Article by Car and Driver
BMW recently held a “One-Day University” program at its home base in New Jersey, intended, according to our hosts, “to begin a discussion” about the role of high-end automakers in the future of personal transportation. The six-session curriculum covered a range of hairy topics, not the least of which was the evident movement of well-heeled Americans away from conspicuous consumption to more restrained, reward-based purchasing habits.
The hour I found most interesting was entitled “What Consumers are Learning from the Recession and Consequences for Premium Products” (which I’m sure could be combined into one word in German), presented by Madelyn Hochstein, owner and president of the research firm DYG, Inc. Citing numerous social and consumer trend studies, Hochstein suggested that people are starting to take ownership of their circumstances (however bleak those may be), that they’re starting to cut back on superfluous financial expenditures, and that more and more rich people see themselves as—get this—“humble.” Also in the research was an alleged shift in the standard of success from “excess” to “ethics.” In other words, according to Hochstein, there is a “responsibility revolution” trending away from seeking “a life of riches” to “a richer life.”
So how might this responsibility revolution change the Ultimate Driving Machine? It’s tough to say definitively, since BMW people were not giving the seminar (they were actually among us in the audience). All I can infer is that we’ll see a whole lot more of this Efficient Dynamics stuff from the BMW brand, that Mini will keep kicking ass, and that the new $250K Rolls-Royce Ghost will far outsell the big, “phat” Phantom.
Source:[CarandDriver]
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