VetteGate: Spy photographers respond to fake Blue Devil pics
No doubt by now you've heard about VetteGate, our name for the prank pulled by online buff book Winding Road in its January 2007 issue. To recap, WR took a Corvette Z06 and masked it up with tape, fake fender flares and a hood scoop made from cardboard. The result was a car that looked convincingly like a prototype for the "Blue Devil" super Vette currently being developed by General Motors. The fake "Blue Devil" was then driven around Metro Detroit, which led to the public taking pics of the car and unknowingly submitting them to other media outlets as genuine shots of the "Blue Devil". The shots were then published online by The Car Connection, AutoWeek, MotorTrend and other sites like this one.
We were curious how professional spy photographers reacted to finding out that someone had driven around a faux prototype, perhaps one they themselves could've shot and sold for money to their clients. We asked both Brenda Priddy and Chris Doane, two names you should know if you follow spy shots that we've covered on Autoblog, to give us their take on the prank Winding Road pulled.
You can read a statement prepared by Chris Doane and a short interview with Brenda Priddy after the jump.
CHRIS DOANE
It is not uncommon for the prototypes we see in spy photos to be deceiving. Some cars may be comprised of fake body panels, others may be covered in rolls of tape that appear to be inspired by a zebra. Sometimes even the entire shell of a current model car is shoehorned over a chassis that's still in development.
On Friday afternoon, word started getting around on several automotive websites that something was awry with a few current spy photos of a silver corvette purported to be the Blue Devil "super vette." When these photos first hit the web some weeks ago, I knew something wasn't quite right with them. The most glaring issue was the lack of a manufacturer license plate. To me, something also didn't look quite right with the camouflage material. As it turns out, an online automotive magazine, Winding Road, fabricated a mock-up of a test car and drove it around the metro Detroit area.
I'm struggling to see the point of this stunt. I'm sure I will get responses like "Lighten up, it was a joke," but hear me out. If you read the story in the Jan 2007 edition of Winding Road that tells the tale of the fake prototype, the point of the ruse was to deceive other publications into running the photos. The story also chides "Irresponsible speculation has been put forth by Corvette fanatics, magazine editors and competing manufacturers."
If I had to guess, Autoweek, Motor Trend and The Car Connection aren't laughing. All of these outlets published the photos of the fake car on their websites believing it to be an authentic GM prototype. It was, after all, a fairly convincing forgery. Needless to say, this obviously doesn't make those outlets look good in the credibility department. Some of you may think these media outlets don't have any credibility to begin with. That's fine if you think that, but we're talking solely about this particular incident.
I know competition gets fiercer by the day among the various automotive publications, but purposely tricking your competitors borders on something that is less-than-professional journalism. It's certainly not a trend I want to see continue to the point where we have magazines warring with each other much like election time, TV attack ads. In the end, however, whether this stunt is equally or more "irresponsible" than printing speculation is up to all of you to decide.
The bigger issue for me, however, is that the fake corvette hurts the credibility of people like myself, Brenda and others who make their living shooting prototypes for everyone's enjoyment. It didn't take long after the fabrication was revealed for people to start asking if the photos of the black powertrain mule that I photographed back in October were fake as well. Let's answer that right now. No, they are not fake. We have very credible information that this black prototype I shot is a development car for the "super vette" program. For all those worrying that the program is a pipe dream, rest easy. It's very real and it's very loud. The black car I shot wore a typical blue "Michigan Manufacturer," license plate, was with a large group of other GM test cars and was driven by a person I know to be a GM engineer.
Needless to say, we certainly don't want people in the automotive world getting the idea that we fake our spy photos because that is something we NEVER do. If our clients thought we were giving them fabricated photos, we obviously wouldn't be in business very long. We were even offered photos of the fake silver corvette test car by someone via email, but we passed knowing something wasn't quite right with the car. I'm sure it may sound a little funny to hear someone who spies on large corporations for a living talking about his ethical business practices, but we do play by the rules. That is something even the OEMs themselves would tell you.
On a lighter note, the Winding Road crew did a pretty good job making a convincing mock-up. If I'd seen it go past me on the road, I would've turned around to shoot it. I just wouldn't have sent the images out after I got a good look at it on my computer screen. The spy photography business puts me in the unique position of being able to shoot first and ask questions later.
