Are Americans finally perceiving transportation through a lens of efficiency instead of identity?
According to an article in the NYT today, the answer is a resounding 'yes'. Here is a quote from one of the interviewed (new) car owners:
“Before it was, Is it a cool car?” he said. “Now it’s, Is it going to be efficient and reliable transportation?"
If this is true, this is a HUGE consumer behavior change. The US has always been known as a place of economic opulence and our vehicles have been the tangible representation of this surplus (or lack thereof). Thus the creation automotive sub-cultures like tuners, lowriders, and hot rods and many more. And moving down the long tail to businesses renting wheels (sound warning) to "impress" your friends.
So, where does this leave this couple and their newly purchased Mercedes? Does that beautiful brand with equity built around abundance and luxury still mean the same thing to them... and others, as it used to? Will, in the near future, Mercedes sub-brand SMART become more desirable because of it's focus on efficiency both in footprint and movement? Or, because it shows that you can own more than one car?
I'll open it up to you. What are your trend predictions? ~Reed
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