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Heavy Metal Affliction - 2017 Geneva Motor Show

John Schommer
Thursday, March 16, 2017


Since 1905 the Geneva Motor Show has been debuting the latest and greatest cars. It is the second major car show of the calendar year, after the North American International Auto Show (NAIAS) in Detroit. As you might imagine the NAIAS is a product of the big three’s days of auto industry dominance, whereas the Geneva Motor Show’s focus is on exotics, super and hyper cars from all around the world.


According to Turn 10 Senior Partner Manager Justin Osmer, who has been to dozens of car shows both for work and pleasure, “If you are going to spend money to attend one show, go to Geneva.” In addition to the big names like Ferrari, Lamborghini, and Porsche you can find all the smaller boutique manufacturers, some of which may never be seen again due to the cost of building cars of this nature.


“You can stand between Pagani and Koenigsegg, who both turn up every year with art on four wheels,” said Michael McClary Turn 10 Director of Partner Development. Here you can see first-time debuts of cars that may or may not ever get past the prototype stage, like the Italdesign Automobili Speciali Zerouno or the Scuderia Cameron Glickenhaus SCG 003S. Alongside the brands that anyone less than the serious gear head has likely ever heard of are the latest developments from Ferrari like the 812 Superfast, the Lamborghini Huracán Performante, and the latest Porsche GT3.



If it sparkles, like the new Rolls-Royce Ghost Elegance -- which has over 1,000 crushed diamonds embedded in the paint surface – or, if it is so oddly designed as to make onlookers ask if that is a real car – like the Catecar Dragonfly – this is the show to see it. Plus, there are trucks, luxury SUVs, and everything in-between. Like Osmer said, this is the show to go to.



It’s interesting to note that after the 1955 tragedy at Le Mans where 84 people were killed in a tragic car accident, Switzerland banned racing; but that doesn’t mean the Swiss don’t love cars. Given the country’s unique position in the world of finance, it is a logical location to show off the most expensive cars in the world to those who are ready to buy. Logistically, it is also somewhat central to the many automotive markets of the world.


Why does Forza attend such shows? Simply put, this is where our partners are. Working with them closely gives us an edge on what the biggest developments in the industry may be. On many occasions we have been hand in hand with these partners in debuting new products. Just to mention a few: the all-new Ford GT at Detroit in 2015 (Forza Motorsport 6 cover car), the 2016 Lamborghini Centenario (Forza Horizon 3 cover car), at Geneva last year and, most recently, the Tamo Racemo from Indian car maker Tata at Geneva this year.



Most importantly, and perhaps obviously, if you know thing one about the staff at Forza, it’s that we love cars! “You’re lucky if you get a break to eat; these are long, intense days,” Osmer said. Despite the hard work, where meetings sometimes take place in the spur of the moment, his favorite part of the show is connecting with our partners in person. These guys love their jobs, even if it does mean looking forward to a baguette from the train station for breakfast (and perhaps dinner too).


For our attendees, the day starts before dawn and ends long after the sun sets. The first couple days are back to back press conferences where media and attendees go booth to booth for 15-20 minute dissertations about what the presenting brand wants to promote. This is where Turn 10 keeps in touch with key partners, stays apprised of what’s coming ahead, and if we are partnering directly on a project, ensuring everything is on course.



On the business days before the public is allowed into the show, you will find all sorts of automotive personalities roaming the floor, from Christian Koenigsegg, who was the focus of last year’s film Apex – Story of the Hypercar, to the head of Ferrari or Ford. These are the true celebrities of the auto industry, and a moment of their time can blossom into a beautiful thing for Forza fans.


Coming up later in the year the remaining major auto shows are the New York International Auto Show, in April which is unofficially focused on SUVs, the International Auto Show in September that alternates between Paris and Frankfurt, and the Los Angeles Auto Show, where many convertibles and sports cars make their debuts. Count on Turn 10 being at them all, bringing the automotive industry closer to the world of gaming one show at a time.



Thanks and photo credit to Michael McClary for the shots shared in this edition of Heavy Metal Affliction and the photo album you can check out on the Forza Motorsport Facebook page.