The auto show press conference is a strange phenomenon. More often than not, it’s an executive from a foreign land, reading what is likely his third or fourth language from an obvious teleprompter, getting ready to introduce a car that we’ve all already seen at a “preveal” party. He’s typically using words like “social media,” “lifestyle,” and “aspirational,” all to describe a car that will likely sell less than twenty thousand units — if it even makes it to market.
The speeches are full of safe, non-threatening language, and normally take place in front of screens that rotate stock photos of happy multicultural families enjoying life on sunny, non-homogeneous days. The music is more Wagner than Bach, with thunderous bass and drums booming through speaker systems that even The Darkness might look at and say, “That’s a bit excessive.” And then, finally, a wall lifts and a car appears through a screen of smoke to thunderous applause from a press corps that can’t wait to rewrite the embargo materials already in their collective inbox.
So when Masahiro Moro, President and CEO of Mazda North American Operations, calmly stood next to his gorgeous new creation last week, with little fanfare or adulation, and said these words in while standing front of a black wall, accompanied only by the silence of the room, I believe he did it purposefully. Here’s what he said:
“Other companies have become quite successful by not caring if their cars are boring or not.”
Mic drop. And you know what? Moro-san is absolutely right.