BMW took over one of the Convention and Exhibition Centre halls last Thursday to show off its new 5 Series sedan, fresh from the Geneva car show. Decked out with screens all over the hall, flashing images of the car and pithy quotes about the vehicle - it's lauded as 'an exploration of beauty' - the evening cultivated an eloquent air of cultured civility.
A violinist played classics, acrobats powdered white to resemble a sculpture performed lifts and poses, and an artwork recreated the contour of the car using hanging silver balls. It was all very mannered and elegant, except for when the car was finally unveiled (with local ambassadors Angelababy and Louis Koo Tin-lok). We're not sure why so many carmakers feel compelled to offer interpretative modern dance routines at events. They're unnecessary and boring during the Oscars telecast, and they're boring and unnecessary at car launches.
After the cars were rolled out, the BMW executives were proud as punch to announce some of it features, including a parking assistant that parallel-parks the car for you. It can also regenerate electricity from the brakes back into power for the car. Very cool. It would be even cooler if they figured out how to run the vehicle on something other than fossil fuel.