Behind the scenes at a car launch - the bits you don't usually see

10:15am: Small talk with other impatient press; we’ve already seen pictures of the car, but are more than keen to get a look in the flesh. Often, press photos don’t do the car justice in the metal. Other times, it’s the opposite. Either way, we want in. 

10:20am: The Italian motoring press have a bad rep for descending on a car en masse, having not observed the queueing etiquette. Let's hope some decorum is maintained today; it's a rather packed venue.

10:40am: And we’re in! To the entrance, that is. Large chunks of the room are sectioned off for when the manufacturer’s spiel begins. Taking in the ambience of the room, it’s an odd setting: lots of suited and togged-up journalists, with a DJ playing youth-oriented dance music, while a fine mist of synthetic smoke fills the air. 

10:42am: Meerkatting around the room for a glimpse of either Klaus Bischoff or Stefan Winkelmann with questions prepared.

10:45am: Getting nearer to liftoff now, but they’re keeping us entertained with food and drink. Odd foods are served; this time, curry-flavoured popcorn and nut-crusted pâté balls on sticks are on the menu. I’ll pass, danke. Volkswagen PRs run through interview plans and field pricing and specs questions for the fifth time; maintaining joviality while telling journalists they still won’t arrive until closer to the Polo’s launch date later in the year. 

10:55am: “Ladies and gentlemen, we will begin in a few moments, please make your way to the viewing area.” A scrum ensues.

10:56am: Sharp elbows and knees activated, and I’ve bagged a spot at the front. It's a perfect view...

10:58am: …in front of which Volkswagen’s cameraman rolls an enormous TV camera. Drat. 

11:01am: Can we see the Polo now, please?

11:04am: Volkswagen’s head of global communications introduces chairman Herbert Diess, who hands over to a startlingly loud video presentation. We’re off. 

11:07am: Diess gears up to introduce the car. Another startlingly loud video begins. You can watch it below.

11:08am: Rather cool use of augmented reality from projectors there.

11:09am: There are quite a few people here. Not many of them wanted to be photographed, clearly. 

11:10am: And there it is. Lots of reaching for photos, craning for a decent view.

11:12am: They’ve wheeled out the regular version now. Followed by the Beats version.

11:25am: The R-Line is back, and design boss Klaus Bischoff is talking us through it. 

11:30am: The event people have undone the belt barrier, and the floodgates are open. Scrum #2 for the first decent photos.

11:35am: Diess and the other executives pose for photos with the Polos. Surprising how bossy photographers can be when talking to major car industry executives. 

11:39am: VW invites everyone onto the stage to get a closer look, inside and out. Scrum #3 begins. You get a lot of scrums at car launches.

11:50am: The Polo GTI is virtually unmanned; time to take advantage of the scenario.

11:51am: My plan to get a through-the-car shot of the interior from the boot was scuppered, as others noticed the empty GTI. 

12.00pm: Close-ups, close-ups, close-ups. 

12:04pm: The Polo is a handsome car. Quite aggressive and striking from certain angles, too. The overwhelming consensus on Twitter is “It’s big.”

12:15pm: Time to interview Diess. He’s on-message, and won’t talk about the next-generation Golf, but he’s personable and friendly; the opposite of Hollywood’s interpretation of big business bosses. The motor industry sure can pick ‘em.