London by night in a Porsche 718 Cayman—to meet progressive start-ups of the local fashion scene.
“The love for a car can be amazingly similar to the love between people,” says Berlin-based sociologist Christa Bös. She sees common ground between passion and intimacy—not least of all in the desire for lasting or even lifelong attachment. When researchers at Ulm University showed young men photos of different types of cars and then asked which ones they liked best, the sports car topped the list. This is hardly surprising. But the amazing part was that MRIs showed strong activity in the nucleus accumbens. This part of the brain reinforces learning and pleasure and is also a reward center that responds to positive experiences like a good meal, music, a special word, a glance, a touch—or a Porsche.