DESIGN MIAMI 2011
TOKYO DESIGN WEEK 2011
DUTCH DESIGN WEEK 2011
VIENNA DESIGN WEEK 2011
Guest post by John Cantwell
These days, most auto manufacturers have forsaken paper press kits in favor of little USB jump drives that come pre-loaded with all the necessary press releases and high-res images. Some are better designed than others.
LOSERS
Build Your Dreams: This pleasant little fob from upstart Chinese manufacturer Build Your Dreams broke after a single use.
BMW, Cadillac, Hyundai: Like three girls wearing the same dress to prom, these manufacturers all used the same business card-style jump drive. How embarrassing.
Chevrolet: Flimsy, lightweight - it's clear that Chevy did not spend any bailout money on press kits. (Maybe that's not a bad thing, though?)
Ford: The press kit for Ford's important new Focus had all the makings of a winner: a jump drive and Hot Wheel all in one? Sign me up. Quality was an immediate issue, though: one of the rims fell off before I even left the convention center. This would never survive a play session in the bathtub.
Kia: This press kit doesn't look too bad, but it's cheap-feeling and frustrating to use. Kind of like a real Kia.
WINNERS
Audi: The manufacturer with the sexiest car at the show (the absurdly evocative e-tron electric coupe) also had the best-looking jump drive. Hewn from a block of solid steel (it seemed) and polished to a high shine, Audi's jump drive was the clear best-in-show.
Buick/GMC: Solid-looking and straightforward, an appropriate choice for two old stalwarts in GM's depleted lineup.
Michelin: Features a rubberized grip (obviously) and a list of the fifty best restaurants in southern France (just kidding).
Toyota: The only manufacturer to distribute a mostly biodegradable jump drive, Toyota's bamboo press kit further cements its reputation for eco-conscious cars and an annoying sense of righteousness.
Volvo: Despite its minimal presence at the auto show this year, Volvo still turned out this elegant jump drive. The only complaint here: it didn't come loaded with high-res images of these.
Comments
Would have been more interesting if you listed the capacities. Most giveaway drives are 500 MB or less. Sometimes you get a 1GB. You know they want your business if they give your a 2GB or 4GB.
@fresh - good question. Most were 2 or 4 gigs. They load them up with a lot of high-res images, so they need the space
Fabulous article.
Er, did you look at any of the cars though?!!!
It's funny how the press kits mimic the manufacturers' -how shall we say it- 'personality'.