Volvo releases official images of its upcoming S60 while Volkswagen and BMW offer considerably less
Vehicle intros
At LotPro.com, many of us can remember when dealers used to hide their upcoming models in their back lots and put Kraft paper on their front windows in anticipation of the unveiling of their latest models (the cars, themselves, would be kept under wraps on the showroom floor). As kids, we used to climb fences and peek in the windows of garages in order to get that first glimpse of the new Fords, Chevys and Pontiacs.
But time and technology marches on. As a society, we are no longer content to wait for the actual model introductions – even though the auto manufacturers regularly push new models to market as soon as possible – timing be damned. And with the realities of the internet and digital photography, the spy shot of a new model can be sent around the world in all of its high-resolution glory within a matter of minutes.
To counter this, manufacturers have resorted to releasing “teaser” images of their upcoming models. Having witnessed this phenomenon for quite some time, we are now ready to begin classifying them according to the amount of useful information the images supply.
Level 1 tease
Recent example – the new Volvo S60
These images include some type of full resolution image. These teasers include images of the actual production vehicle and can be classified as a “tease” only because the manufacturer withholds images of the interior of the vehicle as well as miscellaneous up close shots of the wheels, engine compartment and trim pieces usually found in the full-blown press kit.
Level 2 tease
Recent example – the upcoming Volkswagen mid-size sedan
Level 2 teases usually involve releasing either a small image of just a part of the vehicle, or an artist’s rendering. In both cases, you get a glimpse of the design direction and the overall “feel” of the vehicle without actually seeing it in its entirety (which would be the level 1 tease).
Level 3 tease
Recent example – the new BMW 5 Series
The level 3 tease is best described as the overt attempt by a manufacturer to drive most car crazies out of their minds. Examples of the level three tease include supplying images of vehicle outlines or shadows. Shooting the model in black against a black backdrop while lighting only two feet of the front fender also qualifies, as does the recent release from BMW in which the new 5 series is assembled using a CGI array of ball bearings to highlight only the horizontal surfaces beginning at the beltline and moving upwards.
Tags: BMW, bmw 5 series, chevy, Ford, pontiac, Volkswagen, Volvo, volvo s60
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