Image copyright Getty Images Image caption Some conglomerates still use female simulations in their market expeditions

Sex sells. It’s an old mantra, but one which the car industry has been wedded to for many years.

Since the 1960 s and 70 s, it has been common at the major motor shows to see examples next to the latest glossy machinery.

Here in Geneva this year, there are perhaps fewer examples on the stands than there have been in the past – but they are still very visible.

So in the 21 st Century, in persons under the age of #MeToo, what are we to shape of such attitudes?

I considered I’d expect some of the women who work at the show.

If you’ve never been to one of these events before, there are a few things to bear in mind.

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Media captionShould firms still use simulations to sell vehicles?

Firstly, the clientele on the press and trade daytimes is very masculine. Serviceman in suits are the dominant produce.

That seems to reflect the makeup of an industry in which exclusively two mainstream CEOs are girls; Mary Barra at General Motor and Citroen’s Linda Jackson.

However, there are lots of women working here. Many of them are hostess, employed to welcome patrons onto the stands, and provide information on the cars to inquisitive passers-by.

Their role is very different to that of the simulates. Their dress is generally smart, but businesslike, their behaviour is affable – and they are formidably well-informed about the cars they look after.

There are male multitudes as well, but they are a lot harder to find.

Image copyright Getty Images Image caption The automobile industry has been using female simulations to exchange gondolas for long time

Wandering all over the demonstrate, I gratified Julia – an Italian student, here to deserve some fund while she works towards a degree in international relations.

Her job at the show is to take photographs of showgoers next to a classic automobile, in front of an advertising hoarding. I ask her what she thoughts of the glamour models.

“It’s not a good place right now to find females like this, ” she says.

“But at the same time, ladies are responsible for themselves, they formed their choice”

She likewise told me consolation was important – she guessed parties should not be asked to wear high heels for long periods, for example.

I’m no expert, but some of the clothings worn by the prototypes here surely don’t search designed for solace.

A little afterward, while filming on David Brown Automotive’s stand, I speak to Michelle Gay.

She is the marketing director for the company – a specialist manufacturer which creates exquisite motifs that hark back to classic automobiles of the 1960 s.

Image copyright Getty Images Image caption Using female models is a way of going media coverage for some manufacturers

But sometimes purchasers question her to pose for photos in front of its produces, something she replies she does not really appreciate.

Ms Gay concludes beings should be looking at beautiful gondolas, rather than beautiful people – and gondola companies should employment experts to draw attention to their inventions.

“Ideally you go for knowledgeable beings, parties that can talk about the products”, she says.

“Everybody’s here to insure automobiles. People supposed to be here talking about the cars, and not go looking for nice concepts that are there to be addressed, that aren’t autoes! “

But Anna Vinson differs. She’s a Youtuber – and has come to the establish to gather textile for her canal, Girl on Swiss Roads.

“I was a glamour modeling myself, when I was very, very young”, she tells me.

“I actually quite like it. I thoughts the cars are beautiful, but I think you need a little bit additional to introduce them to life”

Anna thinks it is possible to be only too politically correct.

“It’s not about considering wives like a piece of flesh – I disagree with that. I’m a woman, and I like experiencing beautiful females myself”, she says.

“I think they contribute a nice fragment of spice”.

There’s no question that female frameworks do lure a lot of attention at auto sees.

The stands where they are striking poses are invariably surrounded by photographers, in a way that others are not.

Image copyright Getty Images Image caption The audience on the press and sell periods at motor substantiates is generally very masculine

For smaller both manufacturers and niche operators, that kind of tending can be very valuable.

For mainstream carmakers it’s different. It was always hard to see how sitting a supermodel on the bonnet of an uninspiring sedan could hope to improve sales.

This week, the leaders of a handful of major manufacturers told me they no longer had any use for female frameworks on their stands.

But without a doubt, some exotic labels still try to sell a classic masculine fiction. Get the( very costly) vehicle, and you’ll get the girl.

It seems sexism, for some, can still be very profitable. And it’s hard to see that changing.

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