[Rihanna, "Shut Up and Drive."]
Frankfurt is the host of the International Auto Show. THE auto show. I have always enjoyed the Chicago Auto Show, but this is in an entirely different class and spread across multiple buildings. So having a complimentary ticket courtesy of my boss and a colleague who was interested in going was a bonus.
Now, the cars were good, but I think the ways that the different companies market them is nearly as interesting. In particular, the way in which women are used in the selling of cars fascinates me. I mean, we've all seen the pictures from past auto shows of scantily clad women "demonstrating" the features of the cars. But that's in the past, right, and women are valued for their knowledge of cars, right? Well.... Read on for some highlights by some of the brands (oddly enough, no sign of Honda, Nissan or Mitsubishi at the show) and these attendants who I will refer to simply as the ladies.
Kia - I find the Soul quite charming, including its external optical features that can be customized, not unlike some of the Mini options.
Volvo - I thought the motorized rear hatch of the XC60 was impressively quiet. Not a bad ride. Volvo also offered a free USB thumb drive that you could plug in and try to win. We lost. The booth was at least partially staffed by Swedes, which I thought was quite genuine.
Mazda - An excellent selection of Preuscher Blue cars on display. The ladies were kind enough to take photos of attendees in the MX-5 with an impressive 12-second hardtop retraction. Said ladies were wearing purple dresses with 80s-era thick black belts.
Suzuki - Underwhelming cars, but the ladies' black denimish dresses with white off-set racing stripe worn with slouch legwarmers over Converse All-Stars was interesting. The dresses would match the Kia Soul.

Renault - Interesting concept cars -- one looked like a Mac or an iPod that could be driven, another looked like a fly getting ready to take off. The ladies in the futuristic area looked like they were standing by for a Korean Air interview or were resting in between shifts on the USS Enterprise spa -- flowing white pants and eggshell blue smocks. Gotta wonder who wants to be the guy at Renault whose job is cleaning the black scuff marks on their white matte floor. He seemed pretty busy.
Dacia - No stereo included? Seriously?
Ford - Keyless non-entry for energy car (it was locked) with right-side steering -- weird thing to have in Germany. Dresses of the ladies were somewhat ugly and seemed difficult to put on. Not that we tried. Ford Ka has seating that can be customized (must be for the younger generation that adds colored covers to their phones and all), including a tattoo style imprint. Mondeo still seems to have faux wood finishes -- some things never change.
Lamborghini - Like most of the high-end brands, you can't approach the vehicles. There were too many people snapping pictures to see if there were ladies on hand.
Bentley - A laminated wooden floor with three cars, no access, and the sales guys just standing there. Weird. There is a Bentley Collection Shop that appears to be accessible to mere mortals.
Audi - The Audi shop was disappointing. I'm thinking they need a woman's ring with the four interlocking Audi rings. I am disturbed by the number of orange/rust-colored Audis that were on display in the area. I still don't "get" the A5 sportback. They had a me
tallic/chromy (not sure if it was polished aluminum or what) R8 that looked rather blingy but reminded me a bit of a shinier Back to the Future car. The ladies (and men) were generally wearing muted blacks, gray and white. One exception was the lady in the limited-access area with the e-tron concept car and R8 cabrio who were more true to the typical auto show mold (very short dresses and the high heels), but they were not displayed on the hoods of the vehicles themselves. Audi Bank was there in case you couldn't wait another second to have an Audi. Alas, the "International Customer Services" area was unable to hook me up with an English language owners manual for Hudson (my local dealer has still failed to follow through on this).

