pininfarina (chassis CBH4033).  It wasn’t as if Rolls-Royce weren’t aware of how Italians thought a Rolls-Royce or Bentley coupé should look.  The Speciale should have been a warning heeded although, to be fair, it probably is better than the Camargue.

So whether as some minor ripple of chaos theory or the factory always intended to continue allusions to continental geography, in 1975 the Camargue was released with few technical innovations of interest other than the automatic split-level climate control system which was an industry first and said alone to cost about as much to produce as a middle-class buyer might spend on a whole vehicle.  Other footnotes included it being the first Rolls-Royce designed and produced (except for the odd carry-over component) using metric measurements and the first with the famous grill inclined at (for mid-century Rolls-Royce), a rakish 7^o rather than the perfectly vertical aspect always before used although the now noticeably lower grill was built still using the same technique the architects of Antiquity employed to create the clever optical illusion making the columns appear to the naked eye to be of identical dimensions although it wasn't the similar math of entasis, used for thousands of years to make slightly curved Corinthian pillars appear perfectly perpendicular.

The Pantheon Temple, Rome (left) and 1985 Rolls-Royce Camargue (right).

The Pantheon's Latin inscription M·AGRIPPA·L·F·COS·TERTIVM·FECIT actually isn't all that poetic and reads like a note the draftsman might have put on the blueprint (had there then been blueprints): it translates as "Marcus Agrippa, son of Lucius, made [this building] when consul for the third time.", crediting the Roman statesman & general, Marcus Vipsanius Agrippa (circa 63 BC–12 BC) who originally commissioned the construction during his third consulship in 27 BC.  The Pantheon that stands today was rebuilt by Emperor Hadrian (Publius Aelius Hadrianus, 76–138; Roman emperor 117-138) circa 126 AD after the original structure suffered severe damage in a blaze.  Hadrian chose to retain Agrippa's inscription as a tribute (not all the emperors were narcissists).  Since AD 609, the Pantheon has been a Roman-Catholic church and is known as the Basilica Santa Maria ad Martyres (Basilica of St. Mary and the Martyrs).

Despite the popular perception, what Rolls-Royce describes as their "Pantheon grill" doesn't feature a classic entasis (slight swelling in the middle of a column to counteract the illusion of concavity), the design does incorporate a similar visual effect: there is a (very) slight curvature which in the factory's vernacular is known as the "waftline".  Although there are, understandably, many references to the grill being the "Parthenon grill" (and there is a well-reviewed Greek restaurant in Murfreesboro, Tennessee called the Parthenon Grille), the factory has never used the term and say the designed was inspired by "Rome’s imposing Pantheon temple", a structure "...purposefully built with wider middle sections so the human eye perceives each long pillar to be completely straight."  What the architects of Antiquity did was use use an optical illusion as a "corrective" to achieve perfect visual symmetry and the Rolls-Royce engineers replicated the approach, the grill's columns wider towards the edges.  The waftline is used elsewhere, notably the gentle, upswept sweep along the sill-line which Rolls-Royce says "creates a powerful, poised stance and makes the car appear to be moving when stationary...", creating the impression of "calm perfect motion and accelerating quickly without fuss".  They clearly like the word "waft" because they coined the neologism "waftability" which is said to be "the essence of the brand".

1973 Rolls-Royce Corniche Saloon (left) and 1975 Rolls-Royce Camargue (right).

In 1975 however, it's wasn't the almost imperceptible rake of the grill or the adoption of metric measurements which attracted most comment when the Camargue made its debut.  What was most discussed was (1) it being the world’s most expensive production car and (2) the appearance.  At that end of the market, the 30%-odd cost premium against the mechanically similar Corniche wasn’t going to produce the same effects in the elasticity of demand as would be noted lower in automotive pecking order and indeed, the Veblen effect can operate to make the more expensive product more desirable.  The consensus was the Corniche, although by then a decade-old shape, was better balanced and more elegant so for success to ensue, Rolls-Royce really were counting on Veblen to exert its pull.

Lancia Florida II (1957, left), Fiat 130 Coupé (1971, centre) & Rolls-Royce Camargue (1975, right).  The origin of the shape is most discernible in Pininfarina’s Lancia Florida, a different approach to the big coupé than would be taken in the 1950s by the Americans.  The late Fiat 130 coupé was one of those aesthetic triumphs which proved a commercial failure while the Camargue is thought a failure on all grounds although, for those who prize some degree of exclusivity, it remains a genuine rarity.  As it was, between 1975-1986, only 531 Camargues were sold (including a one-off Bentley version which was a "special order") while the Corniche lasted from 1971 until 1995, 6,823 leaving the factory including 561 Bentleys, the latter now much sought.  In a sense, the Camargue was ahead of its time because Rolls-Royce in the twenty-first century began offering some quite ugly cars and they have sold well, the Veblen effect working well.  

Unfortunately, the Camargue, while it did what it did no worse than a Corniche saloon, while doing it, it looked ungainly.  Styled by the revered Italian studio Pinninfarina, the look was derided as dated, derivative and clumsy and it’s this which has usually been thought to account for production barely topping 500 over the decade-odd it remained available.  In the years since, some tried to improve things and a number have been made into convertibles, an expensive exercise which actually made it worse, the roof-line one of the few pleasing aspects.  One buyer though was sufficiently impressed to commission a one-off Bentley version, one of the few instances of a model which genuinely can be claimed to be unique. The same designer at Carrozzeria Pininfarina who signed off on the Camargue was also responsible for the earlier Fiat 130 coupé, something in the same vein but on a smaller scale and the Fiat is a rectilinear masterpiece.

Platform by Mercedes-Benz, coachwork by Pininfarina.  1956 300 SC (left), 1963 230 SL (centre) & 1969 300 SEL 6.3 (right).

Whether the knife-edged severity of the 130 coupé could successfully have been up-scaled to the dimensions Rolls-Royce required is debatable but Pininfarina had lying around a styling exercise done years earlier, based on a Mercedes-Benz 300 SEL 6.3 and it was this which seems to have inspired the Camargue.  The Italian studio’s interest in Mercedes-Benz had in preceding decades produced some admired designs although the occasional plans for limited production runs were never realized.  In 1955, a coupé based on the 300b saloon had been shown, followed a year later by a 300 SC which most thought better executed, and certainly more contemporary, than the Germans' own effort.  The best though was probably the 1963 230 SL which lost both the distinctive pagoda roof and some of leanness for which the delicate lines are most remembered but it was thought a successful interpretation.  Mercedes-Benz should of course have produced a two-door 300 SE 6.3 because the W111/W112 two door body (1961-1971) was their finest achievement but the planet lost nothing by Pininfarina's take on the idea being rightly ignored.  In retrospect Rolls-Royce probably wished they too had "failed to proceed" and when the time came to do another big coupé, the job was done in-house, the Bentley Continental (1991-2003) an outstanding design and neither Rolls-Royce nor Bentley have since matched the timeless lines.