Slicknick does GIMS


Now onto the BAD and the UGLY, as promised in my previous posts, but before that, let me create a small sub-paragraph for the honorable mentions of the show in my personal view:

Jaguar F-Type SVR: Though I've never really been a fan of Jaguar either, and never even laid eyes on an F-Type in admiration before, I must say; this new SVR treatment makes it look like a proper handsome brute. If I were to be on the lookout for a fast and loud British GT, I wouldn't even think twice and get myself one of these instead of the pretty yet geriatric and unnecessarily expensive AM Vantage
BMW i8: Ok, not a new release by any means, but I must say, it is the first time I looked at one in length and really started to appreciate the design of this thing. As I have also stated for the McLaren 720S, this car too, is proof that purpose can have true beauty.
Mercedes-Benz AMG GT R: Always thought that when it comes to trying to replace the mighty SLS, the AMG GT never really floated my boat, but this one did quite a number on me. Even though I got to see it in previous motor shows, this was the first occasion where I really got to pay close attention to it, and really grew to liking it, surely the green beast has its own magnificence, though be careful, its looks are quite color-sensitive
Audi R8 V10 plus: Always had a bit of a sweet tooth for this new R8, and it still holds true. I got to sit inside one, and even though it is very well built and all that, it just doesn't give you that "exotic" feeling somehow (feels like a proper sports car but NOT a supercar as such). Then again, this is my only criticism, and a minor one at that

THE BAD:
Rimac Concept One:
Sure, the proposition of doing 0-200 km/h (0-124 mph) in 6.0 seconds sounds absolutely mind blowing, and the fact that it is an EV makes one have tremendous respect for Mate Rimac and his creation. That said, why would anyone want something that looks like a sporty Tesla at the front and a friggin bread van at the back, when they want to blow large sums of cash on a hypercar? While I still have respect for the car, it just doesn't float my boat

BMW: All I got to see was the 4-series/M4 LCI, it seems BMW turned up with very little to offer, saving their top cars for Frankfurt, and that sort of showed with the people's reactions. Normally, the BMW stands are swarmed with people in whichever motor show you go to, but in this case, it wasn't as crowded. Sure, Merc weren't brilliant either, but at least they have come forward with that AMG GT concept, as well as that DV SUV concept car


THE UGLY:
Rolls-Royce:
Even though I knew that nothing "groundbreaking" would be brought to Geneva, as the Phantom VIII will debut in Frankfurt later this year, I have to say, I am massively disappointed with Rolls-Royce on this motor show. Even though they have just facelifted the Wraith and released a "special edition" of the Ghost, all they had in display were 3 white Dawn's with different colors of soft tops, and a Wraith Black Badge, which they had already show last year, that's it. To make matters even worse, the sales representatives were doing nothing (i.e. entertaining potential customers and all) but chatting amongst themselves on the corner, it's as if the RR brand just wasn't interested in this even in the first place. But then, why bother to even turn up? At least BMW and Merc brought "facelifts" and concept cars respect

Mercedes-Maybach G 650 Landaulet: The only car currently in production that is less desirable than the Range Rover Evoque convertible. I hated it when I first saw the official pictures, and in real life, I am pleased to report that it looks like dog sh*t. A true combination of brash and uselessness all rolled into one. The only way anyone would want this car is if he is a Third World dictator willing to go on Safari in enormous comfort
 
Rolls-Royce's Bespoke proposition was the Million-Euro plus crushed diamond infused paintwork on an Extended Wheelbase of the Ghost. This was sold to a Wealthy Owner on the first day. The other cars including the Dawn special editions were also sold.
 
Rolls-Royce's Bespoke proposition was the Million-Euro plus crushed diamond infused paintwork on an Extended Wheelbase of the Ghost. This was sold to a Wealthy Owner on the first day. The other cars including the Dawn special editions were also sold.
I'm really happy for them that they were sold, just that Rolls-Royce as a brand generally didn't seem very interested in the show somehow, as far as I could observe as an outsider
 
I'm really happy for them that they were sold, just that Rolls-Royce as a brand generally didn't seem very interested in the show somehow, as far as I could observe as an outsider

Rolls-Royce do a lot of customer focused events as witnessed by their absence at Paris last year.
They don't even attend the Detroit NAIAS. Most of their public events are geared towards customer interaction and the high signature lifestyle you expect to be associated with Rolls-Royce.
MINI are another absentee having skipped Geneva second time in a row as again direct customer focus is how MINI are gaining their sales.
 
