Just a quick note – tomorrow, Tuesday, January 28th at noon, I’ll be part of a panel discussion with the The Globe and Mail, a major newspaper in Canada, about the chief topic of Generation Why: the relationship between millennials and the automobile. I’ll be joined by Chris Travell of Maritz Research, who should be able to provide an interesting, data-driven outlook on the issue. For those who prefer excellent automotive reporting to the rantings of a 20-something malcontent, Greg Keenan, the Globe’s auto industry reporter, is a must-read.
Category: Generation Why
One of the main criticisms of Generation Why is the lack of hard data to support this column’s ongoing thesis: that the lack of interest in car ownership among millenials is related to economics, rather than any sort of anti-car/pro-environment/pro-urban ideological shift among young people. Now, a key study from Deloitte confirms our initial hunch: young people want cars, but cannot afford them, and the notion of a car-free future, with walking, cycling and transit replacing the automobile (whether privately owned or shared via a service like Zipcar) is an unrealistic fantasy that somehow continues to have currency.
Rivaling Jack’s tales of his harem in the “Most Unpopular Subject Matter on TTAC” Sweepstakes is my constant references to rap music. What I perceived to be a wink-and-a-nod to younger readers who enjoy hip-hop was succinctly summed up by one commenter who wrote “It wouldn’t be a Kreindler piece without a [deleted perjorative for white wannabe rappers] reference”. Although I resolved to tone down the “shout-outs”, an recent piece by Bloomberg demonstrates that there is a time and a place for a knowledge of hip-hop music.
A study by Edmunds on the buying habits of millennials shows that 2013 was not a particularly good year for young car buyers. Despite making good headway in 2012, 2013 saw those gains practically eroded, as a weak job market and rising home prices helped stymie any growth in market share for automotive consumers aged 18-34.
“Too Poor To Drive”. This is the gut level conclusion that’s been propagated in “Generation Why” since January, 2012, long before the theory gained currency in the broader automotive world. In the nearly two years since, the “kids aren’t interested in cars because of technology/the environment/urbanization” meme has held up tenaciously – and it’s not entirely false.
It’s not just oil, water and other precious resources that we’re running out of here on planet earth. Apparently, we’re a little short on automotive nameplates too. If you believe the reports in industry trade pubs, we’ll eventually be overrun by obscure alphanumerics as the number of trademark-ready monikers gradually thins out. Scarcity isn’t the only factor behind it either. Frequently, nameplates get retired, and an all-new version of the previous car is re-introduced with another combination of numbers and letters – just like Nissan is planning to do with the Skyline after 56 years of production.
It is a sound that is familiar to anyone of my generation, the manic buzzsaw howl of a Honda 4-cylinder. Unfairly tarnished in the minds of the public by legions of single-cam D-Series breathing through a potmetal Pep Boys muffler, the Honda 4-cylinder produced a truly moving tune in its highest iterations, the twin cam VTEC B-Series models, as they growled their way to stratospheric redlines. That era is officially over.
The very first Generation Why column began after GM unveiled two concept cars aimed at millennial buyers, with the subsequent 18 months spent debunking numerous articles claiming that young people have abandoned the automobile in favor of electronic gadgets.
This author has long maintained that such talk was, in its most extreme form, the wishful thinking of people with a not-so-hidden desire to see cars disappear from the urban landscape. At its most benign, it’s simply foolish. Finally, the rest of the world appears to be catching on to the notion that when it comes to falling rates of car ownership, “it’s the economy, stupid.” General Motors just happens to be one of the first to say it publicly.
This is the Honda Grom. In the rest of the world, it’s called the MSX125. Squint really hard, and it almost looks like a Ducati Monster. I say almost because this thing is tiny – those are 12 inch wheels, you know. It packs a whopping 125 cc, much like a scooter, but it has a real 4-speed gearbox. It also gets 130 mpg.
My reference point for “old cars” is an old MGB, owned by my friend Paul. Passed down from his father, Paul’s MGB has less than 70,000 original miles and every conceivable part that needed replacing had been swapped out for new during its relatively easy lifetime. When Paul offered me a chance to drive it, it took me all of two seconds to agree on waking up at 6 AM on a weekend just to do so.