Most new car launches involve a swanky party where attendees tuck into a steady stream of microscopic food while they stare at a car-shaped object underneath a silk sheet.
The car tends to be revealed to the sound of booming rock music, a small ripple of applause and some muffled chatter. The evening is over and pulses have barely raised beyond resting level.
> Italian firm Alfa Romeo decided to buck the trend with the reveal of their Alfa MiTo Quadrifoglio Verde SBK, a product of a multi-year collaboration with the FIM World Superbike Championship, for which Alfa Romeo is sponsor and Official Safety Car Provider.
To mark the occasion, Alfa had British Superbike rider Chris "The Stalker" Walker undertake the MiTo while it cornered on two wheels.
There was only one man for the role of Alfa wheelsmith and that was renowned precision driver Paul Swift.
As Paul took the Alfa MiTo SBK around the sweeping (and slippery) Brooklands corner at Silverstone, Chris nailed the throttle on his Kawasaki ZX-10R on the inside line, building up enough speed to get the bike over and, for a brief moment, go under the chassis of the Alfa MiTo SBK before speeding out the other side to safety.