Originally used as basic transportation for home and business, the car has become much more since the times of the model T Ford. Today, it supports a large industry as well as a wonderful convenience and a better living standard for so many. But the negative aspects of this great invention are now becoming more apparent.
Think of the mess that cars make of our beautiful scenery as they spread smoke and sound into an outstanding setting. And in their production and use, cars are raising modern resources at an increasing rate.
Cars are aggressively marketed for maximum corporate sales and profits as in other areas of merchandising. As long as companies need to increase their starting point, their efforts to sell products, good and sometimes bad, will be exhausting in the presence of strong competition.
This bigger, faster car sales strategy is not new. In a dealer showroom far back in the 50s I had thought about a certain economy model but I was constantly steered away from it. In fact, the seller refused to sell me the smaller model and I left. 35 years later and in a showroom that helped my daughter worry about choice and cost, the seller turned to me and asked; Who is buying this car, you or her? When we went to another dealer, I said he had to have some personal problems, maybe at home, maybe with his sales manager.
The automotive industry is an excellent example of how strong marketing can sell maximum business benefits. Think of the car ads on the TV; They are not trying to sell small and ordinary cars using the smallest resources. Most are for larger and faster styles, and with additional features that your friends will envy. Hybrids or electric cars can take the lead in future years but they will be expanded and sold to generate maximum profits. By far the best will not be modest in design.
Together with constantly remodeling styles, the newest products can contain frivolous gadgets and features that are clearly good selling points if they are marketed just right. And there has been a strategy where a model size grows from year to year until buying again. then your favorite model has grown in size, features and cost, and you have to anticipate significantly more than expected. What will your neighbors think about the choice is cutting to a more convenient purchase like what you want to trade?
The overall result of many years of this huge marketing effort is that cars are now usually purchased for superficial status, although they can be too costly when its too big for the owners budget or needs.
Its unfortunate that consumers in the richer parts of the world are so fond of these environmentally friendly, stylish, spacious gadgets, Look At Me cars. But thats what theyve told us to buy, most days of the year. and we are as sheep as we herd towards industrial premises.
We take a trip. Marketing and branding is constantly at work, so the ongoing pressure to consume more steel, plastic, oil and gas. But why would the industry promote a basic product that represents modest, thoughtful and friendly lifestyles when it would shrink business?
Lets face it, this inefficient, costly and unnatural way of getting around needs to be changed. It may be necessary to own a car to get to work, school and shopping. Thats how planning has designed our urban layouts, but it has proved to be a big mistake.
Although we are inclined to use public transport, it is probably not or not practical to use if the government has had other interests. And if its available and comfortable, its probably still not what most people would consider everybody to drive and Peter has a new Super Spitter XYZ.
The audiences desire to improve how we live and treat the environment will change, but it will not be easy if we are constantly confronted with massive beliefs to consume more. This necessary means of transport needs a review of its design, marketing and impact on society. The average person does not need luxury on wheels when spending just a few hours a week in the car. Neither does the car require fast speed and pollution to drive within the speed limit. A description of the fuel-efficient car should include: The smallest vehicle that fits your transport needs reasonable comfort.
The car must take a less destructive and healthier place in our society, but can it happen? When the automotive industry hit a brick wall during the financial crisis, it was reorganized, restructured and redistributed to energy efficiency to some extent. Then they became familiar and shiny, Show me ads. There is little advertising for small and simple transports - so they can later declare that people would not buy them.