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OUR INDUSTRY INSIDER
WHEN ANEW member of staff joins the events team at a certain big car maker, they will see ‘point #1’ in the training manual is underlined, highlighted and in capitals. It just says ‘MINIBARS’. This follows a hard lesson learned during the launch of a mainstream model. As usual, a large five-star hotel had been booked out solely for the use of the company. Corporate flags were raised, a car was put on a plinth and a glitzy unveiling took place in the ballroom in front of hundreds of dealers.