Chromjuwelen Motor Öl Debut At Techno Classica Essen

What an experience. A few days ago we had our Chromjuwelen Motor Öl debut at the famous Techno Classica, the legendary "Klassik Weltmesse" in Essen. And it was AWESOME.

Our big THANK YOU! goes to our friends Michael Schade and Wolfgang Prostka from OETTINGER Sportwagen, with whom we teamed up for our booth. And to Ulla & Mathias Jahn of "FUNC. functional furniture etc" — for sending us their unbelievable furniture. And — of course — to all our friends who visited us.

We had a very entertaining week. But the best thing ever were the confused faces of all those, who thought Chromjuwelen Motor Öl is just another marketing fake.

No. Chromjuwelen Motor Öl is not just another internet hipster gimmick. It's just the best custom tailored motor oil you can get for your classic engine. For all details visit chromjuwelen-oil.com. To order your set (15W-40, 20W-50), pay mathy.de a visit. And if you are a reseller — drop us a line!

Magnus Walker, Höing Sportmotoren & Chromjuwelen Motor Öl

Blushing — thank you very much Carlos Fernandez Laser!

Magnus Walker, Höing Sportmotoren & Chromjuwelen Motor Öl via Conleys.

Style Deluxe: Bell Rock Rod

When Oliver Kaps told me the first time that he'll build a stretched Hot Rod, I was like: W-T-F. And I suppose everybody thought "W-T-F" as well. Beside Olli himself. He was always sure it would look awesome. Now, as the rod is finished, I know I was wrong. The car is a beauty. Although it has been stretched.

Mr. Kaps picked up a 1931 Chevrolet as a basis. And if you are familiar with the German TÜV, you'll know what it means to get such a monstrum street legal. Ok, it wasn't easy all the time, but Olli accomplished it. Chapeau!

The Bell Rock Rod was built for the Bell Rock Hotel (Rust Europar Park). You'll find a lot of details on Olli's site — just follow this link.

(Photos: Carlos Fernandez Laser)

Chromjuwelen Motor Öl X Oldieklinik Bruckner (Austria)

It's official — we just teamed up with our first partner in Austria: Bruckner's Oldieklinik. For us it's a major honour, especially as Otto Mathé, the builder of the famous Porsche-based "Fetzenflieger"and the racing legend who developed the additive (Mathé® Classic), came from Innsbruck, Austria. 

Sorta homecoming.

Chromjuwelen Motor Öl: Top Gear Magazine, Petrolicious

I love my inbox (not). I just rediscovered this photo Clemens Gleich (mojomag.de) sent me — over a month ago. The reason why I turned my back to my inbox (and overlooked this Top Gear Magazine photo) is we shut ourselves away to build a brandnew Chromjuwelen Motor Öl website, which you might have seen already. If not — shazam, HERE IT IS. 

You can't make an omelette without breaking eggs. Ok, and while we're on it, I forgot to say thank you to Wrenchmonkees as well. Darn, I am an idiot ... 

Well, with this one I will be much faster: our soulmates from Petrolicious just presented our tailor mad engine oil to their audience — thank you very much, Barmak!

Mercedes-Benz: Die G-Klasse von 1979 bis heute

Darn it! Now I am hooked. And want a Mercedes-Benz G-Class. Especially as I sold my Mercedes-Benz W 108 in 2012.

Anyway — Thank you very much for sending me "Legendewagen — Die G-Klasse von 1979 bis heute", Mercedes-Benz!

Google+ Communities

"Google+ Communities" is the new kid on the block. And although a lot of people think Google+ is dead, we think it's worth a try. As of shortly Google's tools felt clunky and geeky, but in the meantime that has changed. The web-interface is smart, and the new mobile app is a killer. No more fiddling with different apps, just one intuitive and snappy client.

Beside from that the quality of communications quality on G+ is very high. Which is perfect for our intention, as we aren't interested in just another blinged and artistically-filtered food porn flash in the pan. Our intention is much more to create cultural (Think: Motorkultur!), long-tailed storytelling.

You wanna join the party? Follow this link!

Chromjuwelen Motor Öl: Print

ramg Magazin 2012

Wallpaper Magazine 2012

Elle Dezember 2012

Edition – Das Werte Magazin (Nummer 3, 2012)

auto revue 2012

Street Magazine (November 2012)

PowerGlide Magazine 2012

Eigen Huis & Interieur (November 2012)

Volkswagen Fleet MagazineWhen we thought first about "Chromjuwelen Products", our intention was create products which embody a certain type of lifestyle. The mixture of Chromjuwelen Motor Öl in print — auto revue, Edition, Elle, Eigen Huis & Interieur, Fleet Magazine, PowerGlide, ramp, Street Magazine, Wallpaper Magazine — shows we reached that target. Yeah!

Chromjuwelen Motor Öl can be ordered here. If you are looking for some further information about Chromjuwelen Motor Öl, follow this link.

