Why Were British Exhibits Absent?
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THOSE readers who perused our report of the recent International Motor Show at Turin may have observed that attention was drawn to the fact that only one British commercial vehicle was staged, and this in the gardens. It was a battery-electric, and whilst this type of vehicle will no doubt have an excellent future and is most useful for local-delivery work, it could scarcely be considered as being adequately representative of our huge and vitally important industry.
Unquestionably, the Society of Motor Manufacturers and Traders must have had what would appear to its executives and members of the particular committees involved, some cogent reason for not exhibiting at this Show. It is regrettable, however, that the absence of a strong British contingent created a most unfavourable impression, not only in the Italian industry and amongst officials concerned with the exhibition, but amongst visitors from Italy and the many other countries represented.
Other Countries Representeo Italy is, of course, a country with what we term a "soft currency," but was this fact sufficient to justify what has proved to be a serious loss of prestige? It is probably almost as difficult to sell our private cars in Italy as it would be to sell commercial vehicles; yet of the 59 makes of car, 20 came from Great Britain, the same number from America, six from France and four from Germany, Italy having nine. The two great halls were filled to capacity with coaches, buses and municipal vehicles, whilst in a forecourt were dozens of trailers, tankers and lorries, and in the gardens both vehicles and trailers. Admittedly, the majority consisted of Italian makes, but there was a fair sprinkling from other countries.
We were informed by the Show authorities that, despite the normal import restrictions, British exhibits up to a certain number would have been permitted to be sold in Italy, and we know that this happened in the case of some of even the high-priced cars.
The Italians were definitely puzzled and, if not resentful, a little hurt at the light way in which an exhibition, of which they were intensely and rightly proud, was treated. Thus, even from the point of view of international amity, it would certainly have been advantageous if some of our fine models had been displayed.
Good Opportunity Lust Certainly they would have received a hearty and appreciative welcome and not been tucked away into semi-concealed corners. The Exhibition building is a fine one, thoroughly well suited to its purpose and conveniently situated in open gardens close to the River Po. Publicity work in connection with the Show was excellently carried out, even a special paper dealing with it being printed daily, and those people who attended from Britain received every attention.
The chief of the publicity service had been most favourably impressed by the arrangements made at the British Motor and Commercial Motor Shows in respect of the facilities -and hospitality provided, and he remarked to us that it was his ambition to place those at the Turin Show on something like a similar level, which he largely succeeded in achieving by his accessibility and co-operation, The Italians are definitely road transport conscious, and they operate finally long-distance coach and bus services with exceptionally handsome and comfortable vehicles which maintain close schedules. Our corresponding units are usually rather less ornate, but well proportioned and essentially practical, and we are sure that they would have shown up well and created a good impression. We feel that our makers have slipped up and that a good opportunity has been missed.