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.
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.
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Comments
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'.