Lovelies to look at ...

Sex still sells when it comes to the motor industry as witnessed at the recent Paris Motor Show where the sleek body work of the cars on view was matched only by the bright things attached to the bonnets ... and we’re not talking about badges!

And with almost as many women at the show as men, who exactly are the men in suits targetting by hiring sexy models to sell their goods? Do car manufacturers or PR people really think that these glamour pusses will actually attract women buyers to their cars? And, if what’s sauce for the gander is sauce also for the goose, why weren’t there some young male models to wow us girls?

It’s a serious question in this politically correct 21st century.

If it’s a case of men being in high places to make the decisions, of course they’ll opt for a bit of female chassis. That’s perfectly understandable. Opposites attract. But with women increasingly taking the driving position, can we expect some changes down the line?

I put the question to some of the top men in the Irish motor industry at the Paris Show. (Couldn’t find a top woman!).

Aidan Doyle, public relations manager of Opel Ireland (pictured abover with some Opel Ladies and MD of Opel Ireland Iede Aukeme), said models had been draped on bonnets in a ‘not very nice sort of way’ twenty years ago but nowadays it’s all done in the best possible taste. “There are still pretty girls, but they’re not portrayed in the same way as before. Though the Italian design houses still use very beautiful ladies and the photographers flock around in droves.”

Which they did. And not just to the Italian stands. Mitsubishi had girls decked out in pink leather bomber jackets and hot pants, completing the look with white boots and pink cowboy hats. They attracted much attention, as did the Mitsubishi information girls in their snappy red suits, so low in front that it was clear they had little on underneath.

Elsewhere, a male designer was seen putting the finishing touches to glamorous dark-haired models attired in skimpy flowing saris and bra tops, or see-through pant suits leaving little to the imagination. Yes, here sex certainly sells ... to the male species. But I have to say the girls and their outfits were something else.

For me, top marks went to the Opel ladies who looked stunning in their tiered dresses in shades of blue and sea green, with matching head attire. The Citroen girls also looked both attractive and businesslike in their red striped suits. They also seemed to be thoroughly enjoying the whole affair.

Attracting attention too was an Opel Corsa, one of a number painted by artists for the Opel stand. It was a bit of a show stopper with a painting of boobs on its rear! Oh dear, back to front.

The antics of another artist, this time a photographer, also grabbed my attention, as he seemed more interested in capturing the ‘live’ model in his lens than the car he was supposed to be snapping. She was lovely in black pants and a halter neck top, and stroking the piece of gleaming metal she was hired to promote as if it was a Greek Adonis! Hmm ... psychologists, please explain.

Then it was over to the Suzuki stand, where the launch of the Ignis was taking place. Here the dress used on the models was very 60s Carnaby style, with the girls (some with 21st century updating and again sexily attired) strutting their stuff on the elevated platform. But it was the appearance of ‘Austin Powers’, whose own dress sense, funny faces and very suggestive poses almost stole that particular show!

Now HE was a real pro ... and knew how to make a gal laugh!