Car Culture

Millennials don't hate Boomer car culture, they just want to do it their way

Passionate car culture is here, it just loos different than it has in the past.

Photo by Getty Imgaes

Discord between generations is nothing new. In the '60s and '70s, peaced-out hippies were busy sticking it to The Man; these days, woke Millennials are thumbing 'OK Boomer' replies to, well, those same hippies who ditched the tie dye and musicals for a dyed tie and cubicles. The cycle will continue until either the fountain of youth is invented or a rogue comet destroys us all.

Plenty of ink has been spilled about Millennials and the car industry, most of reading as more dour than a Michigan winter. If one listened solely to the claptrap, they'd believe everyone under the age of 40 wants to burn their cars. While some so-called futurists are eager to predict the end of the personal automobile, what we saw at this year's auctions in the Arizona desert proved that excitement about automobiles is alive and well with the young'uns ... it simply takes a different form, that's all.

vintage historic classic car The classic nameplates of the past don't hold as much stock with the younger set, who are willing to highlight brands that they grew up revering, like Infiniti and Toyota. Photo by Getty Images/iStockphoto

It's not like new cars are nailed to showroom floors. According to the information dorks at Statista, the number of new car registrations in America has never been higher, climbing each year since 1990 save for a dip around the Great Recession. About 17 million new cars have been sold per year for the last five years. As per research group AdColony, 60% of car shoppers have yet to experience Freedom 55 and, more specifically, consumers between 35-54 prefer to buy an SUV (48%) over consumers between 18-34 (37%).

Why? Personal expression, perhaps. Those who are interested in splashing out money on new wheels may be more likely to select something that isn't like every other machine on the road. As well, buying a home and raising a family is also more expensive than ever, so a cheaper option usually manifests itself in something that doesn't take the form of an SUV. A recent study cited by Forbes found that the top three car models most owned by Millennials are Honda Accord, Nissan Altima, and Honda Civic.

New cars are one thing. But, as anyone who lives within a country mile of an ardent gearhead will tell you, driving and owning a ride from days past is the mark of someone who is truly passionate about cars. In this group, the zealous automotive fires burn white hot.

Ryan ZumMallen, reviews editor at Edmunds and author of the car culture book "Slow Car Fast", rightly pointed out that a good chunk of Millennials aren't kids anymore. "They're grown adults who are ready to leverage their spending power on items that were influencing them in the '80s and '90s." He referenced the Youngtimer's collection at auction house RM Sotheby's, a collection of European and Japanese automobiles from that ear which brought big bucks last year. Those types of cars, ZumMallen explained, would have been shunned at such events just a few short years ago. Now, these auction houses are going through great lengths to attract younger buyers for such machines.

One can also make the case that Millennial auto enthusiasts are not singularly focused on one particular trend or type of vehicle. Their diversity, both in terms of demographic and car choice, is a strength largely unharnessed by previous generations of gearheads. It is this author's opinion that this is juicing values of a variety of collector vehicles - vintage Broncos capable of spinning up dirt in quantities to satisfy the hygiene needs of six Persian cats and Japanese sports cars with retina-detaching performance are but a brace of examples - but perhaps not into the stratosphere the market once saw with the likes of zillion dollar Hemi 'Cudas.

video car YouTube Millennials are transforming the way most of the world thinks about cars using a variety of platforms aside form the traditional car show, like YouTube. Photo by Getty Images/Westend61

A tremendous real-world example? While attending this year's Barrett-Jackson soirée in Scottsdale, we witnessed BMW Lightweights hammering away for prices deep into six-figure territory. These cars, from a collection that belonged to Paul Walker, undoubtedly drew some of their fiduciary strength from an association with a famous car-adjacent actor and his proximity to a certain movie franchise. However, there's an argument to be made that something else - something Millennial - is afoot here as well.

The democratization of speed has reached a zenith in the last couple of years. One can walk into a new car showrooms of several different brands and drive away in a machine with over 700 horsepower. Hellcats, GT500s, and even the scattered Jeep (Jeep!) have placed sky-high levels of grunt into the disgustingly sweaty palms of anyone who can keep up a repayment schedule. Even a V6-equipped Toyota Camry can run to 60 mph from rest in less than six seconds and will, in fact smoke the on-a-retro-pedestal Integra Type R by about two seconds in the quarter mile.

But no one will argue that a Camry provides any semblance of joyful motoring. That's yet another insight into why cars like the E30 3-Series and '90s-era Toyotas and Mazdas are enjoying a renewed fetishization - their ability to provide an exaggerated and less sanitized sense of speed, even though the car itself may be ultimately slower. It also doesn't hurt that, as adults, Millennials have the scratch to spend on cars they simply desired as teenagers. Whether they developed that aspiration through playing Forza on Xbox or watching bracket racing at the local track matters not one whit. We're witnessing one of the greatest shifts in buying power and era of influence the car game has ever seen - and yours truly is glad to be along for the ride.

