Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

1. READ OUT LOUD
THE STORY BEHIND
- KOENIGSEGG -
FROM BOYHOOD DREAM TO SUPERCAR

2. BEFORE YOU START….
please look into your camera and tell
us slowly your name, city and
country… Then you can start reading
this paragraph out loud… Have fun!

3. But it also shows that Koenigsegg is
hard to stop: a few weeks after the
fire, we resumed production in two
former jet-fighter hangars, albeit it at
a slower pace.” The hangars, which
were on the grounds of an old army

4. base, turned out to be the perfect
location.
Inside, the hangars look more like an
operating theater than a production
area. Work is carried out

5. simultaneously on a maximum of
seven cars. Every car goes through the
seven production stations, where they
remain for two weeks. Next to the
hangar lies an old runway for those
clients who fly in on their

6. private jet. The plane can even be
driven into the hangar, so that no one
needs to know who has come to visit.
This runway is of course also the
perfect test track to take the sports car
to its top speed of more than 400

7. kilometers an hour. Unfortunately,
there will be no such test drive for me
today. Perhaps Christian, at the
insistence of his insurance company,
has changed the rules regarding test
drives – after a car ended up in the
tire piles during a 2006 Top Gear-
program.

8. - END OF RECORDING-