Bordeaux 2025
It is April 2025.
Monsieur Propriétaire reluctantly pushed the keys to the Range Rover Sport HSE across the counter. The glum expression that washed across his face spoke volumes.
The motor pool manager caught a glimpse of his expression; it was one he had seen before, several times this week.
“You shouldn’t be too despondent sir,” sympathised the manager, his tone carrying all the tenderness he could muster. “It is merely a sign of the times. You are not the first château proprietor I have had in my office this week, and I am certain you won’t be the last. Everyone is looking to downsize at the moment, to a smaller fleet, a smaller car, or a smaller engine, anything to reduce the bill. One proprietor from the Haut-Médoc appellation can now be seen touring the vineyards on his electric bicycle. Rumour has it one in Margaux has traded in his car for a horse. Remember – tough times never last. Only tough people last.”
Monsieur Propriétaire was sure he had heard that last phrase somewhere before, but could not immediately place it.
“Yes, yes, of course,” he replied. “I am just not sure what difference it will make, nevertheless my new cost reduction and efficiency savings director insists. She is obsessed with the monthly rental costs for the château’s fleet, and she was adamant I lead by example. So here I am.”
“Quite right, sir” replied the manager. “Well, here are your fresh keys, you will find your new vehicle waiting for you just outside, in space four-twenties-ten-seven.” And with that Monsieur Propriétaire scooped up the new key fob and strode outside, before squeezing into the front seat of his new chariot, a recent model Renault Twingo in powder blue. Taking an Arthur Fuente Opus X cigar from his pocket he lit up and, inhaling deeply, he paused for a moment to reflect on the fiscal fragility of his wine business. With few sales in 2022 (they had priced too high), the same in 2023 (a decent vintage over-rated by most critics but the public still weren’t buying) and a dismal 2024 vintage (what a wash out that was), they were now well into the red.
Cost cutting was the order of the day.
“So, I have had to downgrade my transport to this toy car,” he muttered as he fired up the engine. “Let’s hope the savings are worth it. Now we will see what the rest of the team are prepared to sacrifice, in order to keep this business afloat.”
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