Overall was this meant as a joke? Yes, I think so. I hope so. Were there some unforeseen negative effects? Unfortunately, yes. Hopefully Winding Road and I can agree to disagree on the staging of this prank. I'd hate to lose them as a client. Especially since I'm selling a kidney tomorrow... how else can I afford the plane ticket to Australia to photograph those Camaro prototypes?
-- Chris
chris_doane_auto@yahoo.com
BRENDA PRIDDY
AB: What was your reaction to hearing that the Corvette prototype in these spy photos was faked?
Priddy: I was a bit disappointed when I heard about the "prank". Frankly, my major concern was that our actual "spy photos" would lose their value - their creditability. I've already had dozens of e-mails from readers questioning our Blue Devil / Stingray photos, which are in fact actual General Motors' prototypes.
AB: Do you think the prank will negatively effect your business in any way?
Priddy: I think publications will be more careful with "reader's photos" -and several may no longer want to deal with them anymore. It will be harder for the guy down the block to sell a pictures to XXXX Magazine in the future, as the publications will likely only want to deal with the professionals in the future - hoping to avoid such issues.
AB: Why didn't your company buy photos of the Vette in question when they were offered to you?
Priddy: Let's just say that we carefully examine each and every image that arrives in our mailbox. And although we want to distribute more images than any other company, we tend to be rather selective on the photos that we agree to work with.
AB: What do you want auto enthusiasts know about the way you take and screen spy photos before they're sold?
Priddy: When "spy photos" are offered to us by other photographers - professional or amateurs - I ask a lot of questions. Basically I want to make sure that the pictures weren't taken "on the other side of the fence" - and I want to make sure that no laws were broken - such as trespassing. Depending on the circumstances, I tend to ask a lot of questions! As for the photos we personally take - again, we never trespass. Nor do we ever touch the vehicle, or break any laws while getting the perfect shot.
Chris Doane is a spy photographer who works with Brenda Priddy & Co. scanning the globe for the latest, greatest cars that have yet to hit the showroom. Brenda Priddy is the queen of the long lens and one of the most accomplished spy photographers in the world. In the interest of full disclosure; Autoweek, Motor Trend, The Car Connection and Winding Road are all clients of Brenda Priddy & Co.
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Reader Comments (Page 1 of 2)
AH-HA 1:19PM (12/03/2006)
Bravo!
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C 1:20PM (12/03/2006)
Surprising that one of the most balanced statements would come from someone who's actually involved, while everyone on the internet who doesn't make his/her money on spy photos is outraged.
This will likely also spark some public interest in who spy photographers are and how they work. Who'll print that story?
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Steve S 11:21AM (12/04/2006)
I can see a couple of yahoo's doing this but not a publication trying to be professional. Just doesn't seem like a smart idea.
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chuck goolsbee 1:44PM (12/03/2006)
I really like WR, and have been a subscriber since issue#3. This stunt however, undermines their credibility a bit. While not quite "Jason Fortuny" in scale, it has the same flavor to it... an ill conceived prank with no point other than humiliation of others. Just because you CAN do something, doesn't mean you SHOULD.
--chuck
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Paul Allen 1:50PM (12/03/2006)
There have been a million stories about spy photos like Brenda Priddy, Hans G. Lehman, Jim Dunne, etc. Here's one:
http://www.theautochannel.com/publications/magazines/sci/feb-mar-96/momspy.html
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Brenda Priddy 2:07PM (12/03/2006)
"Surprising that one of the most balanced statements would come from someone who's actually involved, while everyone on the internet who doesn't make his/her money on spy photos is outraged."
Being involved in a business where everything and anything one says could be quoted (and misquoted), and could last in print and in cyberspace (and in the minds of people) forever – one becomes very careful as to what’s said when talking – even casually – to others.
Yeah … I was a bit upset. But I also get upset when my “illustrations” (which are clearly noted as such when sent to publications) are passed off as “real” photos …. And … well, the list goes on and on. But in this tough competitive world of industrial espionage, one has to be very tackfull when dealing with all people – whether its editors, publishers, wannabe-spies or just “fans” (many who have since become real friends).
So let me just say – if there was any “outrage” on my part – I would have toned-it-down before I talked to anyone. ... It's part of the job.
