From the epic scale of the event amid the magnificence of the Swiss Alps, you'd be forgiven for thinking that international rock band Genesis had just arrived on tour.
But in fact the Genesis making all the noise is new Korean luxury car brand Genesis – which aims to shake up the car industry in Britain and Europe with a revolutionary new haggle- and hassle-free way of selling its upmarket cars and dealing with customers.
To celebrate the opening of its business in the UK, Germany and Switzerland, the car firm used the latest 3D projection technology to project its consumer pledge – and its cars in giant form - across the mountains on a display the size of almost three football pitches.
New Korean luxury car brand Genesis announced its launch in Europe with a 3D projectionInsurance Loans Mortgage Attorney Credit Lawyer
Genesis says it will shake up the car industry in Britain and Europe with a revolutionary new haggle- and hassle-free way of selling its upmarket cars and dealing with customers
Claimed to be 'the biggest-ever projection of its kind ' Genesis said it wanted to 'set in stone a commitment to rewriting the rules of car ownership.'
But behind the extraordinary stunt there is a serious message – that new kid on the block Genesis aims to shame its rivals by providing unprecedented levels of customer service.
That includes no hassle sales, smart boutique-style 'Studios' instead of traditional car showrooms, a high proportion of female personal assistants, zero commission to eliminate high pressure incentives, and cars delivered directly to your home, and picked up again for servicing.
Genesis said: 'Car buyers can expect a very different experience – including staff who are focused on delivering high quality service instead of sales.
'Pricing is fixed, no matter if you buy in the Studio, or online. There's no more haggling. If the customer wants a test drive, Genesis will come to them, delivering a car to their home or work, respecting their time. '
In an echo of the Ten Commandments brought down from the mountains by Moses, Genesis said its own promises were also 'set in stone' through the magic of the cutting-edge projection technology. It projected its message onto the rockface images of the new Genesis vehicles , appearing on the mountain at around 30 times the size of an average two story house. Lighting up the cliff-face of a mountain near Lauterbrunnen, the spectacular display measured 275m wide and 180m high.
The company said: 'We have created the largest-ever 3D projection of its kind on a mountain in the Swiss Alps, to mark the brand's arrival in Europe'.
'It confirms our commitment to changing the way people buy and own cars in Europe.'Insurance Loans Mortgage Attorney Credit Lawyer
'Genesis promises new approach to car buying and ownership with exceptional customer service and respect for everyone.'
The interior of one of the Genisis models, which is the luxury arm of Hyundai Motor Group
Set up five years ago, Genesis is the luxury vehicle division of the South Korea's Hyundai Motor Group which includes both the Hyundai and Kia brands.
The GV80 is also the car in which golfer Tiger Woods had a recent spectacular and well-publicised prang in the US – so good job it has a top five-star safety rating.
With its first 'studio' showroom in West London's Westfield Shopping Centre now open, order books open officially from July 1 with first deliveries later that month.