The Editor considers this Month’s theme.
Once upon a time the juvenile car lover in the UK looked towards Autumn as a period of plenty. For that was Motor Show time, when a glut of exciting new cars was guaranteed to surprise and delight. And if that car lover was fortunate, they travelled to Earls Court or, later, the NEC to attend the British International Motor Show. For many, great as the opportunity was to be able to see these new models in the metal, just as fine was the fact that they could struggle back home laden with a selection of lush brochures.
Such trophies were hugely important be they measured by exclusivity, thanks to the good nature of a salesman on the Alvis stand, or just weight, thanks to collecting an example of every BMC badge-engineered variation. And the beauty of the brochure was that, long after its subject had turned to rust and the mechanicals disintegrated, somewhere in a drawer the brochure remained, still almost pristine, still making the same wide-eyed promises.
The Brochure is not yet dead, but it surely will be soon. Go into many car showrooms and the printed matter on offer is far from lavish and any request for more information is as likely to be met with the polite invitation to ‘visit our website’. In a few years time, the Brochure will have gone the way of the magneto, the opening quarterlight, the overrider and the bonnet mascot.
Naturally we at DTW view this as a pity. Useful as the Online Configurator can be to marshalling your thoughts, nothing beats a combination of dry facts and meaningless boasts, complemented with the most optimistic illustrations of the vehicle in question, all wrapped up in several full-colour pages of a nicely coated 170gsm paper.
So in this short month we intend taking a long look at The Brochure. But will we be making a purchase?