Project Description

“We sometimes try to describe products in a sound bite. It’s the ‘if I can sum this up in a single word…’ cliché, and I’m as guilty of it as the next scribe. With the Primare I35, though, sound bites don’t work because it’s more complex than that. So, instead, if I could try and describe the I35 as a person, it would be ‘a good bloke with whom I’d happily sink a few pints.’ Not showy or self-important…just entertaining to be around. As any British bloke will tell you, pub-related praise is the highest you can get!”