Not so long ago, going to Detroit’s North American International Auto Show was an opportunity to do more than just ogle the cars. Back then, female models in sexy dresses and eveningwear drew glances as they posed with vehicles.
For the most part, that has since changed. Now, female (and male) models in business attire do little posing and instead offer expertise on vehicles.
But this year, the ogle factor is making a comeback—at least among some carmakers. In the Volvo display, hunky male models are dressed in tight tees and jeans, calling to mind the way the shows used to be--except this time, it's male models on display. According to a report in the Detroit News:
Every last one looks like he could've been a runner-up for the "Mr. Sweden" crown.
Take Par Ottosson, one of the "product specialists" prowling the Volvo display. More than 6 feet tall with the requisite blond hair and movie-star looks, the university student from Gothenburg, Sweden, might have stepped out of the pages of "Playgirl" -- except, of course, that he's fully clothed.
But unlike the dress-donning models of yesteryear, Ottosson and the other Volvo product specialists are there to be more than just eye candy. They’re also armed with product knowledge and ready to talk with consumers.