Changing attitudes about the ways in which people work is having an effect on our everyday lives, and the way we see cars.
With more and more workers seeking alternatives or pushing back against the dominant nine-to-five office culture found in many industries, car buying trends are changing to reflect this as people rethink the way they go about their daily lives.
More play, less work
Data from Ford’s 2023 Trends survey indicates that escapism and a good work/life balance are among the most desirable attributes sought by those in the workforce, with seven out of 10 adults saying that they find the current state of the world and the many changes taking place to be overwhelming.
As a direct result, more people are reporting making time for relaxation in various forms, from solo holidays to smaller things like a simple joyride outside of traffic hours.
While these feelings about work are more pronounced in the younger Millennial (1981-1996) and Gen Z (1997-2012) generations, where roughly two-thirds of participants cited concerns over stress and mental health, they are still common among older populations, with one-third of Baby Boomers (1946-1964) and 50% of Gen X (1965-1980) expressing similar concerns.
These concerns were exacerbated by the Covid-19 pandemic that broke out in 2020, as the physical barriers between work and leisure time broke down when people were required to work from home during the quarantine period.
While working from home has proven to be desirable for those who enjoy the more flexible work hours and the lack of a daily commute, many others reported feeling an increased sense of loneliness and isolation, including 53% of South Africans surveyed.
Another consequence of the Covid years is that many people now express regret over the time and potential experiences that were lost. Again this is more pronounced in younger generations like Millennials and Gen Z where 70% of respondents said they resent all the things they missed out on and will “not deprive themselves of comforts going forward knowing that the future could change at any moment.”
What this means for our cars
The sentiments expressed by consumers can be seen in the buying trends of the last few years, as people are now more than ever going for cars that align with their ideal lifestyle.
Again, this relates to the pushback against conventional work culture, as newer generations are expressing a desire to work only to be able to support their interests, rather than being solely career driven.
Arguably the most prevalent example of this has been the growing resentment towards the infamous “996” trend in China, where employees are on duty from 9am to 9pm, six days a week, but the same mindset can be found all over the world where 70-80% of people surveyed said they just want to earn enough to enjoy their lifestyle and that “wealth is not the goal.”
Relatedly, the majority of respondents said they try to find joy in the more mundane aspects of everyday life such as driving, with 86% of people saying they found their car to be a source of entertainment.
This includes listening to music in the car, going for a solo drive, road trips with friends, and having a comfortable space to be in that one can call their own.
Based on this, it’s easy to see why many of South Africa’s best-selling models have resonated so well with local buyers.
One example is in the bakkie scene, which has seen growing interest in its higher-spec, leisure-based models such as the Ford Ranger Wildtrak, which offer a comfortable and well-equipped interior for everyday use but are also highly capable off-roaders for those times when you want to head out to the bush.
It’s a similar story with popular crossovers like the Toyota Corolla Cross, which strike a balance of being easy-to-use city cars while offering something slightly larger than your average hatchback, making them a good choice for those who like to pack up and get away for a weekend.
Speaking of hatchbacks, fan-favourites at the moment include the likes of the VW Polo and Suzuki Swift, which are well-equipped for their price bracket and are also able to offer an enjoyable time zipping around quiet back roads.
Another notable trend can be seen in the pre-owned market where BMWs, Mercedes-Benz, and Audis are all in high demand, suggesting that many consumers are trying to secure an exciting sedan to drive at a more affordable price.
Keyword: Our changing attitudes about work are changing the way we look at cars