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A lifelong VW diehard's verdict: the company that built an empire on enthusiast love — the GTIs, the R32s, the Wörthersee one-offs — has spent a decade alienating those fans with Dieselgate, botched EV software and anonymous crossovers, and now deserves the trouble it's in.

They are the BMW of pants — they name everything with numbers. What starts as controversial often becomes conventional, and jeans went from farmers, ranchers and railroad workers to Brando to hippies to everybody, in about forty years.

Porsche would rather nearly go broke than fake Renn Sport — there is no RS-lite, it's all or nothing — and seventy years of that engineering-first obsession gives RS cars a lasting power other race cars for the road simply can't touch.

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Peak Nissan built legends like the R32 GT-R while quietly bleeding money, and Speeed fears the Re:Nissan plan — plant closures, fewer platforms, Rogues first — saves the balance sheet by giving up the identity that made the brand worth saving.

Carhartt is cool because cool people caught on to what hardworking people knew all along. It is not easy to appeal to a hay bucker in Iowa and a creative director in Brooklyn without isolating one of them or the other or both — and if you started out with that as your goal there is no way it would ever work. Yet somehow, both accidentally and on purpose, that's exactly what Carhartt has done.

Why do hot famous people love this camera? It could be the romantic history, it could be the craftsmanship, or it could just be that famous street photographers use them and if you're rich you can afford a camera that somehow associates you with those creative cool people. Worth knowing: Ernst Leitz II smuggled Jewish employees and their families out of Nazi Germany by transferring them to overseas jobs. His motto was do good but don't talk about it.

A century of rebrands with only flashes of a real identity — attainable English luxury peaking at the E-Type, then decades of Leyland shoddiness, shell games and failed reinventions, and now a £200k EV pivot that Speeed hates but suspects is a smart bet on a customer who no longer exists.

Mike saw the potential of the old Cayenne before almost anyone and developed nearly every part imaginable for it — if this build inspires you, Speeed says you 100% need to check out Eurowise Performance, an American small business run by real enthusiasts.

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The hand-scrawled surfboard signature that laid the foundation for streetwear as a global phenomenon — every bit as influential as Ralph Lauren, still delivering hits with unimpeachable taste long after Shawn left, and Speeed's favorite brand consistently throughout his life.

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After two failed attempts at buying its way into skate culture, Nike finally cracked it by listening — retooling a shoe skaters already loved and putting real riders' names on it — and in doing so redefined what a sneaker could be, even if mainstream ubiquity cost the culture some of its edge.

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The ultimate bro watch. Big on pilot's watches and relatively understated. The bad: they're pretty big.

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The absolute benchmark of luxury industrial watchmaking. They live up to the hype, and the watches are literally as good as cash. But people who treat them like status symbols and the speculators on the grey market are kind of a turn-off.

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Just like Toyota, Seikos are really well built and they work. Utilitarian, very Japanese.

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Did very divisive collabs, but for centuries they've been the leader in high horology, making classics like the Royal Oak.

There's a saying: sketchy dudes wear Breitlings. Sketchy can be cool. Sketchy can also not be cool. Strong ties to the military and aviation. Also these watches are very big.

One of the most popular watches in the modern era. A scratched-up Santos worn casually is very cool. They take a jewellery approach to design and have some very timeless watches.

If Seiko is a Toyota Corolla, Grand Seiko is a Toyota Century — handmade by Japanese craftsmen who have dedicated their life to one singular technique. There is no parallel.

Ed Hardy, Chrome Hearts vibes. There is serious watchmaking going on even if it doesn't appeal to the mainstream watch guy. It's very cool to hate on them right now, which probably means in a few years it will be very cool to own one.

Moon landing, modern James Bond, the entry into the luxury segment. But recently they've gotten a little expensive.

The true old money watch. They've made watches for almost every king, queen or royal for the past 200 years. It really is a 1% watch — whether you like that is up to you.

Incredible motorsport history, a few very iconic models, currently kind of expensive for what they are, and they sort of shifted direction in a way that's turned a lot of people off.

Vintage proportions — if you want a brand new vintage Rolex, buy a Tudor. A watch guy watch because of the insane value proposition: you benefit from Rolex know-how at a price point nobody else operates in. Owned by the Hans Wilsdorf Foundation, so profits go back into the company or out to charity. (Disclosure: Speeed is an ambassador for Tudor.)

High horology, understated, focused on complications, with a very deep collector community.