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Brenda Priddy 2:15PM (12/03/2006)
Paul – You sure brought back memories. That little girl pictured is now a senior in college, and that little guy with devilish eyes just grabbed the car keys and went off to his girlfriend’s! Guess I’ve been doing this for a while!
http://www.theautochannel.com/publications/magazines/sci/feb-mar-96/momspy.html
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Tom 2:44PM (12/03/2006)
Does anyone know if Winding Road has connections to the manufacturers? Is this a ploy by the industry to get readers to stop looking at or lose interest in spy shots? Or is this an attempt by Winding Road to stop the competition (in other words, stop the need to compete with other publications over spy shots) in this arena? Interesting thoughts. Or was it juvenile and unprofessional? While this charade won't stop the interest in spy shots, it certainly does make one pause when looking at them. I guess they didn't have anything better to do than to sit around and think of things like this to do. That is also very telling.
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Poorredman 3:13PM (12/03/2006)
What this really comes down to is that magazines are willing to print photos of things they absolutely have no idea about. What WR did is not a big deal. The magazines that paid for the photos are idiots for paying for a fake. Maybe they'll have more due diligence next time.
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Paul Allen 3:45PM (12/03/2006)
Brenda-
Didn't realize that article was so old! Those kids do grow up fast, I've got twins that are now 16, yikes! Anyway, I had a chance to talk to Glenn Paulina at Automobile Mag's Sideways Challenge a few years ago, and it was really neat to hear a few "spy shot" stories first hand.
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Josh E. Oliver 4:08PM (12/03/2006)
"Being involved in a business where everything and anything one says could be quoted (and misquoted), and could last in print and in cyberspace (and in the minds of people) forever – one becomes very careful as to what’s said when talking – even casually – to others."
Boy, do I know those words to be true!
Fact is, Winding Road did many a people a great disservice. That's all there is to it. Comical or not, it's done more harm than good.
I still shudder to think what would have happened had somebody been in a vehicle accident.
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Wilhelmina J. Higginbotham 4:32PM (12/03/2006)
Your comments: 7. Does anyone know if Winding Road has connections to
the
manufacturers? Is this a ploy by the industry to get readers to stop
looking at or lose interest in spy shots? Or is this an attempt by
Winding Road to stop the competition (in other words, stop the need
to compete with other publications over spy shots) in this arena?
Interesting thoughts. Or was it juvenile and unprofessional? While
this charade won't stop the interest in spy shots, it certainly does
make one pause when looking at them. I guess they didn't have
anything better to do than to sit around and think of things like
this to do. That is also very telling.Posted at 2:43PM on Dec 3rd
2006 by Tom 0 stars
================================
Good grief!Why can't a rose be a rose?
Doesn't anybody have any fun anymore?
This outrage is ridiculous!
There was no "plot" to "humiliate" others (good
grief!)--it was just a prank.
WHY DOES EVERYBODY HAVE TO BE SO DAMNED
SERIOUS ALL THE TIME?
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ZenDriver 4:42PM (12/03/2006)
The outrage at this incident is absolutely absurd.
We're talking about spy shots of a $100,000 sports car people. Not a cure for cancer or a solution for Iraq. That these self important "journalists" are getting all in a tizzy over this thing as if it was a fake White House memo that might effect the future of the nation is just ridiculous. In the grand scheme of things, the automotive journalist world is of zero importance. These people play with cars and write abut it; if their jobs evaporated tomorrow, nothing would change.
Furthermore, the major car publications already have very little integrity to begin with. So fearful of losing advertisers or potential advertisers, these hacks get flown all about to exotic locations to "test" automotive products and none of them have the stones to ever call it like it is.
What these guys need to do is STFU, slap Winding Road on the back for doing something rather amusing, and just laugh it off. The outrage they keep blathering about just makes them look even more out of touch with reality.
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Globetrotter 5:23PM (12/03/2006)
Let's all remember this: I'd wager that if Jeremy Clarkson and his boys at Top Gear did something like this, we'd all have a good guffaw and think "Those wiley Brits!"
If nothing else, this whole thing opens up a valuable conversation on the validity of spy shots and how much stock magazines and readers put into this.
If Priddy and Doane were offered these shots and passed on it, their B.S. detectors did their thing, and they upheld their judgement and integrity.
