Ever heard of the Acceptance Time concept?

The concept is simple: People need time to accept ideas/things that are new or different.
Case in point: the all new 2012 BMW 3 series.

Via bmw.com

The car is due in North America next February (2012), so why show us the car right now?
Because people need time to accept ideas/things that are new or different.

My 2¢: Leave room in your marketing plans for the concept of acceptance time.