Is a Car Just a Car? August 12, 2016Posted by Peter Varhol in Technology and Culture, Uncategorized.
At this time of my life, yes. My transportation is an 18-year old Subaru that just starts every time. But 25 years ago, I owned a classic Corvette. L-82, large bore V-8. If I could think it, that car could deliver on it. As a teen, I had an old Chevy sedan that moved okay, and let me join the other teens in doing whatever we did with cars.
Uber entire business model is based on the assumption that a car is only transportation. I can hail a whatever sedan Uber sends me to get from here to there. I am pretty much in sync with that, because I need to get from here to there, reliably and more or less on time. I certainly don’t do it in any fancy way.
But I am not everyone. Most news/magazine websites still have an automotive section, and paper magazines like Car and Driver and Automotive News still sell well. Many people like cars, and have an emotional attachment to them. There is a certain beauty in the lines of many cars, and car ownership still remains a reachable dream for youth and adults alike.
If Uber fails, here is where it will happen. For some, perhaps many, travel is not a commodity. The journey is the reward, as Steve Jobs had once said. To many, this is the literal truth.
Uber is selling a way to get from here to there. That’s not a bad thing. But in the case of cars, it is nowhere near everything. Chevy sells tens of thousands of Corvettes every year. Other attractive, fast, and functional cars sell in the millions. They do so not because people need them, in many cases, but because they want them.
Uber works when the alternative is hailing a cab, and its advantage there will be reduced once it starts charging full price, rather than providing a subsidy on its rates.
But some people (many people?) need more than that. I don’t happen to be one of them, at this point in my life (though given my location, I still don’t use Uber), but I can still appreciate the sentiment. I don’t know that Uber will fail, because there is still a significant population that requires only occasional transport from one point to another.
But it is a crack in the business model. I don’t think any cultural shift that occurs will happen that fast or that completely to make cars simply transportation for many people. How many people could decide whether Uber is a global force or merely a taxi company.