As vaccination rates rise, we’re increasingly thinking about ‘re-entry’ into both our communities and workplaces. We’re thinking about where we want to go and who we want to see. But we’re also actively considering which behaviors we’ve adopted over the past year will be left behind and which changes will remain.
Many of those conversations are rooted in WFH habits, how we value family time, new hobbies, whether or not we’ll take part in big crowded events, and in many respects, our fashion sense (or maybe lack thereof). Marketers have been keen to tap into these discussions and find opportunities for renewed connection.
But perhaps one overlooked, or undervalued, connection is how our relationship with our cars has evolved. Beyond their function, our cars have quietly played a pivotal role in our lives over the past year. They have been the conduit to meaningful moments both on and off the road.
Automotive brands have an opportunity to ensure these newfound connections don’t fade in the rearview mirror, but rather, shape the road ahead.
New Uses Breed New Ideas. Without even turning on our ignition, our cars have served as a personal sanctuary of sorts, a source of respite and escape. Searches for ‘overland builds’ soared on YouTube over the past year. And a recent study by Vroom, found that 13% of people used their cars for entertainment like listening to music or playing games, 10% meditated in their cars and 9% simply used their cars as a hideout from members of their household. Add to that, 30% of millennials used their vehicle for private phone and video calls.
Consider how those behaviors could fuel new design inspiration. Will bigger display or backup camera screens now become video-chat compatible? Could car roof racks or even sunroofs be designed with an overland build in mind? Could small features like ‘foldable laptop trays’ be designed into consoles to enable another potential office environment or even just an afternoon snack?
Embrace what happens inside the car. Often the real benefit isn’t in the destination (or even how the ‘ride’ was), it’s the journey — the interactions between the people in the car. Yes, road trips surged last year — in just the first two weeks of August last summer, Americans recorded nearly 12 million long-distance road trips per day — a 37% increase from the year prior. But those trips were not just an antidote to travel, they were instigators of new games, karaoke sessions, stories, and bonds for siblings, parents, and couples.
Auto brands have the opportunity to continue and fuel those human moments inside the car. Their product can fuel relationships, not just transport people. Imagine focusing on how having a third row enabled your mom to set up her office in the car so she could still go on your road trip, rather than just squeezing in people. Think about how your brand could bring back, and even cement, the old tradition of the Sunday Drive — encouraging us to really soak in and understand the world around us from different vantage points. Or simply imagine a car app that served up in-car games based on where you were going and who you were with. It could be anything from table topics to iSpy at a family or adult level. It’s these interior moments that are what we talk about and remember. It’s what truly bonds us to our cars, and our car brand, for the long term.
Leverage Community as our Connector. Drive-in movies and drive-by birthdays allowed us to feel like we were part of something bigger. ‘Trunk parties’ allowed teens and adults alike to catch up with friends safely. But beyond those car-based activities, for many car owners, their vehicles come with close-knit communities built-in. Jeep owners instigate an emotional connection that feels like a warm hug through that slight tilt of the hand ‘Jeep wave.’ Mini Clubs build a sense of camaraderie and physical (yet distanced) community that helped drivers feel involved and active in their communities.
Belonging and connection have taken on greater importance in our lives, and car brands are well poised to fuel both. This doesn’t mean creating a ‘loyalty’ club or program but rather tapping into what connects and unites drivers. What makes them special? What similarities do they have? Or where could you create moments for your owners to say “oh yeah, that’s me — these are my people.” A lot could come from ‘riding along’ with your drivers to understand how your drivers actually behave in and around the car. Social presents the opportunity to actually be social with your drivers not just be on social media. Talk, engage, interact — or even let your customers. Host the party and make them feel like you’re glad they’re there.
It’s no secret that for many, our cars hold special significance. They are our lifeline to the outside world. They are extensions of our personalities. They are treasured possessions. But more often than not our cars are relegated to their function, getting us from point a to point b; helping us stay on schedule.
As we re-evaluate all aspects of our lives and our brands, let’s not lose sight of how our relationship with our cars has also evolved. Picking up our keys can continue to satiate our desire for connection, community, and escape in all-new ways.