Tuesday, September 25, 2012

The Mirror Is Not The Universe

Holy entitled crap, batman.

Today’s teens and Millennials are often called the entitled generation for a reason. They expect to drive their very own fully-loaded luxury vehicle with retractable roof and multi-speaker audio system. If they can’t have their specific dream car, then they don’t want anything and won’t waste time getting a driver’s license. Past generations of young drivers, by comparison, were satisfied with any piece of metal that moved.

My brother and I, like many other Millennials, weren’t willing to downgrade, compromise, or to be forced to drive a parent’s vehicle. I received my license at age seventeen only after I had my red convertible sitting in the driveway. My brother refused to even look at the driver’s manual until he received his BMW at age eighteen. It is this sense of entitlement that is reshaping how automakers market and develop vehicles to appeal to Millennials. “It’s an entire soup-to-nuts makeover. The old recipe isn’t going to work,” says Hubert.