Well, I know it’s early in 2018, but I’ve already gotten my favorite email of the year. It’s a press release that boldly answers the question we’ve all been asking: What’s with the Birnbom situation? Has Marvin Birnbom found a way to personalize his 2016 Cadillac CT6? The answer, I’m delighted to say, is yes. Yes he has.

Here’s the full press release we received:

Just in case you can’t read the text there, here’s the copy in full:

When Marvin Birnbom of Montreal, Canada decided he wanted to be a bit different he went out on Google and found a source for a genuine antique 1940 Cadillac mascot. Once the Mascot arrived the next step was for him to carefully mount the mascot on the $2,000 CT6 all aluminum hood. Careful does it and the resulting job turned out to be a real head turner. The mascot and the front end were a beautiful marriage. I could not believe the attention it gets and the compliments it earns. I would never have believed how many people would notice and comment on the arrangement. Marv has access to antique mascots going back to 1901. marv@surplustraders.net 514-739-9328

I’m a little confused about this copy, because it starts by referring to Marv in the third person, then switches to first person, which still seems to be Marv?

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Still, that barely matters, because the point is that Marv Birnborn has acquired a 1940 Cadillac hood ornament, carefully affixed it to his car hood, and is now thrilled.

And I can see why! That’s a fantastic hood ornament, and it looks great on his CT6, despite the decades of time separating the two elements.

Marv is a man who is clearly enjoying his Cadillac CT6 to the absolute fullest, and that makes me very happy. I love that this guy was so delighted with his bit of car personalization that he decided to release a goddamn press release.

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I mean, really, who hasn’t wanted to do something like this when you’ve made a cool modification to your car? Hell, we write articles when we do things to our cars here—why shouldn’t Marv Birnborn have that right, too?

I also really like the last line of the press release:

(To request an e-mailed digital version of this PR RELEASE kindly request document 610 from; marv@surplustraders.net

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I’m pretty sure I was just e-mailed a digital version of this PR RELEASE, but I love that it’s “document 610.”

Okay, I just got off the phone with Marv. He’s even better than you think. He’s 88-years-old, retired, and when I asked him what made him decide to issue a press release, he just told me it’s because he’s “an opportunist.”

Marv went on,

“I’m not a designer, just an individual. I put that nosepiece on, held my breath—I can’t believe how many people notice it!”

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Marv did the work himself, nervously drilling into the Cadillac’s $2,000 aluminum hood.

“I was afraid people would laugh at me,” he confided, “but they love it!”

Marv told me his next project is to install one of those LED-matrix signs that can display moving text in the back window. He wants to thank people who “do him a kindness” on the road, and to remind “assholes not to tailgate.”

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Along with the CT6, Marv owns a 1971 Jaguar XKE. Marv bought the Jag 45 years ago for a now-baffling $2,500. In case that’s not enough, Marv also has a collection of 250 vintage die-cast cars in his “museum room.”

Marv is delightful. I hope I’m as enthusiastic and adventurous as Marv is when I’m pushing 90. And I think I’ll follow his lead and issue a press release for every freaking thing I do to my cars.

So, let’s hear it for Marv, and all agree to request document 610.