I don't want a car
When I asked my son what car he wanted for his 18th birthday, he stood there motionless and looked at me with a pained expression on his face. “What are you asking me? I don’t want a car! Where would I park it? Where would I service it? If I need transportation, I will find it one way or another in an easier way.” He is a part of an exclusive club, a demanding club and one that is spoilt with a burgeoning world full of quality products – he is a Millennial.
This generation doesn’t buy cars like those before them, they want cool brands and they want ease and service now. I saw a Cambridge University study of graduates on what was on their Top 10 list of things they want to achieve in life and for an age, a car has taken pride of place near the top. But, in the past few years, a car hasn’t even registered; it isn’t even in the top 10 anymore. The only reaction the car world has committed to is to simply make cars better. The trouble is, the people in the world out there don’t want better cars, they want a cleverer mobility offer.