Discord between the generations? That'll be a reality as long as there are people of different ages on this planet. People with disposable income buying what they like? That, more than ever, seems to be the tie that binds.

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The 2022 Acura TLX has the technology enabled.

Photo courtesy of Acura

Toyota and Lexus announced that the WarnerMedia RIDE app would be coming to their models earlier this year. Now, Honda and Acura will be offering the same.

On certain Wi-Fi enabled Honda and Acura vehicles, AT&T unlimited in-car Wi-Fi users will have access to the WarnerMedia RIDE app. The app allows users to connect multiple devices in their vehicles to browse, stream and share premium content from the WarnerMedia library while on the road.

Honda and Acura vehicle owners have been able to use their on-board modem as a hot spot for connecting up to seven devices since 2017. Models compatible for the new tech include the Acura RDX (2019-present), Acura TLX (2021), and Acura MDX (2022) across all trim levels. Honda vehicles with the tech include Accord (2018-present, Touring), Odyssey (2018-present; Touring, Elite), Insight (2019-present, Touring)., Passport (2019-present; Touring, Elite)., and Pilot (2019-present; Touring, Elite, Black Edition).

The WarnerMedia RIDE App allows passengers to access 1,000+ hours of live and on-demand entertainment. The app includes hit TV shows and movies from top brands such as Cartoon Network, CNN, HBO Max, TBS, TNT and TruTV, spanning animation, entertainment, news, sports and more.

WarnerMedia RIDE app The WarnerMedia RIDE app allows users to choose their own avatar.Photo courtesy of Acura

Users can set up profiles and personalize their user exerpience with an avatar from the WarnerMedia library. Profiles also ensure age-appropriate content with options for adults to restrict access to their profiles with an access code.

"Wireless connectivity and connected car services continue to be key features for customers and our long-standing relationship with AT&T continues to be one way we deliver exciting new content to Honda and Acura owners," said Art St. Cyr, vice president of North American Auto Strategy for American Honda. "Honda will continue working to enhance the in-car experience, including the capabilities of the AT&T network and access to top content with WarnerMedia RIDE."

"We're always looking for new and innovative ways to elevate the connected car experience for our customers. With WarnerMedia RIDE, we are delivering a connected experience that's perfect for journeys," said Joe Mosele, vice president, Mobility & Internet of Things, AT&T. "Our collaboration is keeping Honda and Acura owners connected wherever they travel with hours of news and entertainment for the whole family."

WarnerMedia RIDE is available now in the App Store and on Google Play for all U.S. unlimited data plan subscribers. WarnerMedia RIDE is included at no additional cost for existing and new unlimited subscribers.

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The LEGO Speed Champions series is adding two new Dodge models to its lineup.

Photo courtesy of Stellantis

The new LEGO Speed Champions series is expanding by two. A 1970 Dodge Challenger T/A and Mopar Dodge//SRT Top Fuel Dragster are being added to the growing collection. They are the first purple vehicle and first Top Fuel Dragster in the Speed Champion series.

"Owning, or aspiring to own, a Dodge muscle car is as much about the lifestyle of joining the Brotherhood of Muscle as it is about the vehicle purchase," said Tim Kuniskis, Dodge Brand Chief Executive Officer – Stellantis. "As a result, our brand enthusiasts are passionate about all things Dodge, including the latest cool collectibles. So, following the success of the Dodge 2018 LEGO Speed Champion building set, fans will now be able to build and show off not only the first ever 8-inch-wide (8W) muscle car, but also the first ever Plum Crazy 1970 Dodge Challenger T/A, along with an incredibly detailed 13½-long Top Fuel Dragster."

LEGO Speed Champions Dodge box The 627-piece Challenger T/A and Dragster include box art of their Rea-life counterparts. Photo courtesy of Stellantis

LEGO has had the Challenger over two inches high, five inches long, and 2.5 inches wide. The Dragster is four inches high thanks to its wing, and has a body that is 13.5 inches long and 2.5 inches wide.

The set features a male Challenger driver in Dodge-branded clothing. The Dragster has a female driver in a Dodge race suit.

"In 2021, we are extremely excited to reteam with Dodge and expand the Speed Champions 8W Vehicle Collection even further by including new vehicle types and building experiences, for the first time, that appeal to vehicle fans of all ages," said Christopher Stamp, LEGO Design Lead.

LEGO Speed Champions Dodge The set includes two models.Photo courtesy of Stellantis

The models will be released on June 1, 2021 at LEGO.com. Pricing for the models is not yet available.

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