#urban

Journalist Randy Essex of the Detroit Free Press took to those same digital pages last week to discuss how great his new car-free life is, even during the life-threatening cold of the polar vortex.

To which I say, good for him. If he’s happy living a car-free life in Detroit, more power to him. But his article is just the latest part of a conversation happening, at least in certain circles on social media, about going car-free.

This isn’t to pick on Essex. Again, if not having their own car works for him and his wife, that’s fine with me. To each their own, you do you, all that jazz. But going car-free won’t work for everyone, and urbanites, especially urbanite auto journalists, need to remember that.

Just when you thought you’d read the last article analyzing the vehicle purchasing habits of Millennials, here comes another from Canada’s largest national newspaper, the Globe and Mail.

“Why car companies spend so much time targeting hipsters” is the headline of Jon Cook’s story, which delves into the cringe-inducing ad campaigns automakers have crafted to lure young and hip people into showrooms.

The author touches on some valid marketing points in the piece, then un-ironically introduces people who embody the hipster stereotype to talk about what hipsters like themselves want.

For starters, “hipster” is not interchangeable with “Millennial,” and the tropes that come with hipsterdom do not necessarily resonate across the age spectrum occupied by Millennials (roughly, people born in the 1980s and ’90s).