AS AN AUTOMOTIVE journalist of a certain vintage, I get approached from time to time for the occasional special project. A few years ago, I worked with a private-equity house that was considering investing in small British sports-carmakers. As part of our research, we identified 22 new or revived brands that had launched over the previous 15 years, such as Invicta and Austin-Healey. Of those 22 start-ups, just one had survived: Ariel, which is still making its extreme, exoskeletal two-seaters to great acclaim but in tiny numbers.
Designing a new car is the easy bit; building it to scale with doors that thunk nicely is really hard. Ariel has endured by not bothering with either scale