Seat - The ladies were wearing a form-fitting bizarre black and white patterned dress worn with black hosiery. Not particularly flattering but certainly distinctive. The cars had interesting plastic textures - like the pattern I would associate with carbon fiber, but in plastic. Lots of overhead storage. The flip down trays in the back seat (no pun intended) are handy and with cupholders built in. It is unclear whether they must be stowed for takeoff. From a design perspective, I like the above rear seat latches that are sculpted out of the rear window panel rather than being within the metal of the door below the window.
VW - Eos available in beautiful blue GT. I was not aware that the Scirocco is back.... The ladies were wearing basic black skirts and crisp white shirts. No-nonsense and professional.
Skoda - Great mascot, as evidenced by his willingness to hold the Sarah Palin action figure for a photo (see Facebook album of Sarah for the latest). The uniforms of the ladies were interesting -- charcoal skirt, lime green shirt and silverish vest thing - with lime green belt. Hmmm.... The exhibit did have a kind of slot machine game where you pull a lever and win -- in my case, a parkschein, which I have been wanting (you put it in your window to indicate when you parked in the parking space so the meter reader can tell whether you have overstayed the limit -- love the honor system).
All of these brands and others were from just the first two halls we visited. En route to the next stop, we decided to stop off at a hall that boasted, among other things, a "Ladies Corner." Well, that immediately had me thinking I would see Tim Meadows, the Ladies Man from Saturday Night Live there, or at least some quick manicures, moisturizer samples, or mazybe even a chair massage. So we rushed on over. I cannot begin to tell you how disappointing the reality was. There was literally a woman there dressed up as a cleaning lady complete with a bandanna tied around her head with a bin full of cleaning supplies and some sort of coupon for something. There was also a display of GPS devices. What, like women don't know how to drive and only clean? Ugh. So on to the next hall.
Maserati - One of their cars was a beautiful blue (of course!) color. The friend who went with me, codename D-D, loves Maserati and sweet-talked the guy at the rope to let her in and even convinced him to take a picture of her in the convertible. Nice work!
Lancia - The theme of the exhibit revolved around chalkboards and chalk drawings. I suppose that is the connection between the ladies being dressed as, more or less, naughty school girls -- short skirts, white shirts, a sagging black tie, and tights just above the knee. Perhaps not surprising that the cars didn't appeal to me either.
Fiat - Fiat was located next to Lancia and continued the youthful theme, but did so in a much more innocent way. The background of their area was composed of whimsical pastel children's drawings (drawn in a smaller scale by real children as shown in videos -- no child labor seems to have been involved in the building of the large scale actual background). They also had astroturf areas with flower-shaped tables for even more whimsy. The ladies did seem somewhat related to the Lancia ladies, but a bit more classy I suppose - short plaid skirts and vests and red Converse All-Stars. The cars are small but with character. And I give them high marks for the items in their store that are directed towards women -- including a really cute but overpriced little purse that looks like the front of a Fiat on one side and the back of a Fiat on the other side.
Alfa Romeo - Continuing the youthful example of Lancia and Fiat, Alfa Romeo's exhibit was made out of giant sized creations from the erector set that I remember my brother playing with as a kid building cranes and stuff. Alas, they did not have many actual cars to sit in, so we moved on quickly.


Hyundai - I can only describe Hyundai as the "Hooters" of the IAA. They literally had a woman sitting in a car on a rotating pedestal looking pretty and showing off long legs. It's a HYUNDAI for crying out loud! Uniform? Satiny shorts, glittery halter top, heels, and very blonde. I think I saw Heidi with her long braids..... In the sports section, it was slightly better with black jeans and a white blingy halter top and more sensible shoes. I did like their Blue Will concept car with a steering wheel that seems more like a yoke on an airplane.
Abarth - I had not heard of them before. It is apparently another Italian company and has some relation to racing. Uniforms? Heeled red leather boots, white tights, and a short knit red and white dress/smock of some sort that kind of looks like a racing flag.
Porsche - Handsome cars, often in nice blues, but many were locked. All reps were male with a matching tie and pocket square. There were a few ladies. Their job was apparently to just look pretty as they were not even issued name tags!! However, a quick conversation with one of them indicated they actually know a great deal about the cars, features, prices, etc. They were wearing somewhat simple linen dresses with a scarf matching the ties of the guys, with the effect of making them look like flight attendants (not to be confused with Renault).
Artega - Beautiful vehicles. Wish they weren't cut off from the masses.
Toyota - A very white space with nearly all of the cars in the front section being white. Additionall, the ladies were wearing very nice looking white suits with a crisp white blouse with tiny red stripes and a sport shoe that looks like it would actually be comfortable for spending hours on one's feet. We think overall these were the best and most professional ensembles we saw the ladies of the IAA wearing.
Saab - Very few cars in their area and many were locked. They're just Saabs.... Casual uniform for the ladies - black jeans, gray jacket, reddish t-shirt.
Mini - Mini is celebrating 50 years complete with DJ and a sparkling water bar (the Mini Lounge). Attire was typically youthful for the brand - jeans and a whitish t-shirt for both men and women.
BMW - The largest digs in the show must belong to BMW. Huge area. They had an interesting Vision concept car, but it was difficult to get close to it was it was near the "fashion show" of vehicles driven around on the indoor track. All but the ladies standing by the concept car are wearing kind of ugly taupe pant suits belted with a dark lavendar color. Not nearly so nice as Toyota.
Rolls Royce - The hideously painted Ghost model has suicide doors. Haven't seen that on a car in ages. The cars were, of course, inaccessible to the masses, but I give RR snaps for having the most normal looking woman among the attendants. It was refreshing, though some leggy blondes were also loitering at the gate to the VIP lounge. Otherwise, a bunch of guys in ties standing around.
Benz - Their space was, like BMWs, a tri-level structure. They also had an interesting interior structure covered in an interesting white fabric that could be used for projection and it also apparently served as an environmental control. However, they should consider hiring the floor guy from Renault as their white floors were terribly scuffed. Simple uniforms - dark skirts, white blouses, and a scarf kind of like BMW. Plastic name tags for both men and women struck me as tacky, particularly as compared with the other major players. Lots of security.
So that's pretty much it. Can't wait to head back next year!