Tuesday, February 16, 2010

Jackass Award - Lamborghini at the Toronto Auto Show


I can't decide if Lamborghini's display at this year's Canadian International Auto Show in Toronto is the result of ignorance or arrogance, but I'm leaning towards arrogance.

Segregating the unwashed masses from your cars is completely understandable; I don't begrudge you that. Prevents greasy fingerprints and zipper scratches while adding to the mystique and all that. Got it.

Even having black walls and black carpet is fine. It can look very classy.

Not having any sort of light, other than the few pot lights in the Convention Centre's ceiling isn't particularly clever though. Doesn't show off your cars or their exquisite styling details too well, nor does parking them as far from the crowd as possible at the rear of your stand, perpendicular to the public's viewpoint.

However what cements your booth as a Jackass Award winner is the choice of colour of the two cars present, particularly given the lighting and the display's colour choice. Why would you show black cars with black wheels on a black carpet against a black backdrop?

Do you boneheads realize how difficult it is to photograph a black car under ideal lighting against a contrasting background? It's hard enough to see them well.

Had it occurred to you that some small percentage of the crowd gawking at your cars over the barrier and desperately trying to get a good camera-phone image might one day be potential buyers? Or that the desirability of your product - that your customers can purchase what the majority want but can't have - is a large part of what sells them, not just their performance?

Desktops on computers and profile pictures on Facebook - these are the modern bedroom wall posters, and you should be encouraging your future fan base, not spurning them.

Reinforcing the notion that Lamborghinis are the sole domain of aloof, pretentious jerks isn't what I'd call a positive marketing effort.

For that, Lamborghini, whether intentional or not, you win a Jackass Award.

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