It would be easy to dismiss Salon Prive as a gathering for the rich and famous rather than a serious car show.
The upside, however, is that the people visiting the event are the sort of people who can afford to invest in the concepts and supercars on display; both Spyker and Icona are here hunting for customers for their B6 Venator Spyder and Vulcano respectively.
One of the stars that has caught my eye, however, is Ginetta and the launch of its Racing Drivers Club.
Here's the deal. You hand over £28,950 and in return you get a Ginetta G40R Club car plus a bespoke race series in which to compete.
The idea, says road car project manager Mike Simpson, is to offer more people an affordable route into motorsport. "The Ginetta Racing Drivers Club is about bringing fresh people into the sport – people who can access it financially but who perhaps don't have the time," he says. "We're creating a club atmosphere, where customers compete on some of the best circuits in the UK."