Have the relationships between driver and vehicle changed?
Over the last 18-months, due to government restrictions in the UK, we haven’t been allowed to go out as much as we normally would.
Whilst in the short term many of us who are not essential workers have been working from home and not using our cars, the evidence from client surveys shows that people are more likely to buy a car as they want to avoid public transport.
Despite the first-class job public transport companies are doing to prevent the spread of Covid-19, you can’t blame people for opting to drive their own vehicles if they have the choice.
Your car is your own safe space, a mega bubble protected from the elements. Some people see their car as an extension of their home or their office on wheels.
Personally, I think there is an emotional connection between cars and people. Not all of us, for some a car is just a means to an end, a practical way of getting from A-B.
But for others a car is much more than that. First of all, your car is likely the second largest expense after your house.
This significant monetary expense lifts the emotional value above other material items you might own.
Second, your car is like your suit, you don’t get into it, you wear it. I think this is why many of us aspire to drive cars with circular German badges or British 4x4s.
Like it or not, your car can act as a statement about yourself. The premium motor brands are well aware of this. Sure, they can deliver a premium product, but retaining that brand reputation is just as important.
In a world where there are as many premium cars sold as there are volume cars, this is something that marketeers need to be aware of.
Third, I also think that your car can be an emotional mousetrap. I’m quite happy to point out to my wife when she’s taking ages to get ready and making us late. Or, when they were younger, to tell my children off when they were squabbling in the supermarket. However, if someone were to say to me, “your wife is always late” or tell my children off, I’d be quick to tell them to mind their own beeswax.
I find this similar reaction takes place if someone were to criticize my car, I’ll end up reacting by either defending my car or criticizing them.
This is why I believe there is an emotional relationship between cars and people – much more than a practical means to an end.
The enjoyment and emotional connection between cars and their owners is something to be protected and cherished, and the automotive industry is responsible for that.
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