Harvest Time

The earth is shaking; it’s a small rumble but a rumble just the same.Over 77 million adults are getting old fast.

Just like a tsunami, the first wave of boomers (13 million consumers) is turning 60 within the next 2 years and they plan to buy automobiles. And if you think this group loves cars…wait till the largest group of boomers, 23 million born 1960 – 1964, come of age!

Just like the anticipated real estate trend to smaller homes with larger luxuries, the car industry needs to reflect if they are indeed prepared to harvest this market of “last chance” personal indulgence.

A return to personal luxury.

Bill Mitchell best defined personal luxury about the same time boomers were just kids. Overtime boomers grew up with the appreciation that “one earns - what one drives” and aspirational brands such as Cadillac, Lincoln and Chrysler represented the pinnacle of life’s success. Now, 40 years later, it’s reasonable to conclude boomers are seeking the same status and identification in today’s brands—the same way one rediscovers an old friend. But sadly, with few exceptions, no one has responded.

Forget hip-hop, race wins and wheel spinners, personal luxury is not a four door, nor a cross- over vehicle or even a Hemi.

Imagine.. a high performing V8 hybrid. long hood, short deck, riding on a soft, but highly tuned and adaptive chassis, fitted and formed aircraft type seats, highly detailed exteriors and interiors, and an overwhelming use of quality materials (and craftsmanship) not seen since the 1930’s (i.e., triple chromed accents, real wood, leather, brass and stainless steel).

Price? Well it’s not about monthly payments… Don’t forget room for golf clubs, ease of entry and exit, slightly larger read-outs, and a very very cool audio / DVD system - grandchildren need to be impressed in order to keep the cycle moving to the next generation.

Editor: Bill Mitchell's legacy is as forgotten as a Google search for his photo - shame on us.