The excerpt above, appearing in the top right of the ad in red, is taken from Midaregami, a book of poetry by YOSANO Akiko. The image is that of a woman in love with a man who is oblivious to her feelings for him while his focus is elsewhere (in this case, on his lecturing). The ad is comparing this poem to the engineers who put their heart into a beautiful and well-crafted product and to the customers who feel a passion to own and drive such a car. Yet the machine simply does what it does, feeling nothing for those who are so in love with it.

There is a bit of double entendre at the end that is a bit difficult to translate: michi wo toku, teaching the way, where way is similar to the analogical use as a methodology (e.g. the way of the warrior) but also has the meaning of a literal road.