Dear Auto Industry, It's time To Roll Up Your Sleeves And Get To Work

Our friends from Amy & Pink just posted this Rammstein video of "Mein Herz brennt". There's one sentence in Amy & Pink's article, which made me laugh:

"Etwas, das dein großer Bruder, der jetzt um die 40 ist, hört, wenn er an seine Exfreundin denkt, die ihn wegen Torsten, dem stellvertretenden Filialleiter des lokalen Tengelmanns verlassen hat." (Rough: "Something your 40 years old brother is listening to, when he thinks of his ex-girlfriend — who left him for Torsten, the manager of the local supermarket.")

A moment later the laugh sticked in my throat.

For some time past we are asking different automotive industriy, marketing and media decision makers about the average age of their readers and clients. And without the ability of attesting it — the average age seems to be something between 35 and 50 years. If not even higher. Once again, this is just a gut feeling. But it seems car enthusiasts are at the least 40+.

So – compared to Amy & Pink's article – are (we) car enthusiasts just as the above mentioned old (fashioned) brother? Recapitulating the majority of our meetings we had with the German Auto(motive) Industry recently, I would go so far to say: Yes, we are.

Here are some more interesting details. Sorry for linking to German articles, but I am sure — if you ask a search engine — you'll find similar articles written in your language as well:

• Adolescents prefer smartphones/communities to driving licenses.

• (Maintenance) costs for automobiles are way too expensive.

• Media usage behavior is changing dramatically and irretrievably. Which means: Ads and offers don't reach younger people.

• Brand values are in danger to age (and to die) — as they aren't connected to younger, inspiring (lifestyle) scenes.

• It seems more than a few decision makers don't understand the opportunity of converting a brand into a sender. Which is crucial at the moment.

• Journalists/bloggers mutated into rat racing SEO-bots. But will search engines reach a younger – and much more skeptical – target group?

• ...

Ok, there is one (courageous) star in the (media) sky which gives hope, because he is doing a lot of things properly. But what about the rest? And what about the auto industry suppliers? If the trends will prove to be true — will any younger person ever be interested again in the product differences of tires, dampers, wheels? The risk of being buried in oblivion is high.

Dear Auto Industry: Awake – Dein Herz brennt. It's time to roll up your sleeves and get to work. Bethink yourself of your core (brand) values and start communicating — but be aware of all the filters that are installed to avoid annoying advertisement. Please start surpriseing us again — like Tesla does, like Car2Go does. But stop acting that stony. 

If you need any help, let us know.

Two Car Shows On Two Continents In Five Days

Mercedes-Benz Ener-G-Force

Mercedes-Benz Ener-G-Force

Wolfgang Würth, smart electric bike

smart electric bikes, Niketown, Beverly Hills

The Jim Henson Company, smart forjeremy

Jet-lagged and tipsy: Mathias "MC Winkel" Winks and some muppet

James Bond Aston Martin DB5 Coupé, LA Auto Show 2012

Decadent lunch with Marcel Winatschek (Amy & Pink), David Fischer (Highsnobiety) and Mathias Winks (Whudat)

"A brand is your friend" — Word.

Slammed W108 with mascara (caption borrowed from Clemens Gleich)

Now, with a Chromjuwelen branding, this Opel Kadett is worth over a million. No — wait: Five millions.

Bon appétit!

Yes, you can. You can visit two car shows (LA Auto Show, Essen Motor Show), three world premieres (Mercedes-AMG SLS AMG Coupé Black Series, Mercedes-Benz Ener-G-Force, smart forjeremy) and several parties in five days. Here's a quick journal:

• Tuesday, November 27th (early): HAM-FRA-LAX

• Tuesday, November 27th: Arrival Los Angeles

• Tuesday, November 27th: Beverly Hills on smart electric bikes

• Tuesday, November 27th: Presentation Mercedes-Benz Ener-G-Force

• Tuesday, November 27th: Presentation smart forjeremy at the Jim Henson Company

• Wednesday, November 28th: LA Motor Show

• Wednesday, November 28th: Santa Monica

• Wednesday, November 28th: Departure (LAX-MUC-DUS)

• Tuesday, November 29th: Arrival in DUS

• Tuesday, November 29th: Dinner with Chem-Tools

• Friday, November 30th: Essen Motor Show 2012, meetings

• Friday, November 30th: AUTO BILD Race Night

• Saturday, December 1st: Essen Motor Show 2012, meetings

• Saturday, December 1st (late): Back in Hamburg

• Sunday, December 2nd: BRAINDEAD

• Monday, December 3rd: BRAINDEAD

What I learned: You need a really good condition (err ... really?). And some good friends, who help you.

I would like to thank Mercedes-Benz/smart for the hospitality, Klaus Rasch for saving me from the police in Santa Monica, Thomas Backe and Dieter Hofem for picking me up in DUS, Manfred Prescher and Stefan Müller for the wonderful Race Night — and DOTZ/AEZ for gallons of coffee.

And not to forget — thank you David Fischer (Highsnobiety), Mathias "MC Winkel" Winks (Whudat), Marcel Winatschek (Amy & Pink), Michael Kaune (QVEST) and Matthias Arens (Quality) for teaching me lessons in "Lifestyle, Ego-Blogging and Fashion"!