In 2013, the New York Times declared that car culture was dead. For the next generation, it
seemed that driving had lost its caché. The percentage of young licensed drivers, and miles driven by them were trending down at precipitous rates. Technology had taken the place of cars as coveted objects of desire. Hipsters were fleeing the 'burbs and raising their kids in urban neighborhoods where everything was walkable. And for the occasional trip elsewhere, car sharing services were readily available .
Even though new vehicle sales rebounded handily after the Great Recession, the idea of cars for fun did not. As congested roads caused average highway speeds to plummet 40% or more, the dream of the open road became a pipe dream. As global warming hit the headlines, cars became a major culprit.
Thus the type of vehicles that were purchased changed dramatically. Sales of sports cars, primarily purchased for the thrill of the ride plummeted. Instead, SUV's dominated the landscape as a means to an end--the destination had overshadowed the journey. Even the Porsche line up was dominated by SUV's
Now, the specter of COVID-19 is likely to change life in ways not seen in 100 years. Just like the Great Depression forever shaped the values and behaviors of an entire generation, COVID-19 is likely to do the same for those coming of age today.
As we are work, learn and socialize remotely, and our vehicles sit idly in garages, it makes one wonder if this new 'do everything from home' mentality will make people question whether they need cars at all?
Or could it actually do just the opposite -- could it create a new kind of car culture?
Some things to consider: Will people ever feel safe using ride sharing vehicles or public transportation again? Will they continue to avoid public places like theaters, malls and restaurants, even after a vaccine is found? Will they choose not to fly? Will they eschew the denseness and consequent threat of urban living, and flee to the suburbs? If you can work from anywhere, couldn't you live just about anywhere--even in the most remote places in the world?
If life change this way, the car might once again become central to life. If that is the case, is it possible that we could have a 'Back to the Future' car culture that looks oh so familiar but with a decidedly modern twist?
Cars as a means to escape from 'the office' and 'school'?
- With roads free of congestion, and people confined to one place, will sport cars make a resurgence as the symbol of freedom and means for escape? The new breed of electric sports cars with the performance of the past and environmental friendliness of the future could handily fill the bill.
- As designers of autonomous vehicles push the envelope on new interior configurations, could the car become a sanctuary, even when stationary? It could double as an extra room to relax and wind down. And unlike additions to your existing home, it could literally transport you, and be easily refreshed and remodeled every few years, so that your home never gets boring.
Cars as a reliable, safe haven in public places?
- Could drive in theaters make a comeback? There would by definition enable social distancing, while simultaneously eliminating the annoyance of intrusive cell phones and noisy audience members. Imagine driving up to a huge Jumbotron, and listening to the audio on your ultra premium in vehicle sound systems.
- Speaking of ultra premium audio, could outdoor live concerts also become drive in events?
- Will robotic car hops serve food at drive-in restaurants? Better yet, could robots serve at fine dining venues-- in the comfort of your luxury appointed autonomous dining room.
These are just a few of the possibilities. While we don't know what will happen, automakers should be looking beyond the current sales decline and begin to think of the post COVID-19 era as an opportunity to innovate in a way that regains the revered place in culture that cars once held.
