Redefine the Line: How automotive trends are changing the ways we move from point A to B
By Tarun Tejpal – The automotive industry has been one of the most dynamic and exciting incubators of technological and product innovation in the modern world. A unique mix of investment, consumer interest, and industry competition has driven this dynamism with a constant search for the next feature, style, or capability to capture the public imagination. At the 1964 New York World’s Fair, General Motors (GM) hoped to capture such interest with the Firebird IV concept car. GM explained, then, that the Firebird IV “anticipates the day when the family will drive to the super-highway, turn over the car’s controls to an automatic, programmed guidance system and travel in comfort and absolute safety at more than twice the speed possible on today’s expressways.” (Gao, Hensley, & Zielke, 2014).
GM’s vision of the future was striking and exciting, but the technology did not yet exist to make it a reality. Ford took a different approach to generating buzz in the market, focusing on the present. Instead of forecasting a future of self-driving cars and super highways, Ford launched a car for “young America out to have a good time”: the Mustang (Gao et al., 2014). It engaged the new generation by providing both transportation and personal expression in a stylish, highly configurable, and inexpensive package. Ford estimated it would sell 100,000 Mustangs, but one year after the launch it had sold over 400,000 (Gao et al., 2014).
Vehicles are now a central feature of everyday life. Since 1964, global vehicle sales have grown by nearly 3 percent on average each year, nearly double the rate of population growth, resulting in one billion vehicles on the road today (Gao et al., 2014).
However, large-scale trends, such as a surging Chinese automotive market, electrification, and urbanization, are beginning to affect the form and function of vehicles and personal mobility systems. more>