QOTD: Should Automakers Be Hosting Launch Events Right Now?

I just got back from traveling to Michigan, from Illinois, by car, to drive a brand-new SUV. One that’s important for the automaker and the market. It was the second time in a month I’d done so, staying in hotels each time.

I might be doing it one more time this month, although a recent change to Chicago’s advisory regarding travel and quarantines might cause me to cancel and send a TTAC contributor.

Meanwhile, you may have noticed that after months of quiet, all of a sudden first drives are taking place again, and not just with cars being dropped off at journalists’ homes. Nor are first drives being limited to regional events in one city with scribes driving in for the day and not overnighting. Some journalists are actually traveling by plane to events. Friend of the site Chad Kirchner traveled to the West Coast to bring you the TRX first drive, and other such operations are in the works.

I’m not flying right now because of corporate rules, but driving is fine, even if a hotel is required. That makes sense — you don’t interact with many people while driving, even if you end up in another state. I probably interact with more people when grocery shopping. I was a bit nervous about it at first, and my bosses are supportive and would understand if I opted out, but I am willing to drive places (and stay overnight) if the OEM is creating a safe event, if I can plan things to minimize interaction with strangers, if the hotel is taking precautions appropriately, and if I can do so while more or less abiding by the restrictions in place where I live and where I am going.

And truth be told, both events I attended in Michigan were well run, as were the three local events I’ve attended here in the Chicago area. The risk wasn’t zero, but each time I felt it was as safe as possible. Masks were required, we were outdoors as much as possible, temperatures were checked, we were asked if we showed symptoms, social distance was maintained, journalists were assigned their own cars, cars were sanitized if there was any switching, and the usual social events weren’t held. No dinners, happy hours, or bar hopping. Just room service or takeout. On-site meals were held in observance of safety protocols.

Thing is, are these junkets necessary right now? We’re almost back to, if not worse than, the situation we were in during the spring. Sure, we can better treat covid patients, but the numbers are awful. Should automakers be hosting launch events to sell cars at all? Should they push them back or just arrange for select journalists to get loans at home?

I get it from the OEM perspective. Metal needs to be moved, and budgets need to be spent. And I have seen nothing to indicate that any OEM is running these events in an irresponsible manner. Unless you think it’s irresponsible to hold the event at all.

On the other hand, it makes for a tough choice for journalists and editors. Imagine a freelancer who has to choose between lost income or increased risk of covid. Even if these events are low risk, they aren’t as low risk as staying home.

We have self-interest, too — do we lose coverage if I can’t fly somewhere and no freelancers are available? That can cost us clicks, and deprive you, the reader, of our take on an important new or redesigned car.

There aren’t easy answers here, and there’s no “bad guy”, other than the virus itself. I am not excoriating the OEMs here. And again, I, personally, am willing to travel, with proper precautions taken.

It’s true that America’s federal response to the pandemic has been pretty bad, and some states have handled things poorly, and that doesn’t help, but even if our governments (federal, state, and local) had gotten it all correct from the start, we’d still be struggling. The countries that did it well are struggling again because this virus is dastardly. Extremely contagious, spread via people who don’t know they have it (asymptomatic, presymptomatic, people who mistake a mild case for a cold or allergies), no known cure, no vaccine as of this writing. All of those things make it hard to stop.

This is why automotive journalists on Car Twitter are beginning to complain and suggesting automakers hit pause on launch events again.

So, should the automakers listen? Or are these events, and the associated travel, safe enough with the proper precautions — masking, frequent hand washing, social distancing when possible, no group dinners, no drive partners, hand sanitizer everywhere?

Should OEMs simply concentrate on loaning cars to journalists at their homes? Or should they just do small regional drives and not provide air travel?

I don’t know. All I know is that I will attend if I feel safe and I won’t if I don’t. Or if the powers that be say I can’t. Still, I can’t shake a nagging feeling that it’s a bit odd to host events right now, while the virus surges. I’ll feel that way whether I attend or not.

What say you?

[Image: M.Stasy/Shutterstock.com]