Go Big or Go Home

What car are you driving? Or if you’re in the transition period, what cars have caught your eye lately, and why? It’s probably safe to assume that one of the requirements for your car is space and comfort, right?

There’s a current car advertisement running that got us thinking. The ad is for the new Buick Lacrosse, and it’s celebrity promoter, or “size authority” as they refer to him, is Shaquille O’Neal. From start to finish, the entire ad highlights one main component: space. Buick boasts that the 2012 Lacrosse is spacious enough to comfortably fit even a giant like former Magic/Heat/Lakers/Suns/Celtics ( you get the point) player Shaq, who claims to have “shoes that are bigger than most hybrids”. Clearly, size and space are extremely important for Americans when it comes to cars. In fact, Americans have a “space” complex in general, but we’ll touch on that more later.

Today, the cars we drive are seen as an extension of who we are. Needless to say, we associate the brand names with certain standards and class. If you canvas different countries, it is interesting to see how certain cultures view cars. Across Asia and Europe, cars tend to be smaller and more fuel efficient. Most of these cultures, compared to the United States, tend to have a more advanced public transportation system that helps avoid using cars all the time and most of these countries emit (relative to population size) less toxins and pollution when it comes to cars alone. There are, of course, some exceptions in those continents, but the U.S. is definitely behind in waste management and the like.

Shaquille O'Neal: "I have shoes
that are bigger than most hybrids"

So why aren’t we crazy about smaller cars? It feels like hybrids and mini cars are constantly being talked about in America, but somehow not yet winning over the masses. Some years back, the Smart car was all the rage. Well, it certainly was the object of much joking and commentary. Americans weren’t accustomed to the tiny vehicles, and they couldn’t go unnoticed in between the Hummers and SUVs that surrounded them on all sides. Undoubtedly, the unflattering view of the cars lead to its declining popularity. People, men especially, would be less inclined to buy a smaller car because the stigmas associated with these vehicles aren’t particularly masculine or strong. In general, this creates an aversion to them in particular demographics. When our car is an extension of who we are, the reputation is very important.

For example, today the Toyota Prius comes with a certain reputation linked to the “green” lifestyle, as if anyone choosing a Prius is also a vegan or intense Greenpeace advocate. In all honesty, one of the greatest selling points of a hybrid car is the cut in cost and mileage, which is definitely a big advantage, even if you ignore the benefits to our environment.

So, despite these advantages, what is it that drives the lust for bigger, more expensive cars? Even in the throes of such a devastating financial crisis, the unquenchable American thirst for big cars could not be affected. It probably boils down to personal space. In general, Americans have a psychological “complex” about space. This, of course, is bred in the individualist society. Compare the U.S with countries like China and those within the African continent and notice the differences.

The other countries are “collective” societies, which, briefly explained, value and highlight the group over the individual. This is reflected in many aspects of the lifestyle, but an easy example can be found in the food culture. In those countries, eating off of the same plate or ordering meals for the table as a whole is the norm, contrasted with the American who orders a plate for him or herself when dining in a group. Furthermore, when finances allow, American families give each child his/her individual bedroom, computer etc. Much of this has to do with the societal norms that push everyone in different directions, but it is still interesting to note the difference.

A dog gets it's own seat in the car,
dozes off on a long car ride :)

The same phenomena is found with cars. Since plenty of Americans live in suburban areas with limited public transportation, it is vital to keep the flexibility that comes with having one’s own car. In families of three, both parents tend to have a personal vehicle. Add a pet or two, and that family of three will argue the necessity of a large van or SUV to accomodate the dog’s bed on long trips and the occasional carpool of a child’s friend. All jokes aside, the truth is, it’s more about habit than anything else for the majority. If it were required, a good percentage of families with SUVs could easily get by with a smaller car for the daily activities. The sale of SUVs and trucks are often to those who factor in only the occasional family road trip or home improvement venture requiring space, not simply those that actually use any of that space on a regular basis.

Alas, it doesn’t seem the small car craze will be catching on in the States still after all this time. For Americans, it’s go big or go home. Many take pride in their choice for SUVs or trucks, claiming that it’s within their right to choose to pay more for gas if they want. For some, it’s nationalism as well, since big cars have come to be a symbol of America and small cars are left for the “softer” Europeans.

I’m not sure, however, that the jumbler* generation will always be opposed to smaller cars and I can see many of them sticking with their smaller sedans instead of upgrading to SUVs for no particular reason. Perhaps in a few decades, we’ll all have grown accustomed to smaller cars and hybrids. If that happens, our environment will thank us as well.

N.W.S & F.E.A


*"Jumbler" is a new term more directly describing the age-group between the open-ended “young adult” and the broad “adults”. A jumbler is an intellectually sound and aware 17-27 year old with opinions and genuine concern or interest in the world around him/her as well as the issues affecting its communities.

This blog, JumbleTalk, and our news source website www.jumbletalk.com are completely run and written by jumblers, giving them a voice and outlet that reflects their influential, relevant opinions and their strong abilities and skills.