Hammer Time: Might As Well Go For A Soda
“Steve, what car should I buy?”
“Well, if I give you the real answer, you’ll roll your eyes and buy what you want anyway.”
“No really. I’m open to new ideas.”
“Okay then! Buy a 2012 Malibu. Buy a Buick Park Avenue. Buy a Dodge Raider or buy a Suzuki Equator.”
“Ummm… are you sure about that?”
“Hell no! Now go buy me a soda and buy yourself a Camry!”
A lot of enthusiasts give grief to the mainstream publications in this business. Sometimes I kinda don’t get why because to be brutally blunt, the “best car” is usually firmly planted in the third row of most folk’s priorities when it comes to buying their next car.
For all the manufacturers desires to offer power, performance and utility together in one great vehicle, most of the general public just doesn’t care.
They usually want a brand first. Looks second. Then there’s fuel economy, safety, perceived quality… and a long, long list of excuses to get away from the less popular alternatives.
The best new car is rarely the best selling car in this business. There are Mazdas that I love which have a snowballs chance in hell of taking on the Toyotas and Chevys. Even if they do a far better job of checking off most consumer’s real world priorities, it’s a moot point and an inevitable outcome.
If Volvo came out with a breakthrough product, I seriously doubt that most shoppers of prestige brands would even remotely consider it. Never mind that there are plenty of reputable sources out there that can help dispel those myths as to which models now offer the best bang for the buck. Volvo no longer ranks in the pantheons of marketplace leaders. Case closed.
Why? People are brand loyal, and they are bias loyal.
That Ford station wagon that killed Aunt Edna’s dog 35 years ago? Well, that just means Detroit cars are pure crap. Never mind that carsurvey, TrueDelta, and even the long-term reliability index I am co-developing have disproved a lot of those myths.
Cadillac can’t ever match a Mercedes. Mercedes isn’t as good as a Lexus. Lexus isn’t as good as a BMW. On and on through the merry go round of biases and BS until you can’t help but SAAB at the futility of recommending a great car at a steal of a price.
Kizashi! What? Exactly. It’s a great car if you play around with a stickshift version. You say you’re an enthusiast… but then when I recommend a stick version, you look at me like I’m from Mars.
The truth is that enthusiast cars don’t sell. The best cars for pure driving enjoyment, don’t sell. The Miata has been shucked in the low 10k range of annual sales for a long time now. Mustangs? An ungodly sales decline. There are some who blame these types of things on demographics or the police state. But I have a third theory.
American tastes increasingly resemble the American interstate. There is a sameness and sadness to the menu which is dictating that the best cars are psychologically unaccessible. Nobody wants to get off the straight and dull road that leads to the Camcrods, the Cor-antr-ics and the American badged truck.
Are all those models good? Well, yeah. But good seldom equals love. You want love? Go tear down a bias and rediscover why a great car is worthy buying.
Don’t forget the radar detector.
P.S. : Feel free to share your thoughts below on great cars that have missed that elusive mark of mainstream acceptance over the years. I am going to be spending most of today getting a bonded title for a 21 year old Cadillac limousine. I will need intensive comic relief thanks to the interminable tortures that come with taking care of that type of title issue at the DMV. So please, feel free to share your stories and insights. I can always be reached directly at firstname.lastname@example.org .
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