I shudder to think what a minute of press conference time at the Paris motor show costs, offering as it does the undivided attention of the most powerful pens in the business, but between 7.30am and 7pm on Thursday, all 690 of them were accounted for by the richest of the assembled manufacturers, with barely time to turn a notebook’s page in between. Most took 15-minute slots, apart from the three home favourites of Citroën, Peugeot and Renault that splashed out on 30 minutes each, and the VW Group with its lavish mid-morning 90-minute set split unevenly between seven brands.

BMW could barely fill its 15 minutes of fame today. At the beginning, a cross-section of the brand’s most efficient vehicles milled slowly around the stage like a fairground train detuned for toddlers, doomed to waste its talents edging about in infinite formation. At the end, French triple gold-winning Olympic canoeist Tony Estanguet joined BMW sales and marketing boss Dr Ian Robertson to talk precious metal and the rounded talents of his 5-series GT.