The Auto Industry Says SUV Drivers Are Selfish

topic posted Mon, November 7, 2005 - 11:31 AM by  Unsubscribed
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A friend of mine sent this to me & I'm reposting it here. It's from Russ Kick's little book called "50 Things You're Not Supposed to Know", number 46.

The Auto Industry Says SUV Drivers Are Selfish

People who tool around in hulking, big-ass sport utility vehicles have been getting dissed a lot lately, but no one has raked them over the coals like the people who sold them the SUVs in the first place. The multibillion-dollar auto industry does extensive research into the customers, and lately that research has focused quite a bit on the people who buy SUVs.

Investigative reporter Keith Bradsher of the New York Times has looked into the SUV phenomenon for years. He’s read marketing reports meant only to be seen within the industry; he’s interviewed marketing executives from the car companies and from outside research firms. The industry has come to some unflattering conclusions about the people who buy its SUVs. As summarized by Bradsher:

They tend to be people who are insecure and vain. They are frequently nervous about their marriages and uncomfortable about parenthood. They often lack confidence in their driving skills. Above all, they are apt to be self-centered and self-absorbed, with little interests in their neighbors and communities.

They are more restless, more sybaritic, and less social than most Americans are. They tend to like fine restaurants a lot more than off-road driving, seldom go to church and have limited interest in doing volunteer work to help others.

David Bostwick, the director of market research at Chrysler, told Bradsher: “We have a basic resistance in our society to admitting that we are parents, and no longer able to go out and find another mate. If you have a sport utility, you can have the smoked windows, put the children in the back and pretend you’re still single.”

Bostwick says that compared to those who buy similarly large minivans, SUV drivers are selfish:

Sport utility people say, “I already have two kids, I don’t need 20.” Then we talk to the people who have minivans and the say, “I don’t have two kids, I have 20-all the kids in the neighborhood.”

One of General Motor’s top engineer also spoke of the difference between minivanners and SUVers: “SUV owners want to be more like, ‘I’m in control of the people around me.’“ He went on:

With the sport utility buyers, it’ more of the image thing. Sport utility buyers tend to be more like, “I wonder how people view me,” and are more willing to trade off flexibility or functionality to get that.

The executive VP for North American auto operations at Honda revealed: “The people who buy SUVs are in many cases buying the outside first then the inside. They are buying the image of the SUV first, and then the functionality.”

Jim Bulin, a former Ford strategist who started his own marketing firm, told Bradsher: “It’s about not letting anything get in your way and, in the extreme, about intimidating others to get out of your way.” Daniel A. Gorell, who also used to market for Ford and now has his own firm, says simply that SUV drivers are “less giving, less oriented toward others.”

Defenders of SUVs have attacked Bradsher for reporting these things, but they always forget the crucial point: Bradsher isn’t the one slamming SUV owners- it’s the auto industry itself.

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  • Re: The Auto Industry Says SUV Drivers Are Selfish

    Wed, November 9, 2005 - 10:34 AM
    Hummer was completely targeting these people with its ad campaigns for the H2, though.

    I'm sure they were all too stupid to realize that Hummer's marketing team was exploiting their insecurity and self-centeredness to sell them a $50,000 security blanket.

    The first H2 spot I saw showed a young woman driving her H2 through the city, then at the end, she smiled, and the closing caption said, "Threaten men in a whole new way." The second one I saw showed the H2's rearview mirror with a caption that said, "What's that in the mirror? Oh, wait, it's everything."

    I have to wonder if the next H2 ad was going to feature an unhappy-looking guy peering down his boxer shorts with a caption like, "Hung like a chipmunk? Don't fret! Compensate!"
    • Re: The Auto Industry Says SUV Drivers Are Selfish

      Thu, November 10, 2005 - 12:47 PM
      Well, sure...I'm not thinking that the industry's analysis of the SUV buyers was, in any way, meant as a judgment...just a means to selling them more SUVs.

      The point in exposing this was to show that the industry already knew what we've always asserted to be true about the avg. SUV buyer/driver, and was more than happy to cater to their worst impulses rather than help them feel more secure in a safer choice.

      As an example of interesting ways to promote saner options, I really like the "car" theme in both "Get Shorty" movies. In each case, icy cool Chili Palmer is saddled with a seemingly "uncool" ride—a minivan and a Honda Insight (which I have one of and ADORE, BTW). But, rather than bemoan his "adversity" he just shows how cool he is by *making* the cars cool to everyone around him, to the point where they're even buying similar vehicles. ;-)

      Or, look to Europe at the amazingly funny "Evil Twin" campaign they ran for a *FORD* car (believe it or not) called the SportKa (seeing as it's the "badder", more rebellious version of the Ka). It's clearly a small, econo-box, but they way they infuse it with attitude is prety damn funny...

      www.youtube.com/watch.php

      Anyway, I'm rambling...I'll stop now.
  • Re: The Auto Industry Says SUV Drivers Are Selfish

    Tue, November 15, 2005 - 4:10 PM
    Ah,

    well the auto industry is notorious for things like this,

    they create an entire style of automobile, hype it up, sell as much as they can, and then make fun of it, diss people driving this "old" style when they are in the process of getting everyone to run out like lemmings to get the new style.

