There's surely also a financial reason. You send me on a launch, 1 person. I get the images, video and news on MINI2, and about 20,000 people come to the website in one day to get that information.
You pay for 1 dealer, what kind of return do you get on that? Dealers will get their chance to play with the new (finished) car in good time, but obviously it makes a lot of sense for members of the media to get a chance as early, if not earlier, as they will get a lot of publicity and interest for the brand. |