A Dubai Date with the Holden Efijy
By Mounir Baalbaki, Marketing Communications Manager, GM Middle East Operations
In 2007, the eyes of automotive enthusiasts in the Middle East were all on Dubai, the emirate that hosts the largest and most important show in the region. GM had a lot riding on that show, stakeholders to please, both internally and externally, chief among them for my department and me, the regional press.
My role in Communications, in a nutshell, aims at securing coverage for GM’s products, and what better chance do you get than having one of the most striking show-cars in the world at your disposal for a photoshoot?
I had a date with the Holden EFIJY, and the chaperone was none other than the foxy car’s proud father, Chief Designer at Holden, Richard Ferlazzo. Due to the sensitivity of the EFIJY’s body panels to direct sunlight, it was decided that we would shoot at sunset, in front of the iconic Burj Al Arab which so elegantly echoed the EFIJY’s nearly cartoonish lines.
The location was literally a stone’s throw away from the venue of the GM Style event in which the EFIJY was a star performer, and had spent the night before in the cozy garages behind the ballroom. On top of a flatbed, the EFIJY made its way to the location, but the two minute drive took us about twenty minutes, going at no more than 10 kph. At road rage-inducing speeds, we made our way to the location with the EFIJY on a flatbed. But nobody complained, nobody honked, and nobody gave us nasty looks… On the contrary, all you could see was smiles and adoring gazes from everyone on the road…
People would not leave us alone, all eyes were on us, cameras were flashing everywhere. My date was used to this, posing effortlessly and strutting her stuff against the picturesque backdrop.
All good things come to an end. The sun set on our date, the EFIJY starred at the GM Style Show, and wowed audiences at the MEIMS (Middle East International Motor Show). These truly were moments to savor, but what is even better is, that I know the road ahead will hold tons of those unforgettable experiences, and we have enough front covers to remind us of the great time we had around the 2007 MEIMS!