    People were made to feel stupid for the once prized soapbox shaped cars for the sleeker big tailfinned and chrome cars... then suddenly tailfins and chrome was presented as passe for the modern look of the clean lined muscle car.... than that gave way in the Gas crisis for the whole Pinto/Le Car look cloning around... even the K car was once hot and sexy in it's day until it became an object of derision to own more humiliating than the edsel that a young person wouldn't want to be seen in one. So it went to smoother lined sedans and wagons like the taurus, and then the SUV's came and grew larger and larger trying to eat everyone up.

    And in the end what will it pehaps mean when the day of the SUV is over...

    It will mean that the auto industry when it's ready will pretty much end the days of the SUV when they want people to run out and buy new cars. And well, for their research of the SUV owner and what their profile is about when they do it they won't argue against the SUV for being expensive, or dangerous, or impractical... arguements like that don't work on vain, insecure, selfish people who allow their self absorption to make themselves Amoral.

    No, they'll just get someone like Paris Hilton to tell them that a new car is "Hot" and that anyone still driving an SUV is a dweeb... A bit of scion like marketing, because marketing to 18 year olds appeals just as easily to 40 year olds that still want to be 18. Perhaps a commercial showing a grubby, fat, stupid or nerdy looking person driving an SUV being passed by some agile porsche like thing, it goes offroad to get ahead of the sportscar and just gets stuck in the mud. The smarter looking, cool driver of the non-SUV new car just laughs and picks up a beautiful hitchiker missed by the SUV driver.

    Really logic never works on people fitting that kind of advertizing profile. Say "don't be selfish" and they just get mad at you, say "don't be such a dork" and they immediately apologize and go out and buy the smaller car. They are still thinking like a sixth grader trying not to be made fun of emotionally.
    • Unsu...
       

      Re: The Auto Industry Says SUV Drivers Are Selfish

      Sun, December 11, 2005 - 9:37 AM
      Some of the biggest SUVs, such as Hummer H2 and Ford Excursion, have less front legroom and headroom than the Scion xB compact car from Toyota.

      I love my little xB. About 1,000 times more reliable than a Hummer too.
      • Re: The Auto Industry Says SUV Drivers Are Selfish

        Mon, December 12, 2005 - 10:12 AM
        Dire,
        That's just the thing about SUV's: most of the extra room, as I understand it, is utilized for the engine and the wheel dowels or slots, and they really don't have much more room than say a mini van, which is much lighter. Also, it is that very reason why SUV's use more resources and weigh much more than regular cars: because engineers have to designate more room for larger engines and wheels/chasis.
        • Re: The Auto Industry Says SUV Drivers Are Selfish

          Tue, December 13, 2005 - 11:34 PM
          My general impression is that mini-vans are usually safer as well.
          • Anybody with any social conscience knows that we've already passed peak oil and we're running out! And that we're all on the same team on this small planet. So these SUV drivers HAVE to be selfish to be guzzling gas under the circumstances.

            My own sister and her husband BOTH drive them and have no need. They live in a subdivision in Georgia and don't ski or do any camping or hunting, or anything requiring humongous vehicles. It's all about status, image, and insecurity about driving (in my sister's case, anyway).
            • Re: The Auto Industry Says SUV Drivers Are Selfish

              Wed, January 4, 2006 - 11:54 AM
              Lynne,
              You've hit the nail right on the head there when you made your point about status and image. Those are the number one reason people purchase SUV's. It's a status symbol. Now, I know we live in a Capitalist society where certain luxury items evoke a certain sentiment or feeling. But certainly we are not that shallow to feel that having these things and maintaining them at the cost of the natural and social environment is cool or en vogue? I guess we are. lol

              The problem, here, is education. When I was in high school in the early to mid 1990's, environmental studies/science was a big thing. It was offered as a science elective, at least, in Florida public schools, but it is my understanding that several districts in the Northeast offered it as well. Nowadays, however, there's almost nothing to be heard about environmental science education. It's almost non-existent.

              With that said, this is not to say that citizens shouldn't inform themselves, but it amazes me how many "educated" Americans still see the environment as a political issue, as opposed to, a real issue. Our European and Japanese counterparts take the environment very seriously and they weave it's importance into the fabric of their everyday lives. We, however, have very weak policies, and SOMEHOW, we have managed to politicize the issue and have turned it into a left -vs-right circus. In other words, if you are for the preservation our environment, right off the bat, you're stamped as being a lefty. This is craziness!

