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Sparkle (1)
Last week my inbox was bombarded with messages from people sending me a link to this story: Carmakers cover up sexy models to win over women.
I was confused, because at face value the article seemed about 15-20 years behind -- until I saw it was about Europe. They are finally putting some clothes on their auto show models! That's nice. They're only about 20 years behind US auto shows in respecting women as a viable automotive marketing demographic.
According to Claude Guillaume, who is head of the talent agency that hires spokesmodels for the Paris show:
"We are a long way from the hostess stuck in the role of standing like a pot plant next to the car."
(I'm going to assume Claude meant potted plant. I'm not sure how one would stand like an illegal psychoactive drug, unless one was wearing a tie-dyed mini dress.)
"My clients' specifications focus on the quality of information, a trend we had already noticed at the last auto show, and which is being confirmed this time."
Having never lived in Europe I can't definitively comment on the state of gender relations there, but I always assumed that women everywhere want to be treated with the same respect for their selves -- and their spending power -- as men. I don't think I'm incorrect in that assumption. I'm glad foreign marketing teams are finally picking up on this, too.
At a consumer auto show in the US, a huge chunk the spectators will buy in the next six months. Many of those buyers are women - in fact, women have a voice, if not make the final decision, on 80 percent of all auto sales in the US. They have come to the show so they can check out the features of the cars they are deciding between without being hassled by a salesman. However, they still have questions and want information. That's where I come in, and the other product specialists -- what some still call models or booth babes.
There are men doing this job too, but in my experience most of the female visitors prefer speaking with female product specialists. Their exposure to men and cars has been the stereotypically abysmal sexist car dealer pointing out vanity mirrors and cup holders. They know another woman won't talk down to them and that we understand their needs, but they will not talk to us if we're dressed like extras in the new Miley Cyrus video.
Because of this, the vast majority of product specialists at US consumer auto shows are dressed modestly. Most of us are wearing stylish business attire or some variation of sharp casual. We have lovely cocktail dresses for special preview or charity nights, and we often are more covered up than many of the visitors.
(Side note: The exception to this last year was the Chrysler/Dodge/Jeep crew, who were wearing obscenely expensive, short, tight Herve Leger dresses and Louboutins bought with your taxpayer bailout money thanks to the Fiat influence. Don't even get me started on that. It is interesting that Fiat's corporate culture and marketing plan is heavily European-influenced. Perhaps due to this new overseas trend the women will be able to wear more than a postage stamp this year.)
I'm not sure where people get the idea that auto shows are full of bikini models. Maybe people confuse consumer auto shows with Hot Import Nights or SEMA, which are industry events. Most of the crazy booth babe pictures found on the web are from shows like this, or from Asian consumer shows.
I personally assure you, ladies, that it is safe to come to the auto show with your husbands and children. I'll have clothes on.
Read more auto show stories and commentary at my blog: Do you come with the car?
Photo Credit: Johnny Alinsworth.
