In the endless rush to attract younger buyers, luxury car brands may have ended up alienating their traditional customer base – older buyers, specifically those old enough to collect social security – by implementing complex, technologically advanced features like touch screens and complicated infotainment systems. What if there were a way to opt-out?
Larry Vellequette of Automotive News has jokingly suggested a “Luddite” trim package for older buyers, which pairs traditional knobs and buttons with comfortable seating options. It may be a semi-satirical idea, but I am sure that plenty of older buyers would take well to it. I know of a few instances where older buyers have gone for the car that offers the least technology, even if it meant forsaking the brands they were traditionally loyal to.
That has meant traditional customers of Lincoln and Cadillac have shifted over to something like a Lexus ES350, because they found CUE or MyLincoln Touch to be too much of a burden. Bear in mind that these are the sort of people who find sending an email to be a great technological feat, and it’s not hard to understand their reluctance in embracing in-car computerization.
Vellequette notes that the resistance to touchscreens and their ilk is ultimately a futile pursuit. It’s also true that this demographic is literally a dying one, and the future of these brands will be with those who are technologically savvy. On the other hand, those with the means to buy new cars tend to be older. Perhaps the solution would be the ultimate automotive tech cliche – an iPad-like interface with a simple menu and easily recognizable icons. Though I’m not a “Mac Guy”, Apple products like the iPad and iPod seem to click with older users, with a minimum of futzing around required to operate them.