Rolls-Royce do a lot of customer focused events as witnessed by their absence at Paris last year.
They don't even attend the Detroit NAIAS. Most of their public events are geared towards customer interaction and the high signature lifestyle you expect to be associated with Rolls-Royce.
MINI are another absentee having skipped Geneva second time in a row as again direct customer focus is how MINI are gaining their sales.
Ok, I'd understand and respect that....but then why bother to even turn up in Geneva and have a half-@ss display than sit it out and do customer-exclusive events only?
 
The question is, does Mercedes do customer exclusive events in addition to having a large presence at Geneva?
Are you crazy? Only the incredibly amazing and oh-so-intelligent folks at BMW do that! Mercedes Benz would never be so innovative in their marketing and product positioning strategies - they still use stamps and postcards. How else could they possibly justify making such economically unfeasible vanity projects?

Quite interestingly, I never got an invite to one of these "highly focused" customer sessions for the launch of the new 5er, in spite of my customer profile in their CRM system. Maybe company directors aren't the right target audience for the 5er given its primary brief as business executive conveyance? Oh, wait...

BMW's Centenary was uninspiring last year if one has to be honest. Whilst the M2 and M4 GTS were great as enthusiast cars, the concepts were ho-hum and the leveraging of the BMW i brand for the portrayal of a future BMW, as a whole, as being both realistic and sustainable was non-existent. Where exactly is BMW's much-touted electric future and why has it been so long for us to see the next big e-thing after years of i8 repeats? A concept car imagining the next 100 years is pure folly - people need to see something that's much more tangible and relevant in the short to mid-term.

BMW seems to dismiss the importance of auto shows because, seemingly, cars don't get sold at car shows and that the only (and hence, limited) exposure is to the people present. In addition, the auto show gets dismissed as a pointless dick measuring contest. I have a couple of issues with this thinking...

First of all, if you want to be so cavalier about such things, then why pitch up at all? Don't turn up. Do something different but do something. It's all about perception management and if your auto show turn out is lack-lustre then the market starts to perceive you as lack-lustre. You're damn right it's a dick measuring contest - so pitch up, put out and make a good fist of things because you are being measured. And not just by the show-going motoring hacks and Joe Public; oh no, you're also being measured by your industry peers, contemporaries and competition. Furthermore, the auto show has garnered much more relevance in an IoT world because it has become so much more of a global event. Auto show media reaches hundreds of millions of online participants, all watching to see who does what, when and how.

No doubt BMW still make great cars for actual car buyers - it's irrefutably borne out in the global sales performance - but sustained dominance needs to be maintained on all traditional as well as new, disruptive fronts. Right now, we can't truly say that BMW comes across as an outright paragon of excitement in the automotive sector. Sure, the new 5er is all fantastic and that, but, it's also hella safe (it HAS to be btw) and that seems to be the only message coming out of Munich: safe. Safe, not as in crash-worthy and life-preserving safe, but rather safe as in unadventurous which is a synonym for dull. BMW seems to disregard the very opportunities it worked so hard to present itself with; were they to do so, no one would judge them for a safe 5er should they simultaneously leverage the considerable potential of BMW i as a showcase for a smidgen of realistically achievable forward-thinking.

BMW has such a great opportunity to leverage BMW i as the vessel for their vision for near-term future motoring and in doing so, throwing a big fat toffee by way of the competition, because BMW i is actually a production reality. Where's the monster twin-motored electric super sedan concept or the iXover or even, just for shits and giggles, an i8+ Spyder? Just something, something that's closer to reality, something to make BMW exciting again. Because, right now they're not; they've got nice, safe and very good products. And, frankly, that's boring.

In the end the pragmatists will preach the profitability and shareholder return mantra and that's all well and good. But, in the end, it's a balancing act - you have to walk many lines - between brand cachet and earnings per share.
 

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