Infallible foresight is the preserve of Greek tragedies, not auto journalists or executives. However, a glimpse into the future of cars can be gleaned from two events in late 2019. The first was Tesla’s unveiling of the Cybertruck; the shattering of a supposedly unbreakable window aside, the design of the vehicle is controversial even among Tesla’s most fervent fans. The second was when the spotlight quickly shifted to electric adventure vehicle startup Rivian, which grabbed headlines with a video of their electric truck executing a 360-degree turn in place on the very day of Tesla’s announcement.
The two incidents reveal the importance of getting new car pictures first and being able to offer compelling coverage of vehicles entering the market. To capture readers’ attention, automotive publications should look to be first to the market not only with images of much-anticipated vehicles, but also with pictures of both more common vehicles, and the unexpected.
Being First
One of the reasons Rivian’s upstaging of Tesla proved to be such a surprise is that Tesla is the major player in electric vehicles (EVs). As the first to turn dreams of premium EVs into reality, Tesla has won a dedicated following. Even as other automakers introduce their own electric offers, many continue to look to Tesla as the industry standard. This is an example of the first-mover advantage: the first company to establish a market has a demonstrated advantage in consumer confidence over those entering later.
Tesla’s long-awaited truck, however, may provide a counterexample.
Electric work vehicles represent a new category in the automotive industry. Tesla’s starkly utilitarian stainless steel, six-seater truck is designed for practicality, but it is a rejection of Tesla’s established design philosophy and, by extension, the established customer base. Rivian’s R1T, on the other hand, combines a more conventional design with forward-thinking flourishes the public has come to associate with EVs—thanks in part to Tesla’s sedans and SUVs. This aesthetic may be more appealing to the professionals who have historically been Tesla’s customer base, while also reaching a new audience. Indeed, while the two vehicles have meaningful differences in performance, the pronounced visual disparity is largely what helped Rivian steal the spotlight.
Significantly, pictures of the Rivian R1S SUV were available well in advance of the Cybertruck’s reveal, and it was unknown only because it was given little coverage. After it made headlines, however, many car review sites had to scramble to give readers a more in-depth look at the intriguing new vehicle. Most missed their shot at being first in their own market.
Staying Relevant in the Information Age
The lesson from the debut of the Cybertruck and R1T is that the automotive industry is rapidly changing and not even those who have pushed those changes know for certain where it is going. Automotive news, editorial, and review sites that covered the R1T early reaped an unexpected bounty of traffic when the public’s attention shifted. Those who did not cover the vehicle missed out on the opportunity to capitalize on the initial rush of interest.
For automotive publications, there are significant advantages to being one of the first—if not the first—with new car pictures, particularly in the age of digital publishing. The industry is entering a pivotal moment, and consumers are eager for information as it is revealed. No one can predict what appeals to consumers in advance. When the public discovers its next automotive darling, automotive publications need to have new car pictures available to stay relevant and grow their readership.
Accessing First-to-Market New Car Pictures
Accessing new car pictures quickly can be a challenge. Not every organization has the photographers or the skills ready to capture high-quality car pictures, and not all manufacturers are forthcoming with photographs. In fact, it is often the opposite; automakers take pains to conceal new models until just the right moment, and the most hotly anticipated new models are literally kept under wraps. Even when these models are unveiled at auto shows or press events, new car photos tend to be in short supply. The idea is to keep competitors in the dark about specifications and features as long as possible. The practice also leaves consumers hungry for information and automotive publications trying to find new car pictures to satisfy their curiosity.
The answer is an automotive stock photo library like EVOX Images. EVOX is widely regarded as the gold standard for studio-quality car photos and videos and offers innovative first-to-market solutions ideally suited for editorial publications. As soon as a new vehicle is announced, EVOX begins working from available pre-production images to create high-quality CGI renderings of unreleased vehicles. When a vehicle is released, EVOX produces a comprehensive library of still photographs, videos, and XR assets with unparalleled speed to market.
By partnering with a stock library that is first to market with new car pictures, automotive publications can ensure they have the assets and flexibility they need to make the most of unexpected developments in the automotive industry.
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The EVOX Images database features the most innovative packages of interior and exterior stills, 360º vehicle imagery, and VR experiences. At more than a million images strong, our team consistently raises the bar on industry standards, and offers an unmatched delivery schedule.
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