Motor shows are huge. Journalists are only human beings. So normal press packs are A4 binders with beauty shots of the car and a CD slotted in, containing all imagery and ready-for-print editorials. So journalists obviously rip out the CD and bin the binders. And can you blame them? To break the mould, we decided to create a behind-the-scenes documentary on how the world’s hottest top-less model was prepared for meeting the public. Unfortunately, 100 words just couldn’t describe it. So go on, open it. And feel - just how exciting A4 binders are not.

The launch was a major success. Because the car itself is fantastic. To try to attribute to our book a percentage of the editorial coverage it received would make nuclear physics seem straightforward. BUT – normally at motor shows if you are lucky you hand out about 1,000 info packs. You then find about 500 of them scattered around the exhibition centre. Saab handed out 2,700 books – and only three(!) were found afterwards. So the book did its job – it created interest and is now on 2,697 desks and coffee tables all over the world. Moving minds, as we write.