QOTD: The No-Frills Luxury Car? Not As Crazy As It Sounds
An increasing trend I’ve been noticing is the increasing discomfort that older buyers are experiencing with luxury cars. Even the more tech savvy of the lot are getting frustrated with the rapid influx of technology in their cars of choice.
In the past year, I’ve had two older gentleman ask me for lower-tech alternatives in the luxury segment. One man in his 80’s was interested in a Lincoln MKT, but ended up purchasing a Lexus LS460 after being unable to get a handle on MyLincoln Touch. Another in his mid 60’s, who religiously buys Lexus ES350s, is now looking at a Hyundai Azera after being frustrated with the new mouse-style control for the Lexus infotainment system.
Doug DeMuro brought up a great point on his Kinja blog, namely, what are older buyers gravitating towards when every luxury brand seems committed to attracting younger buyers. Yes, this makes good business sense, lest you become Buick, saddled with a customer base that is literally dying off. But why ignore your customer base, which actually has the money to buy your cars? Why does the Cadillac XTS, a car that will only be bought by those in the over 45-set, offer CUE, a notoriously bad touch-sensitive infotainment system? The XTS is the kind of car that should be elegant but simply laid out for ease of us. A driving experience laden with distractions and repeatedly stabbing a haptic feedback control is the antithesis of luxury.
I wonder if the tide will eventually turn back to traditional buttons, simpler layouts and less reliance on complex, fragile electronic systems. As public beta testing and increasingly disposable electronics become the norm, cars have the opportunity to be a beacon of resilience and quality. But I don’t think I’d be on that.
More by Derek Kreindler
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I am no luddite, but I belive simple is better. The controls for each component should be as straightforward as possible, depending on the controls function. For example, climate control is fine with knobs, but the navigation should be through an MMI or touch screen.
Dang, this speaks to me. The clearance-priced Veracruz we bought last year has the complexity (and sex appeal) of an Amish ox cart. Forget about all-wheel-drive, sunroof, NAV, internet connectivity or cooled seats. Heck, it doesn't even have power seats. Just a big silent engine, hushed cabin, plush materials, and bank-vault construction that feels like it will last forever. I hope that no-frills luxury makes a comeback in the car business, but for now it seems that over-styled sheet metal and shiny-plastic interiors full of electronic distractions rule the marketplace.
This is always the Marketing mantra...younger buyers, customers are dying off. Aren't there plenty of aging folks behind them to replace the customers, in fact isn't the population aging in the US as a whole. They should be going after the growing old people demographic!
[quote]The controls for each component should be as straightforward as possible, depending on the controls function. For example, climate control is fine with knobs, but the navigation should be through an MMI or touch screen.[/quote] This. +1. These guys don't need Apple or Microsoft to do this though. Many car makers do a nice job..(And FWIW I have had great results with BOTH Microsoft and Apple - all the people who can't make Windows work -PEBKAC). What the article writer doesn't get is that modern cars HAVE TO HAVE these features. Or they WILL NOT sell. It's like asking a woman what they like about men.. You just are not going to get the straight story one what sells cars by talking with a few older folks.. They might CLAIM they don't want this or that - but its what people really want and care about nowadays. If you really can't make it work - trying reading the manual or asking the dealer. Its really not that complicated..