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In #MeToo Era, Some Question Need for 'Car Girls' at Shows In this March 6, 2018
GENEVA
— At the Geneva motor show, some automakers want visitors to focus
their minds more on the models — the cars, that is, not the women.
In
the wake of the #MeToo movement's explosion and growing awareness about
sexual harassment, some auto executives have been taking a new look at
the traditional use of often scantily-clad women on display stands at
auto shows.
Some
companies say a cultural shift is in the air. Though a walk through
this year's Geneva auto show suggests the industry still actively
associates its products with female sensuality and uses models to
leverage that.
"I
don't think we will be able to change the situation from one day to the
next," said Susie Wolff, former development driver for the Williams
racing team in Formula One, which has recently decided to stop using
models at the start of competitions.
Wolff
doesn't like the idea of women standing by merely to be objectified.
"But I think we are making change in a positive way," said Wolff, who
was at the show to promote an initiative to get more women involved in
motorsports.
In
this March 6, 2018 a hostess poses next to a Skoda Vision X, during a
press day at the 88th Geneva International Motor Show in Geneva,
Switzerland. Some automakers want visitors to focus their minds more on ... more
In the wake of the #MeToo movement's explosion and growing awareness about sexual harassment, some auto executives have been taking a new look at the traditional use of often scantily-clad women on display stands at auto shows.
"I don't think we will be able to change the situation from one day to the next," said Susie Wolff, former development driver for the Williams racing team in Formula One, which has recently decided to stop using models at the start of competitions.
In #MeToo Era, Some Question Need for 'Car Girls' at Shows
GENEVA
— At the Geneva motor show, some automakers want visitors to focus
their minds more on the models — the cars, that is, not the women.
In
the wake of the #MeToo movement's explosion and growing awareness about
sexual harassment, some auto executives have been taking a new look at
the traditional use of often scantily-clad women on display stands at
auto shows.
Some
companies say a cultural shift is in the air. Though a walk through
this year's Geneva auto show suggests the industry still actively
associates its products with female sensuality and uses models to
leverage that.
"I
don't think we will be able to change the situation from one day to the
next," said Susie Wolff, former development driver for the Williams
racing team in Formula One, which has recently decided to stop using
models at the start of competitions.
Wolff
doesn't like the idea of women standing by merely to be objectified.
"But I think we are making change in a positive way," said Wolff, who
was at the show to promote an initiative to get more women involved in
motorsports.
Leggy
and heavily made-up models still adorn the stands at the Geneva show,
though there seems to be a bit less skin on show than previous years.
"We
never looked into optics, or whatever, when it comes to our
presenters," said Rolls-Royce CEO Torsten Mueller-Oetvoes. "Our
customers coming here expect from us that we can properly explain what
our product is all about. And that is for me the more important thing."
Johan van Zyl, the head of Toyota Motor Europe, said his company isn't using women models to shape the image of the vehicles.
"It
is all about explaining the product," van Zyl said. "Of course, models
can also be utilized, but we don't want to make a derogatory type of
display of females. It is not our company value and it is not what we
want to be: Totally against it."
Neither
Toyota nor Rolls-Royce had models standing by the cars, though they did
have assistants — both women and men — dressed in business-wear to
provide information to visitors.
Silvia
Blattner, a spokeswoman for the Palexpo convention center that hosts
the auto show, declined to wade in on the issue, saying in an e-mail
that the motor show is a "neutral" platform for carmakers, which are
free to decide how to present themselves.
Still,
change comes hard — and not all companies are on board. The Skoda
display for its Vision X featured a visit from the 2011 Miss Czech,
Jitka Novackova, posing for cameras in a short dress and black leather
boots rising over the knee. Automakers like Alfa Romeo and Ssangyong,
among others, trotted out models, too.
"If
I'm honest, I can sense very little difference in the way the car
companies are using the women on their stands. There are still women
draped on cars as we walk around the show," said Jim Holder, editorial
director of Autocar.
"Really, is that acceptable in the modern world as a way to present your company?"
___
Jamey Keaten contributed to this report.
GENEVA (AP) — At the Geneva motor show, some automakers
want visitors to focus their minds more on the models — the cars, that
is, not the women.
In #MeToo era, some question need for 'car girls' at shows
Updated 1:45 am, Thursday, March 8, 2018
In this March
6, 2018 a hostess poses next to a Skoda Vision X, during a press day at
the 88th Geneva International Motor Show in Geneva, Switzerland. Some
automakers want visitors to focus their minds more on ... more
In the wake of the #MeToo movement's explosion
and growing awareness about sexual harassment, some auto executives have
been taking a new look at the traditional use of often scantily-clad
women on display stands at auto shows.
Some companies say a cultural shift is in the
air. Though a walk through this year's Geneva auto show suggests the
industry still actively associates its products with female sensuality
and uses models to leverage that.
"I don't think we will be able to change the
situation from one day to the next," said Susie Wolff, former
development driver for the Williams racing team in Formula One, which
has recently decided to stop using models at the start of competitions.
Wolff doesn't like the idea of women standing by
merely to be objectified. "But I think we are making change in a
positive way," said Wolff, who was at the show to promote an initiative
to get more women involved in motorsports.
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Leggy and heavily made-up models still adorn the
stands at the Geneva show, though there seems to be a bit less skin on
show than previous years.
"We never looked into optics, or whatever, when
it comes to our presenters," said Rolls-Royce CEO Torsten
Mueller-Oetvoes. "Our customers coming here expect from us that we can
properly explain what our product is all about. And that is for me the
more important thing."
Johan van Zyl, the head of Toyota Motor Europe, said his company isn't using women models to shape the image of the vehicles.
"It is all about explaining the product," van
Zyl said. "Of course, models can also be utilized, but we don't want to
make a derogatory type of display of females. It is not our company
value and it is not what we want to be: Totally against it."
Neither Toyota nor Rolls-Royce had models
standing by the cars, though they did have assistants — both women and
men — dressed in business-wear to provide information to visitors.
Silvia Blattner, a spokeswoman for the Palexpo
convention center that hosts the auto show, declined to wade in on the
issue, saying in an e-mail that the motor show is a "neutral" platform
for carmakers, which are free to decide how to present themselves.
Still, change comes hard — and not all companies
are on board. The Skoda display for its Vision X featured a visit from
the 2011 Miss Czech, Jitka Novackova, posing for cameras in a short
dress and black leather boots rising over the knee. Automakers like Alfa
Romeo and Ssangyong, among others, trotted out models, too.
"If I'm honest, I can sense very little
difference in the way the car companies are using the women on their
stands. There are still women draped on cars as we walk around the
show," said Jim Holder, editorial director of Autocar.
"Really, is that acceptable in the modern world as a way to present your company?"
___
Jamey Keaten contributed to this report.
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