60 years ago heaters were an extra, wipers were single speed, radio was on the options list, servicing (incl. greasing) about every 3000 miles, performance marginal etc. Cars were sold mainly on the basis of quantifiable hard benefits.
30 years ago sales success hung on safety, performance and added gizmos - electric windows, 3 speed wipers, radio and CD fitted, velour etc. Useful stuff, and for company car drivers the Ghia was a upmarket signal of status over the LX driver.
Today just about every car has performance which comfortably exceeds the ability of most, and standard levels of kit, even at base level, which meet most needs. All cars are constrained by the laws of physics, so tend towards a common design solutions.
The only things left are size, cost, and ever more pointless gizmos. These are not attractive marketing cues in their own right but allow folk to visibly demonstrate status, or environmental credentials.
As most cars sold today can deliver an entirely satisfactory transport experience, the only thing left to offer are the largely or completely inconsequential - hence paint that changes colour. Unlike camouflage it won't even protect you from speed camera!
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