Teens’ smartphone use means they don’t want to drive. Car makers’ solution? Turn cars into smartphones.
The Los Angeles Times reported in March 2013, along with many other outlets, that “fewer 16-year-olds are rushing to get their driver’s licenses today than 30 years ago as smartphones and computers keep adolescents connected to one another.”
Smartphones maintain friendships more than any car can. According to Microsoft researcher Danah Boyd, who’s been interviewing hundreds of teenagers, “Teens aren’t addicted to social media. They’re addicted to each other.” (Plus not every teen needs a car if their friends have one. Where’s Uber for friends? That, or transit or safe cycle infrastructure, would help solve the “I need a ride to work at the mall” issue.)
What’s a car maker to do?
The first thing a car maker does to fight this (losing) battle is to turn the car into a smartphone. It’s definitely in Intel’s interest, and that’s why they’re promoting the story, but Chevrolet will soon be integrating National Public Radio – better known as NPR – as an in-dash app. It will use the car’s location to find the nearest NPR affiliate. Yeah, my smartphone already does that.
The second thing they do is to market the product differently. Cars? They’re not stuck in traffic*, they’re an accessory to your bicycle. Two of the images used in Intel’s blog post feature bicycles in some way. The first shows a bicycle helmet sitting on a car dashboard. The second shows how everyone who works at a proposed Land Rover dealership is apparently going to bike there, given all the bikes parked at an adjacent shelter.
* I’m looking at you, Nissan marketing staff. Your commercial for the Rogue that shows the mini SUV driving atop a train full of commuters in order to bypass road congestion (and got a lot of flack) is more ridiculous than Cadillac’s commercial showing a car blowing the doors of other cars, while their drivers look on in disbelief, in order to advertise the 400+ horsepower it has (completely impractical for driving in the urban area the commercial showcases).