My Car…My Self

A Hummer…like nothing else.

Actually no. In my mind a Hummer is a lot like Arnold Schwartzenegger and post 9/11 patriotic values. Pretty amazing how we create this invisible social codification based on car models. Democrats drive Saabs, lesbians drive Subarus, Gen Yers drive Scions, aging Boomers are piling into the new Camero. And guess who is driving the Maybach.

Cars are the modern totem – something we wear around our neck that reminds us who we are, and signals to others our tribal values and status. Take a look at this psychographic segmentation – what your car says about you – published by Forbes.

Moral of the story – we have a visceral attachment to cars and a powerful, irrational drive to buy the model that suits us best. Cars define our personal style, reinforce our social standing and, for females interested in propagating the species, they can signal strong genes. Gasoline, of course, is the great equalizer…

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