Received: by alpheratz.cpm.aca.mmu.ac.uk id TAA18180 (8.6.9/5.3[ref pg@gmsl.co.uk] for cpm.aca.mmu.ac.uk from fmb-majordomo@mmu.ac.uk); Mon, 17 Jul 2000 19:12:07 +0100 Subject: Fwd: Was Freud a Minivan or S.U.V. Kind of Guy? Date: Mon, 17 Jul 2000 14:09:42 -0400 x-sender: wsmith1@camail2.harvard.edu x-mailer: Claris Emailer 2.0v3, Claritas est veritas From: "Wade T.Smith" <wade_smith@harvard.edu> To: "memetics list" <memetics@mmu.ac.uk> Content-Type: text/plain; charset="US-ASCII" Message-ID: <20000717180946.AAA29322@camailp.harvard.edu@[128.103.125.215]> Sender: fmb-majordomo@mmu.ac.uk Precedence: bulk Reply-To: memetics@mmu.ac.uk
Was Freud a Minivan or S.U.V. Kind of Guy?
By KEITH BRADSHER
DETROIT, July 16 -- Of all the mysteries facing automakers in recent
years, few have been so engrossing as how families choose between
minivans and sport utility vehicles.
To look at them by median income, age, occupation, family size or where
they live, people who buy minivans and people who buy sport utilities
look fairly similar, the automakers' research has found. The typical
minivan or sport utility purchaser is most often a fairly affluent
married couple in their 40's with children. And while minivans are
sometimes labeled "mom-mobiles," the principal drivers of minivans, like
sport utility vehicles, are actually a little more likely to be men than
women.
Yet a growing body of research by automakers is finding that buyers of
these two kinds of vehicles are very different psychologically. Sport
utility buyers tend to be more restless, more sybaritic, less social
people who are "self-oriented," to use the automakers' words, and who
have strong conscious or subconscious fears of crime. Minivan buyers tend
to be more self-confident and more "other-oriented" -- more involved with
family, friends and their communities.
Automakers have spent lavishly over the last several years to examine
these customers' deeper urges. The automakers find the research
persuasive enough that it is affecting the way automobiles are designed
and advertised.
While the psychological research is closely guarded by the automakers,
executives are willing to discuss some details. For example, minivan
buyers tend to be more comfortable than sport utility buyers with being
married; sport utility buyers are more commonly concerned with still
feeling sexy, and like the idea that they could use their vehicles to
start dating again, said David P. Bostwick, DaimlerChrysler's director of
market research.
"We have a basic resistance in our society to admitting that we are
parents, and no longer able to go out and find another mate," Mr.
Bostwick said. "If you have a sport utility, you can have the smoked
windows, put the children in the back and pretend you're still single."
Minivan buyers are also less likely than sport utility buyers to have
reservations about being parents. "Sport utility people say, 'I already
have two kids, I don't need 20,' " Mr. Bostwick said. "Then we talk to
the people who have minivans and they say, 'I don't have two kids, I have
20 -- all the kids in the neighborhood.' "
Such psychological factors play a bigger role in the dividing line
between minivan and sport utility customers than in the division between
any other segments of the auto market, he added.
Since last autumn, General Motors has held seminars with customers, some
lasting as long as two days, and reached many of the same conclusions as
DaimlerChrysler, said Fred J. Schaafsma, a top G.M. vehicle development
engineer. Both groups of buyers say they want to be "in control" in a
vehicle, yet mean completely different things by this, the research found.
"Minivan people want to be in control in terms of safety, being able to
park and maneuver in traffic, being able to get elderly people in and
out," Mr. Schaafsma said. "S.U.V. owners want to be more like, 'I'm in
control of the people around me.' " This is an important reason why seats
are mounted higher in sport utilities than in minivans, he said.
Sport utility buyers are much more concerned with their vehicles'
external appearance, while minivan buyers are more interested in the
vehicles' interiors and practicality, said Thomas Elliott, Honda's
executive vice president for North American auto operations. "The people
who buy S.U.V.'s are in many cases buying the outside first and then the
inside," he said. "They are buying the image of the S.U.V. first, and
then the functionality."
Strategic Vision, a market research company in San Diego that does a lot
of work for the auto industry, has found that a greater percentage of
minivan buyers than sport utility buyers are involved in their
communities and families. Minivan buyers are more likely than buyers of
any other kind of vehicle to attend religious services and to engage in
volunteer work, while sport utility buyers rank with pickup truck buyers
and sports car buyers as the least likely to do either, the company found
in a survey this spring of 19,600 recent buyers, including 5,400 minivan
and sport utility buyers. A greater percentage of sport utility buyers
dine at fine restaurants, go to nightclubs and sporting events, and work
out.
