Some 20 000 copies of CAR’s August issue rolled off the presses looking decidedly different this month. The cover bears a single, evocative image and is entirely devoid of type, except for the masthead.

They were destined for subscribers, and signal CAR’s intention to give these readers something unique each month – a creative cover that can be appreciated for its own sake, uncluttered by the marketing messages of newsstand copies.

“We value our subscribers immensely and with these beautiful, elegant covers, we hope they will feel appreciated and special,” commented CAR editor Hannes Oosthuizen. “The emphasis will be on covers that will look good on any coffee table, and will be striking enough to be a conversation point.”

The photo on the August cover is that of a rare Pagani Huayra, which has price tag of R20 million.

The concept of subscriber-only covers was tested on CAR’s Facebook page before the decision was taken to go ahead. The response was overwhelmingly positive; fans voted almost unanimously for the minimalist option, leaving comments like “classy” and “new and exciting”. And early reaction to the August cover confirms that subscribers clearly favour the cleaner version.

The CAR team will continue monitoring subscriber sentiment in deciding on future covers, said Oosthuizen.