Consumer desires have changed, a sign of the times
Australian history is fascinating. Look how transport trends have changed, to reflect cultural values.
Or is it vice versa?
It’s hard to imagine that, just after the turn of last century, cars were regarded as socially disruptive novelties. Although, as they became affordable, that didn’t deter almost everyone from getting one.
So, motoring took on a new meaning.
But, earlier this week as I sat down in front of the TV, I got thinking; the psychology has shifted again.
There’s an expectation that what we want will be on hand when we want it – and out of sight, out of mind when we don’t.
People want to get away from pain and into pleasure.
Just like I hadn’t wanted to wait for something decent to come on the telly – I went straight to Netflix – in the same vein, owning and looking after things, like cars, is now regarded by some as an incumbrance.
That’s pain.
Increasingly, people want flexibility.
That’s pleasure.
In the future, people will buy cars less. But they’ll still need them. For these people, the answer may be subscription vehicles – pay as you drive.
It’s happening now and is something the automotive industry needs to recognise and embrace.
It’s a new world, with challenges and opportunities.
But one thing’s certain. There will always be those who, like me, want to own their vehicle and value tangible freedom.
For these people, the joy of ownership will remain and that will be the case for many years to come.
Words: VACC CEO, Geoff Gwilym. As featured in the Herald Sun 4 October 2019.
Share your thoughts! E: ceo@vacc.com.au