Anyone who has ever been to a trade show will be aware of what monumentally dull affairs they are. Exhibition halls bigger than American fridges are filled to bursting point with stand after stand of besuited bores eulogising about their particular bit of technology and its role in industries so dull that if you ever discussed them in real life it would result in instant social castration.
Show me someone who could get excited about attending events such as The Cleaning Show, Subpostmaster Show or The International Brazing and Soldering Conference and I’ll show you someone who I really don’t want to get trapped in a lift with.
Thankfully, when it comes to putting on an expo, the automotive industry manages to buck the trend. Take motor sport exhibitions, where the vehicles vie for attention with svelte young ladies wearing attire that their mothers may struggle to approve of. The trucking community is also not averse to having a little fleshy exposure in proceedings and distinguishing between a gathering of motor cycle manufacturers and soft-core pornographers is nigh on impossible.
Main stream motor vehicle manufacturers by and large do not resort to quite such base tactics, but thanks to glamorous product launches still manage to pull off an air of excitement. The largest of the breed – the Frankfurt Motor Show – kicked off this week and has already proved to be an extravaganza of exciting new metal as manufacturer’s battle to produce the star turn. Continue reading “Upper Class Act Isn’t Working” »