Jaded. A term one could use to illustrate the effect of attending one premium launch after the next.  Brand managers alike all seeking to outdo the next in the pursuit of the “perfect launch” and to create a lasting impression with the press.  Most do a rather average job of introducing a new range or product, but few events really leave you with that little je ne sais quoi.

The launch evening for the new DS3 Cabrio had a secret location, promising to be a unique venue which had yet to be exposed or used by any other motoring manufacturer for such an event.  The scene was set: Cape Town’s weather was flawless, with an autumn chilled whisper in the air and a clear sky to see the planets above.

Our pumpkin, a five ton 40-seater carriage arrived at Cape Town’s most prestigious address, the famous Nettleton Rd. We arrived at a nifty five story beach bungalow which had more bells and whistles then the star ship Galactica. Apparently for sale for R120 million rand, the larger-than-life property was spectacularly designed by the respected architect Stephan Antoni. Our presentation began in the garage of the home. Three ruby coloured CITROËN’s unveiled, the one new and the other two old. CITROËN has a long history of producing memorable cars and two such examples were on display which stretch back to the late 1940’s and 1950’s, when the first CITROËN 2CV hit the streets. The latest DS3 Cabrio is directly related in its origins to the 2CV. The house selected for the launch was not only an impressive choice but also a visual reference to the car’s design, both open and using strong structural lines as design pillars and representing a lifestyle of glamour.

Hors d'oeuvre and cocktails flowed throughout the glass and steel home, along with the sounds of Arno Carstens iconic voice. He sang songs from his albums Another Universe, The Hello Goodbye Boys, Wonderful Wild and Atari Gala. It was a perfect setting for the launch of the car. Arno really is a legend. His tall well-built stature is shadowed by the strength and power of his voice. Though he was on stage singing for 40 to 50 people, he sang as though he could have been singing to a stadium of roaring fans.

The launch of the CITROËN DS3 Cabrio had that certain ‘je ne sais quoi!’.