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When press launches go wrong

2 years ago

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Peter Robinson | Journalist


13 May 2022

A hell of a lot goes into and hangs on new car launches. After spending millions, even billions on R&D, with marketing strategies carefully organised and production underway, the initial press reaction is seen as crucial to establishing a reputation and maximising the impact of the car’s introduction.

However, it would be foolish to believe everything always goes to plan. There are just too many factors at play. Some issues are easily fixed before they blow out of proportion, others less so, leaving manufacturers to deal with botched launches of heroic dimensions. Occasionally, these mistakes are serious enough to destroy a model’s reputation. Sometimes, well, bizarre things happen.

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