OPINION: Do people still care about cars?

During my commute to work this week, I tuned in to a KICPOD podcast episode, co-hosted by Laura Henshaw, the CEO of the KIC health and wellbeing app.

In this episode, Laura shared her recent quest for a new car. She emphasised her preference for a compact vehicle and expressed giddiness about features like Apple CarPlay and ventilated seats, which she had experienced during a short hire loan of a Hyundai Tucson.

I found it amusing to consider that despite the industry's constant pursuit of innovation, it's simple features like Apple CarPlay that continue to generate genuine excitement among people.

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Here at Wheels, we're true auto enthusiasts. Our passion for cars is ingrained in our daily lives.

However, amidst our deep dive into technical aspects such as power ratings, torque figures, fuel efficiency and gear ratios, it's crucial to remember that a significant portion of the Australian population – if not the majority – don't really give a shit about the details.

The reason is simple: they don't have to.

When it comes to purchasing a new car, not everyone is driven by a passion for automotive. This reality became apparent to me when a friend of mine chose her new Mazda CX-3 simply because she found it "cute." This decision was made despite my efforts while providing her with a comprehensive 10-page slideshow comparing her various options down to servicing costs and resale values.

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In the end, her car-shopping checklist boiled down to these needs:

Meanwhile, I was going on and on about the age of the vehicle and what other options she could get for the same money. Suffice it to say, she didn’t care.

One aspect often overlooked by automotive enthusiasts – be they fans of petrol-powered vehicles or electric ones– is that the average person doesn’t often worry about the details and needs information delivered simply, and sometimes with a dictionary.

Recognising this, car manufacturers have smartly adapted by targeting younger consumers through lifestyle-oriented campaigns. For this demographic, it's all about aligning their favourite cars with influencers to convey a specific image.

Like what MG did with their ‘Drive Your Style’ MG3 campaign. They even launched a partnership with MAFS star Tahnee Cook for the MG4 Electric.

Instagram feeds are cleverly filled with ambassadors flaunting their new cars. Lexus use racing royalty such as Corey Brown to get the attention of their core market and similarly Suzuki eagerly loans their cars out to TikTok-ers for sponsored posts.

The general disinterest in cars is palpable among many in the younger generation, who often view driving as more of a chore than their parents, for whom it represented a fun and liberating experience. This shift in perspective is coupled with a heightened environmental consciousness, leading many to opt for public transport rather than cars.

To put it into relative perspective, imagine someone presenting an exclusive Birkin handbag to you worth $65,000 as one of only ten in the world.

I, for one, wouldn't even be able to feign interest. So it shouldn't be surprising that something larger, made of metal, and of equivalent value is a mere means of getting from point A to point B for many buyers, like so many with their affordable handbags.

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So in these situations, it’s best to focus on what new car buyers actually care about.

While automotive enthusiasts like us at Wheels immerse ourselves in the technical and performance aspects of cars, it's crucial to recognise that many car buyers have different priorities. Features like compact size, user-friendly technology, and aesthetic appeal often trump intricate mechanical details for the average consumer.

This shift in consumer preferences is increasingly evident, especially among younger buyers, who tend to view cars more as practical tools than objects of passion. And these days when I see passion, it's more about style and status rather than functionality.

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Car manufacturers have adapted to this trend, focusing on lifestyle and image in their marketing to appeal to this broader audience.

So maybe it’s time we stopped judging those who don’t understand cars, because if you're not careful they might start quizzing you on their Birkin bags.