QOTD: Why Such a Tease?

Dodge doled out scraps of information and imagery for what seemed like years in the lead-up to the launch of its limited-run Challenger SRT Demon, and it nearly drove us nuts. Just how long can a striptease go on before the audience loses interest?

Toyota’s on the verge of finding out with its upcoming Supra — another vehicle that’s taken so long to deliver the goods, the guys in the front row are paying their tab and stumbling out to the parking lot, fearful of what awaits them at home. More commonly, automakers deem it sufficient to release a zoomed-in image of a headlight, blackened silhouette, or a fender crease a day before the new or refreshed model’s official unveiling.

It’s every automaker’s hope that this little glimpse of skin arouses powerful emotions. The reality, however, might be far different.

We’re an impatient society, and social media, digital everything, and the ability to fast-forward through commercials has only served to stunt our attention span and imagination even further. Sad, but true. Unless the teaser shot reveals something new about the powertrain or bodystyle, such images are an exercise in frustration. It’s usually just an opportunity to talk about the model’s sales.

Tradition being what it is, there looks to be no end in sight to this practice. Some automakers attempt to stand out from the herd by changing it up, swapping teaser photos for a teaser video or, God forbid, a miniseries — with varying results. Audi’s multi-episode teaser for the Q8 had Matt Posky pulling his hair out.

But on to the QOTD. What’s your stance on pre-reveal teasers? All good, all bad, or is there room for nuance? Also: how would you generate public interest (or at least media coverage) in an upcoming model if handed the reins of an automaker’s marketing department?

[Image: Fiat Chrysler Automobiles]