A change in the Americans relation to their cars?
"News of wrenching dislocations in the car industry arrive daily: automobile sales are at a 10-year low. Ford is converting factories from making high-profit trucks to subcompacts like the unlovely Fiesta. General Motors is trying to convince investors that it is not at the precipice of bankruptcy.
Beyond the bad economic news may lurk a less remarked shift in Americans' psyches: a change in the role the automobile occupies in people's emotional lives and self-image. For decades, automakers pitched cars as sex symbols, as extensions of drivers' freedom or affluence or eye for beauty. Even if that pitch is inverted -- if hybrids or minicars become the most desirable wheels, bespeaking a driver's thriftiness or environmental sensitivity -- is it really possible to be passionate about a compromise?
Can you love your Prius the way you once gave your heart to a 4Runner or a luxury sedan?
Increasingly, for many, the question is moot.
"I'm willing to not love it," said Justin McCarthy, 43, a public relations executive from Long Beach, Calif., who is considering replacing his 10-year-old Volvo with a hybrid.
Mr. McCarthy said he bought his Volvo for aesthetics and comfort. It was good for impressing and pampering clients and roomy for his growing family.
But as he mulls a possible new purchase, he is keeping his emotions in check. "Before it was, Is it a cool car?" he said. "Now it's, Is it going to be efficient and reliable transportation? Maybe it's also a function of age, but it doesn't have to fulfill anything in me, it just needs to be what it is: a mode of transportation."
Such attitudes are a far cry from the way Americans have approached their car buying in the past, researchers say. Buyers have put a high value on reliability, durability and fuel efficiency, of course, but just as important have been looks and luxury.
"What are the neighbors going to think when they see the car? Is it going to impress them?" said Geoff Wardle, director of advanced mobility research at the Art Center College of Design in Pasadena, Calif., which is known for its auto design program. "When it comes to buying a car, people take leave of their senses."
For many drivers, their cars are an extension of themselves, displayed as fashion or an accessory."