Shock! 60% of Drivers Use Vehicle to Get From Point A to Point B
Marketing Daily (but never on Sundays) reports on a new survey of car drivers’ feelings about their whips, vis a vis self-image. “In its online survey, Mintel asked consumers: ‘How do you feel when you are driving?’ and gave them 19 choices for a response. Three of the top four feelings chosen by respondents had to do with utility and security, per the firm, with 46% saying they felt ‘responsible’; 40% saying ‘safe’; and 37% saying they felt ‘practical….’ Mintel says that near the bottom of the list landed emotions like ‘powerful,’ ‘fast,’ and ‘sexy.’ The bottom of the list was ‘rich…’ Mintel found that 60% of survey respondents believe the main purpose of a vehicle is to get from point A to point B, and 55% say the true value of a car or truck is how long it lasts. Only 13% say they want their vehicle to catch other people’s attention.” Surprisingly, Marketing Daily sees this as a condemnation of car ads that use sex and speed to sell cars, ignoring aspiration. And the fact that no one in their right mind is going to say they bought a car to feel powerful or sexy– even if they did.
More by Robert Farago
Comments
Join the conversation
I think this should come as quite a shock to many on this site and all other car sites. How many times do we have to read that a car clearly meant to be a commuter car (Prius) is crap because it does not excite car guys who think every car should be suitable for Walter Mitty types channeling Michael Schumacher? The nominations for the "ten worst" are proof positive that car guys fail to understand that for most of the population a car is a transportation tool.
RF, you got it sooo right. What the respondents tell the surveyor, and how they really act can be two completely different things. I have likely mentioned it here, but I busted NPR years ago for doing a long story on a study that showed that college age males had many more sex partners on average than the girls did. Of course, the only difference would be due to either homosexuals (supposedly factored out) or to sleeping with much older women (not so much in style back then) or to lying (BINGO!). Well, lying may be a strong word, but I suspect that the men counted things as sex the women simply didn't, or they kinda forgot. How the study got published, and then got journalistic coverage that rated at least 15 minutes on NPR should be the subject for a documentary. NPR later corrected the story.
In '96, I bought the most expensive car I have ever owned. An 88 BMW 528e. It was 8 yrs old and had 150k miles on it. I drove it for 11 1/2 yrs and put 200k on it. Never had a breakdown that required a tow. I serviced the car in my driveway. It is a hobby I guess. After 20 yrs of VW Bugs, I've gotten stuck on the 528e.Of the 5 528es I have had Ive gotten at least 5yrs and 120 k out them. I'm not into performance, I'm into maintenance. I keep the cars running with used parts as much as possible. I also rescue dump find lawn mowers and snow blowers. My BIL and I have been doing this for 30 yrs. Once I get a car sorted out, I can usually keep it going for less than 500$ parts a yr.
In 5-10 years, or 100,000 miles the weak cars and lemons die off. When a car is >15 years old, has 150k, very little rust, and still runs like a top, you've found yourself a beast of good pedigree.