It is the third consecutive year that Razão Automóvel goes to the Geneva Motor Show, and from year to year, not only cars change…
Let's go back three years. Three years ago, on press days, the Geneva Motor Show was filled with beautiful women and dream cars. Returning to the present, there are the same number of dream cars (fortunately…) but fewer beautiful women. Unfortunately? Depends on the viewpoint…
One thing is certain: there is no doubt that times have changed. We are in a transitional phase and there are two factions: the one that defends that the presence of female models in salons is something completely dated, because the role of women in society has evolved; and there is another faction that defends that although women today have a more relevant role in society, there is no incompatibility with their presence in salons.
Some argue that it is an abusive use of the woman's body and a subjugation of men (they in dresses, they actually buy cars); others argue that a compliment to her beauty is an asset in attracting the public. Who is right? There is no right or wrong answer.
What is certain is that, little by little, high heel professionals (the English definition escapes me) are disappearing from the halls and starting grids of races – in the WEC they have even been banned.
I had the opportunity to ask some (and some) responsible in Geneva and the main target (women) their opinions on the subject. One of the brands that chose not to resort to women's exhibitions admits that it is afraid of alienating female customers, “women today have a decisive role in choosing a car. We don't want them to have a passive role, nor do we want to ostracize or sexualize any gender” – the responsible for the brand declined to be identified.
Another responsible was more succinct “it's not a question. I can't imagine a salon without a female presence”. We'll see…
The conversation with one of the models – who during these days works at the Geneva Motor Show – was more informal. "Worse? The worst is the jumps (laughs). It's the second year I've been here and I just had an embarrassing situation, otherwise it's been a normal experience." “Do I feel used? Not at all. I feel like I'm taking advantage of a capital I have: beauty. But I'm much more than that” – during this conversation that took place in the late afternoon, he would discover that Stephanie (daughter of a Portuguese mother) is an industrial engineer.
At a time when even the children's menu of a well-known restaurant chain no longer has “boy and girl” toys, and a clothing brand has decided to launch a “gender neutral” collection, we ask: are we going too far?
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Images: Car Ledger