QOTD: Why Such a Tease?

Steph Willems
by Steph Willems
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]

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2 of 19 comments
  • Iamwho2k Iamwho2k on Jul 24, 2018

    The marketing people need to do something to justify their paychecks. Otherwise, you can only surf the Internet so much at your desk.

  • Brn Brn on Jul 24, 2018

    Sorry, my mind wandered off. What were we talking about?

  • Wolfwagen I would rather have an annual inspection that may catch something early or at least the driver can be informed of an impending issue. Government vs private is another issue and unscrupulous mechanics is another.On a slightly different topic is the inspection of salvage or rebuilt cars. In NYS it is strictly to ensure that stolen parts were not used to rebuild the vehicle. I would rather see an inspection to ensure that the vehicle has been properly put back together.
  • PeterPuck For years, Ford has simply reworked existing designs originating from Europe and Japanese manufacturers, not being capable of designing a decent car in the USA.What’s the last clean sheet design from the USA? The 1986 Taurus?And they still can’t manage to get things right.why is this? Are they putting all of the competent engineers and designers on the F150? Is woke diversification affecting them, as some rumours suggest? Are they rewarding incompetence?
  • Brandon What is a "city crossover"?
  • Tassos What was the last time we had any good news from Ford? (or GM for that matter?)The last one was probably when Alan Mulally was CEO. Were you even born back then?Fields was a total disaster, then they go hire this clown from Toyota's PR department, the current Ford CEO, Fart-ley or something.He claims to be an auto enthusiast too (unlike Mary Barra who is even worse, but of course always forgiven, as she is the proud owner of a set of female genitals.
  • Tassos I know some would want to own a collectible Mustang. (sure as hell not me. This crappy 'secretary's car' (that was exactly its intended buying demo) was as sophisticated (transl. : CRUDE) as the FLintstone's mobile. Solid Real Axle? Are you effing kidding me?There is a huge number of these around, so they are neither expensive nor valuable.WHen it came out, it was $2,000 or so new. A colleague bought a recent one with the stupid Ecoboost which also promised good fuel economy. He drives a hard bargain and spends time shopping and I remember he paid $37k ( the fool only bought domestic crap, but luckily he is good with his hands and can fix lots of stuff on them).He told me that the alleged fuel economy is obtained only if you drive it like a VERY old lady. WHich defeats the purpose, of course, you might as well buy a used Toyota Yaris (not even a Corolla).