              Finally, that's the problem: environmental education. That's what we need to push for in our schools, not just as an elective that can be chopped as soon as budget cuts or the threat of privatization comes knocking, but it needs to be a mainstay requirement in our public school curriculum.
              • Re: The Auto Industry Says SUV Drivers Are Selfish

                Thu, January 5, 2006 - 10:22 AM
                Now you've hit the nail, Roger! Yes, it's all a matter of education. However, in this political climate which is driven by Christian fundamentalism, science has a very dirty name. (I work in a national scientific laboratory. Our funding is rock bottom compared to what it used to be.) We're quickly losing our edge in the world.

                The Christian fundamentalists believe that this world was given to them to use (not preserve or care for). They also believe that the "rapture" (a concept that has been created rather recently) is coming soon and that they can hasten it by bringing about the end of the world so they can be taken up into Heaven while the rest of us continue to live in this desecrated Hell realm, or something to that effect. There are actually websites tracking the demise of the planet as proof that Armaggedon is upon us. People subscribing to those websites are all gleeful about it.
                • The people who drive SUV's as a demographic are too selfish to be a part of a church community, christian fundamentalist or otherwise. More likely to own a minivan for carpooling church events. Generally most fundy christians are poor and aren't in pursuit of status symbol vehicles, even if their stance on the environment is far from progressive. I have my problems with them and their effect on policy, but I won't blame SUV's on them, apples and oranges.

                  No, it's more like that the people who worship money and status can't be reasoned with.

                  Not from a moral standpoint,

                  Not from an environmental standpoint,

                  I'd wager from the large number of SUV drivers I see gabbing on cellphones and driving like morons while talking in towns and states where handheld cellphone uses is illegal... even a legal standpoint won't work on the blindly selfish status oriented... not until they've been burned a few times with heavy fines.

                  Think of it this way Lynne, you probably read "The Wind in the Willows" you remember Frog. We all remember Frog.

                  Frog wanted things just because he wanted them, because he could imagine himself in some kind of vehicle where others would admire and envy him. He couldn't drive a motor car responsibly, but he still had to have one, beg, buy, borrow, or steal one but had to have it. If Frog had maxed out credit he'd put a second equity loan on his mansion by the river to get an SUV.

                  The SUV was made for people who are like Frog.

                  What was the only thing that could get Frog off of anything once he had his heart set on it? Could his freinds dissuade him from his stupidity? Could he be reasoned with?

                  No, pointless, just as all of your talk about environmental education with people like that will mean nothing. People who will listen to your environmental stuff won't be driving a status car to begin with. They might go from a used delta 88 boat sized * cylander covered with rust from 1985 to a honda to save the environment, or if they ever become richer perhaps one of those new hybrids.

                  Not the status seeker. Nope, all the education could be there, you could tie them up in chairs, wire their eyes open to force them to watch the instructional information like out of "A clockwork Orange" you can tap them with electric cattle prods for emphasis. It won't matter, if they think only about themselvs and their own status you are using the wrong arguement.

                  Just as I remember a cereal commercial where a parent was speaking in hushed tones about a tasty breakfast cereal because they don't want their kids to know the cereal is good for them (it's implied that if the kids knew they wouldn't want it)... the same psychology goes with such a demographic. A car needs to be made that is environmentally good for the world, and then that fact has to be left out as it's sold and marketed as a decadent status vehicle. The moment anyone says "oh and it's good for the environment" that kind of person would no longer be interested.

                  It's sad, pathetic, it makes me wonder about Eugenics and how the world might be a better place without people who have such a mentality... but alas, we have to work with people as they are and not assume that everyone's modus operandi is the same as ours. A reasonable arguement to us might seem pointlessly boring and irrelevant to someone looking for a thrill ride or for a grand entrance.
                  • This is the maximum depth. Additional responses will not be threaded.
                    Shme, I understand your argument to an extent. I have heard this argument before, particularly, in studying ethics, where it is taught that you can't teach ethics to the corrupted only the potentially corruptible. In other words, there are just those in our society whom we'll never reach. THAT, I do understand. However, that number, I think is quite small, and wouldn't really have a huge impact on our society anyway. However, the majority--I think, with sound environmental education where the link between our actions and the effect those actions have on the environment are consistently made-- can be reached.

                    Where your argument gets even more interesting is with the concept of hefty fines. I, too, believe that is an additional tool that we can use to off-set SUV usage.

                    Finally, when I say education, I'm not only refering to formal education, where you sit infront of the an educator and take notes and do homework. I also mean education in the broader sense. For example, do you guys remember when you first learned to drive and the driving instructor would always put out this caveat that driving is, in fact, a privilege? Remember that? I think this is another problem, too. We have been made to believe that driving is a right-of-passage, and really, it is not. It is indeed a privilege. Once again, education can play a huge role in dessiminating such truths, which could do wonders in changing people's perceptions and p.o.v's on driving all together, right?

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