Lizard brain fools SUV drivers


Ford had intended to split the assembly line at the Michigan Truck Plant between the Expedition and the Ford F-150 pickup.   But, when the first flood of orders started coming in for the Expedition, the factory was entirely given over to S.U.V.s.   The orders kept mounting.   Assembly-line workers were put on sixty- and seventy-hour weeks.   Another night shift was added.   The plant was now running twenty-four hours a day, six days a week.   Ford executives decided to build a luxury version of the Expedition, the Lincoln Navigator.   They bolted a new grille on the Expedition, changed a few body panels, added some sound insulation, took a deep breath, and charged forty-five thousand dollars—and soon Navigators were flying out the door nearly as fast as Expeditions.   Before long, the Michigan Truck Plant was the most profitable of Ford’s fifty-three assembly plants.   By the late nineteen-nineties, it had become the most profitable factory of any industry in the world.   In 1998, the Michigan Truck Plant grossed eleven billion dollars, almost as much as McDonald’s made that year.   Profits were $3.  7 billion.   Some factory workers, with overtime, were making two hundred thousand dollars a year.   The demand for Expeditions and Navigators was so insatiable that even when a blizzard hit the Detroit region in January of 1999—burying the city in snow, paralyzing the airport, and stranding hundreds of cars on the freeway—Ford officials got on their radios and commandeered parts bound for other factories so that the Michigan Truck Plant assembly line wouldn’t slow for a moment.   The factory that had begun as just another assembly plant had become the company’s crown jewel.  

In the history of the automotive industry, few things have been quite as unexpected as the rise of the S.U.V. Detroit is a town of engineers, and engineers like to believe that there is some connection between the success of a vehicle and its technical merits.   But the S.U.V. boom was like Apple’s bringing back the Macintosh, dressing it up in colorful plastic, and suddenly creating a new market.   It made no sense to them.   Consumers said they liked four-wheel drive.   But the overwhelming majority of consumers don’t need four-wheel drive.   S.U.V. buyers said they liked the elevated driving position.   But when, in focus groups, industry marketers probed further, they heard things that left them rolling their eyes.   As Keith Bradsher writes in "High and Mighty"—perhaps the most important book about Detroit since Ralph Nader’s "Unsafe at Any Speed"—what consumers said was "If the vehicle is up high, it’s easier to see if something is hiding underneath or lurking behind it.  " Bradsher brilliantly captures the mixture of bafflement and contempt that many auto executives feel toward the customers who buy their S.U.V.s.   Fred J. Schaafsma, a top engineer for General Motors, says, "Sport-utility owners tend to be more like ‘I wonder how people view me,’ and are more willing to trade off flexibility or functionality to get that.  " According to Bradsher, internal industry market research concluded that S.U.V.s tend to be bought by people who are insecure, vain, self-centered, and self-absorbed, who are frequently nervous about their marriages, and who lack confidence in their driving skills.   Ford’s S.U.V. designers took their cues from seeing "fashionably dressed women wearing hiking boots or even work boots while walking through expensive malls.  " Toyota’s top marketing executive in the United States, Bradsher writes, loves to tell the story of how at a focus group in Los Angeles "an elegant woman in the group said that she needed her full-sized Lexus LX 470 to drive up over the curb and onto lawns to park at large parties in Beverly Hills.  " One of Ford’s senior marketing executives was even blunter: "The only time those S.U.V.s are going to be off-road is when they miss the driveway at 3 am."

The truth, underneath all the rationalizations, seemed to be that S.U.V. buyers thought of big, heavy vehicles as safe: they found comfort in being surrounded by so much rubber and steel.   To the engineers, of course, that didn’t make any sense, either: if consumers really wanted something that was big and heavy and comforting, they ought to buy minivans, since minivans, with their unit-body construction, do much better in accidents than S.U.V.s.   (In a thirty-five m.p.h. crash test, for instance, the driver of a Cadillac Escalade—the G.M. counterpart to the Lincoln Navigator—has a sixteen-per-cent chance of a life-threatening head injury, a twenty-per-cent chance of a life-threatening chest injury, and a thirty-five-per-cent chance of a leg injury.   The same numbers in a Ford Windstar minivan—a vehicle engineered from the ground up, as opposed to simply being bolted onto a pickup-truck frame—are, respectively, two per cent, four per cent, and one per cent.  ) But this desire for safety wasn’t a rational calculation.   It was a feeling.   Over the past decade, a number of major automakers in America have relied on the services of a French-born cultural anthropologist, G.   Clotaire Rapaille, whose speciality is getting beyond the rational—what he calls "cortex"—impressions of consumers and tapping into their deeper, "reptilian" responses.   And what Rapaille concluded from countless, intensive sessions with car buyers was that when S.U.V. buyers thought about safety they were thinking about something that reached into their deepest unconscious.   "The No.   1 feeling is that everything surrounding you should be round and soft, and should give," Rapaille told me.   "There should be air bags everywhere.   Then there’s this notion that you need to be up high.   That’s a contradiction, because the people who buy these S.U.V.s know at the cortex level that if you are high there is more chance of a rollover.   But at the reptilian level they think that if I am bigger and taller I’m safer.   You feel secure because you are higher and dominate and look down.   That you can look down is psychologically a very powerful notion.   And what was the key element of safety when you were a child? It was that your mother fed you, and there was warm liquid.   That’s why cupholders are absolutely crucial for safety.   If there is a car that has no cupholder, it is not safe.   If I can put my coffee there, if I can have my food, if everything is round, if it’s soft, and if I’m high, then I feel safe.   It’s amazing that intelligent, educated women will look at a car and the first thing they will look at is how many cupholders it has.  " During the design of Chrysler’s PT Cruiser, one of the things Rapaille learned was that car buyers felt unsafe when they thought that an outsider could easily see inside their vehicles.   So Chrysler made the back window of the PT Cruiser smaller.   Of course, making windows smaller—and thereby reducing visibility—makes driving more dangerous, not less so.   But that’s the puzzle of what has happened to the automobile world: feeling safe has become more important than actually being safe. 

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