The Winding Road's prank is something that harkens back to the "gonzo journalism" spirit of early Car and Driver, and I for one welcome a return to balls-out car writing. I imagine half the people getting all frothy-mouthed over this are those who now think the entire Blue Devil program is a sham, and I don't think that's what the folks at WR think, nor what they were going for. They were just having a little fun... and if their actions have the unintended consequences of "checking" the spy shot industry, all the better.
Brilliant stuff, blokes.
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AutoFan 5:33PM (12/03/2006)
If the New York Times purposely fabricated a story about, let's say, U.S soldiers engaging in some malfeasance, and that story was later picked up by other publications, and later the NYT pulled the cover off and said "Ha ha! We all taught you a lesson about checking your facts, didn't we," I do believe there would be quite a bit of public outcry about it. Advertisers would drop out, subscriptions would plummet, and the whole industry would be tainted.
This is the same thing. While it may not play in as big a market or have national implications like the example above, it is the same idea, and I think that those in charge of the decision to do this should be fired, and that readers and advertisers should avoid Winding Road.
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AutoFan 5:38PM (12/03/2006)
Hey, Zen, I disagree, and here's why. Automotive journalists have a hard enough time being taken seriously as it is. They are taken on lavish vacations by manufacturers in exotic locales for the introduction of new vehicles, wined, dined, given the privilege of being the first to drive a new car, and then have to go back and write an objective story about why they liked or didn't like it. If they liked it, they were bought off by the manufacturers. If they didn't like it, the goodie bag didn't have a big enough iPod in it or something.
The point is that automotive journalism is under enough pressure to prove itself legitimate, and this only harms the case. It's one thing to publish a story pitting a Pontiac GTO against a Ferrari of the same name. It's something else entirely to intentionally deceive readers and the competition.
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John Kuvakas 5:43PM (12/03/2006)
This is typical if David E. Davis, who took over WR a few issues back. He's always been irreverent and, at times, shocking and he's done it again here. Anyne remember the GTO vs GTO flap in the 60's? That was Car & Driver and David E. ANyhone remember the cover of Automobile Magazine that had emblazoned upon it, "Show Us Your TTs"...David E again.
The problem I have with this stunt is that it seems to be stretching things a bit. Davis may be trying just a bit too hard to be shocking and, in his efforts, slapping all of us in the face. Not just the magazines we suport, but the fans of the hobby as well. It seems to be a joke, but a cruel one on those of us who enjoy this part of the business. Be careful not to bite the hand that feeds you, David. Your career has been long and illustrative, don't cap it off by dissapointing and abusing your faithful followers.
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Bill Maher is an Idiot 6:22PM (12/03/2006)
There sure is a hell of a lot of anti-Davis feeling on the Web. Maybe it's time for him to join Brock Yates in the unemployed old loser bin.
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blurger293 6:37PM (12/03/2006)
I think it's always dangerous when a news outlet attempts to make its own news. It really highlights questions of the proper and ethical role of the news media. I remember when a local tv station in Ohio tried to a "sting" operation after 9/11. Basically, they tried to send a highly suspicious piece of luggage, full of wires and all sorts shady looking devices, through a flight, without notifying any actual authorities. The luggage was found by the airport and was detonated by authorities out on the runway, after causing major delays and huge headaches for all sorts of people. I'm pretty sure the station had to pay all sorts of criminal penalty fees.
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ZenDriver 6:36PM (12/03/2006)
AutoFan- two points;
- It is the auto journalists who put themselves in this position vis-a-vis junkets. They choose to be flown first class to France or Spain or Australia. They could very well wait and test the vehicles here in the US without all of the goodie bags and ass kissing, but they don't.
- Mainstream automotive journalism has a credibility problem because the industry has proven that they have no credibility. Show me a truly negative car review in C&D. Show me an editorial that doesn't either kiss industry ass or wax poetic about some 30 year old car.
What WR did was finally blow the doors off this whole spy shot business. How many times have we seen a picture of some car, covered in tape, and diapers, and fiberglass to disguise it, and the headline "The New M3 Caught!" or something similar when, in point of fact, nobody knows what the picture is of.
This is an industry where greed and speed have trumped journalistic integrity. Instead of blaming Winding Road, other publishers need to step back and look in the mirror.
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