Auto Pacific Inc., an auto market research company in Santa Ana, Calif.,
found in another large survey this spring that sport utility buyers
placed a lower value than minivan buyers on showing courtesy on the road.
Sport utility buyers were more likely to agree with the statement, "I'm a
great driver," and to say that they drove faster than the average
motorist.
Mr. Bostwick said that while some sport utility buyers mention that the
vehicles' sturdy appearance looks safe to them, safety during traffic
accidents tends not to be the real reason they buy a vehicle. "It's not
safety as the issue, it's aggressiveness, it's the ability to go off the
road," he said.
Death rates in crashes are roughly the same for sport utility occupants
as for car occupants, and slightly lower for minivan occupants.
The industry's research on buyer psychology has already influenced the
designs of minivans and sport utilities. DaimlerChrysler has chosen
high-riding designs even for the two-wheel-drive versions of its sport
utilities, even though they are unlikely to be driven over rough terrain
and are therefore unlikely to need to ride higher, said David C.
McKinnon, DaimlerChrysler's director of vehicle exterior design. Mr.
McKinnon said the company's highest executives had told him repeatedly to
"get them up in the air and make them husky."
For the minivan, he said, the goal was an attractive interior that would
make buyers feel as if they were once again "in the womb."
The market research is also reflected in advertising. Ford currently has
television and print ads showing a dozen mothers with their children
arranged around a Windstar minivan. The ads explain that the mothers, all
Ford employees, worked together on a recent redesign of the vehicle.
By contrast, a recent television ad for the Jeep Grand Cherokee Limited
showed a driver who had to scale a pile of rocks that had blocked the
driveway to his mansion, in a scene intended to show that a sport utility
owner can overcome a threat. Similar themes have been found in ads for
the Lincoln Navigator, promoting it as an "Urban Assault Luxury Vehicle"
or urging customers to "Ditch the Joneses."
Mr. Bostwick of DaimlerChrysler and other auto market researchers said
they had been greatly influenced by Dr. Clotaire Rapaille, a French-born
medical anthropologist who has worked as a consultant to DaimlerChrysler,
Ford and General Motors.
Dr. Rapaille looks at the intellectual, emotional and "reptilian," or
instinctual, reasons why people buy consumer products. He said sport
utilities are designed to be masculine and assertive, often with hoods
that resemble those on 18-wheel trucks, vertical metal slats across the
grilles to give the appearance of a jungle cat's teeth and flared wheel
wells and fenders that suggest the bulging muscles in a clenched jaw.
Sport utilities are designed to appeal to Americans' deepest fears of
violence and crime, Dr. Rapaille said. People's earliest associations
with sport utilities are wartime Jeeps with machine guns mounted on the
back, he explained. Sport utilities are "weapons" and "armored cars for
the battlefield," he said.
Detroit advertising agencies have looked at buying the rights to make
television commercials from the "Mad Max" series of movies, and inserting
footage of sport utilities into movie scenes showing combat in the
Australian desert by bloodthirsty, leather-clad biker gangs in masks, Dr.
Rapaille said.
"The big, powerful S.U.V.'s with a message of 'don't mess with me' are
going to be around for some time, because American culture is not going
to change," he said.
By contrast, he said, sedans and station wagons have open grilles that
look toothless. Sport utilities come in a wider range of designs than
minivans, and the range of buyers' ages and incomes is therefore wider
for sport utility buyers. But automakers say their psychological research
confirms that the differences between sport utility buyers and minivan
buyers hold true even among families in their 40's with children.
Relatively little research has been done on buyers of station wagons,
because the wagon market is only a fifth the size of the minivan market
and a tenth the size of the sport utility market. Large cars are another
choice for families, but they are shunned by many middle-aged buyers as
vehicles for old people. And while the midsize car market still attracts
many families, it too has been dwindling.
Copyright 2000 The New York Times Company
===============================================================
This was distributed via the memetics list associated with the
Journal of Memetics - Evolutionary Models of Information Transmission
For information about the journal and the list (e.g. unsubscribing)
see: http://www.cpm.mmu.ac.uk/jom-emit
This archive was generated by hypermail 2b29 : Mon Jul 17 2000 - 19:12:56 BST