Many brands are aligning themselves with Slow. Sometimes the product itself fits snugly with the Slow ethos; sometimes less so. Either way, it’s another sign that the idea the slower can be better is gaining currency.
This is an ad from Audi. In 2007, the German automaker launched its new sedan with the slogan “The Slowest Car We’ve Ever Built.”
They didn’t mean their latest model would struggle to overtake a vintage Lada. When they said this is the “slowest” car we’ve ever built, what they meant was this is the “best” car we’ve ever built.