We Still Want Cool!

Evans thinks that even today, people still crave and manufacturers can still build affordable and exciting cars… Why do we own classic American cars? Probably they’re different and probably because, in many cases, they have a certain coolness factor that’s missing from many modern vehicles. Whether it’s styling, horsepower, features or a combination of all three, a car or truck that’s perceived to be ‘cool’ has a visceral impact far greater than the sum of its parts. Think about the time you first saw a 1957 Chrysler, 1959 Cadillac, 1965 Mustang or 1970 Camaro; chances are it left a lasting impression. Although each of the cars mentioned here were very much products of their time, they have somehow managed to be elevated to near legendary status, instantly recognisable for what they are. People of all generations desire to own them, something the marketing men and even design teams probably couldn’t have imagined back when they were conceived. Today, the motor industry is very different. Stateside in particular, the general trend is for ‘milquetoast’(i.e. boring) four-wheel conveyances that are designed to either convey a feeling of status via a badge, or packed with the latest electronic features to ensure the driver and fellow occupants remain connected with the outside world at all times. In fact, vehicles have become so alike that many dealerships that sell and service them now focus on delivering the right “customer experience,” because there’s generally not enough to distinguish one brand’s product from another. There are however, exceptions to this rule. Take the Dodge Charger. It’s a full-size, fourdoor sedan that’s designed to compete with the likes of Ford’s Taurus and Toyota’s Avalon but that’s where the similarities end. The Taurus and Avalon could be taken for any mainstream, large family car, but the Charger is unmistakable. It features Coke bottle contours, a sporty roofline and an aggressive snout. Drive along the freeway at night and you can spot a Charger a mile off from behind, thanks to its distinctive, full-width tail-light panel. Starting at a base price of just below $28,000, it’s also very affordable and with a 300 horsepower V6 under the hood and rear-wheel drive, it harks back to muscle cars of yore. Okay, so you can start adding options and content that can push the sticker price well above $60,000 including the R/T package, 5.7-litre Hemi V8 and then there’s the monstrous 707 horsepower 6.2-litre Hellcat, but the fact remains that even in base form, the Charger looks and feels cool and almost anybody can own one. At a business breakfast hosted by Detroit radio station WWJ 950 just prior to this year’s Woodward Dream Cruise in August, Tim Kuniskis, CEO for the Dodge and SRT brands at Fiat Chrysler Automobiles, commented that in the full-size passenger car segment, the average age of buyers is 61 years old. By contrast the average age of a Charger buyer is just 42 years old; in this day and age, where automakers are, in many cases, struggling to attract younger buyers to their brands that’s really saying something. Emissions regulations, safety requirements and fuel economy standards have in some ways forever changed the motoring landscape (at least as far as new cars are concerned). That being said, despite the nannying from government regulators and the interference to our daily lives caused by the current explosion in electronic connectivity devices, the idea of a cool car hasn’t really changed in the last 50 years. There are those who say young people aren’t interested in cool cars; but that’s probably because in a growing number of cases, they’ve never had the chance to experience one. And as our lives seemingly revolve more and more around the digital world, there’s a lot to be said about the actual one around us. Humans are wired to see, smell, hear, taste, feel and experience. You can’t do that in front of a screen but you can do it behind the wheel of a car. And if that car gives you a rush every time you look at it, start it and drive it; then the company that manufactures it, the network that retails it and the customer that buys it are winning. Delivering a visceral thrill on wheels was something every Detroit automaker once had in its arsenal (that’s partly why big-finned land yachts and muscle cars still have a following). Today, cars like the Charger, Dodge and FCA have proved that it’s still possible.