If They Made A Movie About This, They Could Call It "Wired For Death"

Many years ago, I was bombing my Zoke-Z1-equipped Klein down a trail in Ohio’s Caesar Creek park when I took a wrong turn and found myself heading towards a farmer’s field. I saw a flash, a glint, in midair fifty feet ahead of me and I jammed both brakes, coming to a heaving halt an arm’s length away from a brand-new bit of barbed wire strung across the trail, presumably at the farmer’s property line. It was at about the right elevation to catch me across the chest, but it would have caught a child at the neck.

Lacking a tool with which to cut the hazard down, I twisted up two large branches in the wire so it would be obvious to the less attentive then went on my way, my general contempt for man’s inhumanity to cyclist freshly reinforced. When I quit racing bikes and started focusing on cars, I figured I’d never see anything like that again. It would appear I was wrong.

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"War On Cars" Watch: GM Bashes Cycling, Apologizes

The idea that environmentalists in this country are waging a “War On Cars” has gained some currency within the right wing in recent years, fueled by the Obama Administration’s increased emphasis on public transportation and cycling. Of course, statistically speaking, the car is proving more than capable of defending itself, as sales and ownership levels remain improbably robust (in per-capita and per-GDP terms) despite the recent “Carmageddon.” But GM waded into the fray anyway, running the anti-cycling ad seen above in several campus publications (via bikeportland.org), likely in hopes of fighting against the kuruma banare phenomenon that began with Japanese youth abandoning cars and has progressed to a full-blown national love affair with bicycles. But cyclists are a passionate bunch, and GM’s ill-advised ad prompted a torrent of Twitter protests ( see for yourself), eventually causing the automaker to apologize and pull the ad.

GM’s Tom Henderson tells the LA TimesThe content of the ad was developed with college students and was meant to be a bit cheeky and humorous and not meant to offend anybody. We have gotten feedback and we are listening and there are changes underway. They will be taking the bicycle ad out of the rotation…. We respect bikers and many of us here are cyclists.In other words, this is the ultimate proof that outsourcing ideas to consumers is lazy and ineffective. A good marketer would have instantly seen the problem with this entire ad concept and tossed it (and the Deans Lister who came up with it) as soon as he saw it. There are basically two reasons to bicycle: because you have to or because you want to. Those who have to bicycle can’t afford new cars, while those who want to cycle are going to be alienated by any slight to their passion… especially from a company like GM. In other words, an ad like this is not only ineffective, it exacerbates the nascent antipathy to automobiles among young people.And make no mistake: automotive ambivalence among young people is growing. As someone who lives in America’s cycling and hipster capital, I can confirm that carlessness is cool… and cycling as a lifestyle choice is even cooler. As I wrote two years agoHistorically, America’s youth have flocked to Automobiles as a tool of personal freedom, an escape pod from the world of adult responsibilities and a way to connect with other young people. Today, these crucial marketing values have been stood on their heads.If a young person does buy a car, it’s almost always because they need it for their job. Though debt, insurance, maintenance and speeding tickets are the real-life downsides of auto ownership, the crucial issue in the uncooling of cars is the image of car ownership as a a complex of obligations all of which add up to less freedom. The automobile has become a tool for connecting people to their responsibilities, a symbol of debt and talisman of that youth anti-icon, the beaten-down, middle-aged commuter. And what’s less cool than that?This perception has only increased in recent years, fueled by a cultural “perfect storm” of generational changes. Indeed, today I’m even less optimistic about the car’s cultural relevance than I was when I concludedAmerica will not stop being the giant, spread-out country in which cars are the major mode of transportation. But the fact that there are nearly as many cars as people in this great land means that the auto industry is ultimately a victim of its own success. Still, if the industry is able to connect with the values that are leading young people away from automobiles, there’s a chance to check this trend.But it won’t be easy, because young peoples’ expectations of automobiles are actually rising. If automakers are able to offer vehicles which can embody fun, freedom, practicality, efficiency and timeless design, there’s a chance to refocus the youth market’s desire onto automobiles… Recapturing the cool is a major task for the automotive industry, and fighting this perfect storm of cultural changes won’t be easy. This is a marketing, development, design, and technology challenge that makes getting consumers to consider GM look like, well, child’s play.And yet, ironically, here is GM flaunting its complete ignorance of this crucial cultural dynamic with a single ad. And not for the first time. A 2005 ad that ran in the Vancouver area displayed the same out-of-touch insecurity, bashing public transportation and offering a Chevrolet Cavalier as its alternative.

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  • Cprescott I have to laugh at speed limits. Apparently 95% of the people don't think it applies to them. Here in the states, there should be a fee paid at the time of registration renewal that will allow you to run 10 mph over the limit without a ticket (but you could be pulled over and have your belt checked, etc) Add $150 to the cost of registration and those who feel like they want to go commando, have the cost of speeding 10 over the limit to be no less than $500.
  • 3-On-The-Tree I do 80 on I-10 and cars are always passing me pulling away doing well over 100.
  • Fed65767768 So Quebec...the only Canadian province still stuck at 100 km/h. Then again, considering how bad the roads are in this poorly run province, I'm not sure many drivers would be willing to drive much faster.
  • SCE to AUX Seems Canadians don't care about fuel economy, same as in the US.
  • Tassos 'EVERYBODY' DRIVES 20 MILES OVER THE LIMIT"? I only drive 9, (except short burst at much higher speeds to pass) but most others drive SLOWER than I do.