Foreigners seem to be measuring every Thai event with a decibel meter these days, so here's my own recent experience. I was invited to a Toyota event out in rural Isaan. Fair enough, I've bought a new car every three years, give or take, for the last three decades. I assumed it would be a chance to look over the latest models, ask a few questions, maybe take a test drive. What greeted me instead was enough sound equipment to guide aircraft into Bangkok, dancers in outfits that appeared to have lost a battle with the fabric budget, and a volume level that made Concorde seem environmentally conscious. The event wasn't really about cars at all. It was a giant community gathering where staff, relatives, friends, children, neighbours, and possibly several villages arrived to enjoy the free food and drinks. Kids were running around at warp speed, parents were socialising, and the cars appeared to be supporting actors in their promotion. Very few actual buyers seemed interested in discussing vehicles. Personally, if Toyota wanted to tempt me into buying another car, they could save themselves the dancers, the speakers, and the sonic assault. My idea was simple: assign a young, knowledgeable member of staff to spend half a day with a potential customer, explaining all the technology, controls, safety systems, and features of the latest model. Or even have a full, smart, knowledgeable sales and after service team present, so people could walk around and ask relevant questions, and forget the dancers, the stage, and even the buffet. Apparently, this revolutionary concept was immediately launched into the nearest rubbish bin. Still, at least I learned one thing. If foreigners are now campaigning against loud Thai events, they might want to start with car dealerships. They're going to need a bigger decibel meter.
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