As promised in the previous issue of aBr, here is the article
“ THE AUTOMOBILE OF THE FUTURE”, under the strapline THE TIPPING POINT. Based on a paper presented to the SA Auto Strategies Conference in August 2008. The paper was presented by Klaus G. Langer of the Munich Advisory Group, and subsequent interviews with Klaus, who at the time was defined as a“ Cultural Creative”.
As promised in the previous issue of aBr, here is the article
“ THE AUTOMOBILE OF THE FUTURE”, under the strapline THE TIPPING POINT. Based on a paper presented to the SA Auto Strategies Conference in August 2008. The paper was presented by Klaus G. Langer of the Munich Advisory Group, and subsequent interviews with Klaus, who at the time was defined as a“ Cultural Creative”.
The race is on for‘ better models’, and the imperative is to get rid of the dinosaurs on the road, figuratively speaking. Our readers may consider the term‘ dinosaur’ a little pejorative and quite harsh. But consider this: a year ago, the US was selling 800,000 SUVs per month; now the figure is down to 300 000 units per month at heavily discounted rates.
The implications and ramifications are huge. But what really exercises Klaus Langer’ s mind, which is most of the time in supply chain mode, is the crazy logistical challenges created by this scenario.
CURRENT SITUATION
Klaus can give you chapter and verse on the immense headaches this situation is creating amongst the logistical fraternity. From the pressures building up from unsold stock, to the frantic attempts to make sense of the Pollyanna versions
PHOENIX
of production schedules. Then there is the fervent hope of employees, from the factory floor to the sales floor, that more appropriate models will come off the drawing boards, like yesterday.
What has brought us to this pass? A combination of egos. Firstly, the manufacturers, in an insane dance of competition and one-upmanship, have been on a relentless drive to add weight, increase performance, and take cars to higher and higher levels of performance, handling, comfort, and appointments. The acceleration and speeds of these wonderfully powerful modern cars, can only be appreciated on a race track.
Motoring journalists have been caught in an adolescent time warp, encouraging this trend. How? By focusing almost exclusively on the latest and greatest and simply refusing to attend the launch of anything below their carefully cultivated but fictitious status. Which means that the merits of a bogstandard 1,2-litre entry-level vehicle do not see the light of day in the motoring journals, depriving the information-seeking consumer of another point of view.
Secondly, the consumer, who has fallen hook, line, and sinker for the marketing line, now considers their motor vehicle a status symbol, resulting in totally inappropriate means of mobility to impress the neighbour, co-worker, or potential partner. Thus, the carbon-emitting construction of metal, glass, and plastic becomes a surrogate pacifier and a balm for some serious self-esteem issues. This would be all hunky dory if we lived on a planet that could purge itself of wasteful emissions and pollutants. Alas, our planet, whilst impressively resilient, can no longer take the strain of a century’ s abuse.
EDITOR INTERVENTION
Hold it right there! You are approaching the word-limit, so I am cutting you off right now. You may continue this article in the next issue of aBr – when you have had time to digest what has been said.
MORE COMING UP IN THE NEXT ISSUE
JULY | AUGUST 2026 3 WORDS IN ACTION