There's no getting past it, BMW is a master at promoting its products. Early concept cars, a strung out marketing campaign and now, in Frankfurt, the production BMW i3 has been revealed. It's little wonder that more column inches have been published on BMW's electric supermini in the last year than any other car.
I wouldn't bet against that being the case post-Frankfurt either. Rather than plonk it on a podium, BMW has brought along a fleet of i3s to ferry weary journalists between the 11 enormous halls. But who wants to be a passenger when you can drive yourself?
After a small amount of bribery and begging, our driver agreed to shuffle over and let me take the wheel of a production i3 months before we're supposed to. OK, I'll come clean, this was a three-minute, low-speed drive weaving between crowds of showgoers on the paths between the halls, but there's still plenty to learn.
For starters, the turning circle feels as tight as a London cab - a most underrated attribute, while the steering has that lovely direct feeling you get from most BMWs, with zero slack around the dead-ahead. There's a satisfying weight to it too, which I didn't expect from a city car.
The ride is on the firm side - a good deal stiffer than the Nissan Leaf - but never intrusive, while refinement is predictably good for something without exploding pistons under the bonnet.
We were impressed by the £25,000 price tag (post Government grant) when we first heard about it, but now I've experienced the interior first hand, it's a bargain. The sculptural wood sections, natural fabrics and leather make it feel more like an architect's front room than a car interior, while the slim dash and lack of centre console create a real sense of space.
The jury's still out on how annoying having to open the front door before you can open the rear door will be in day to day use, but the sense of occasion is spot on.
With the i3 the fundamental limitations of electric cars remain, but in every other respect it's about to turn the electric car market on it head. Why? Because I actually want one.