Skoda teases us with cool Kodiaq sketches to maximise disappointment at next week’s launch of real SUV
. It might not look radically different from today’s Kodiaq, but you know it’s going to make a great family car, so the story is worth a read. But in this post I want to pull back and look at the bigger picture. I want to talk about teasers and how automakers have assumed more control of their coverage over the past few years.
Because without us maybe even realising it, teasers have become an essential component in coverage of new cars. From close-up shots of rear light clusters to silhouettes that have been specially produced to ensure we can’t cheat by boosting the shadows to see more than we’re meant to, teasers are rife. Every automaker is at it, though Skoda is one of the worst, perhaps overcompensating for the fact that the real launch of the cars in question will never elicit as much excitement.
When I started reading car mags back in the 1980s there were two stages to the launch of a new car. The first was when legendaryHans Lehmann clambered up a tree and managed to fire off a bunch of shots of a secret new model, fingers crossed that when he got back home and developed the film that he’d have nailed the money shot. And then there was the full static reveal.
But maybe not everything needs to be dripping with detail to merit a conversation. Maybe there’s value simply in maintaining the buzz about a new model before it’s time for that new model to make its debut. What’s your take? Do you love all these teasers, or do you think automakers are just playing us and you? Be sure to leave a comment and let us know.
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