Pitchfork-Wielding Consumers Hold Auto Industry Hostage!

"What do we want? More of the same! When do we want it? Now!" Image: Untold Entertainment
It’s sad, really. Tremendous gains in vehicle fuel efficiency have been squandered, MIT’s Christopher Knittel demonstrates in a study published in the American Economic Review. Knittel’s analysis quantifies how, while automakers have applied meaningful fuel economy innovations over the past several decades, these have produced only modest gains in miles per gallon, because at the same time the companies inflated horsepower and vehicle size. As MIT’s press release put it:
Thus if Americans today were driving cars of the same size and power that were typical in 1980, the country’s fleet of autos would have jumped from an average of about 23 miles per gallon (mpg) to roughly 37 mpg, well above the current average of around 27 mpg. Instead, Knittel says, “Most of that technological progress has gone into [compensating for] weight and horsepower.”
Based on this history, Knittel rightly concludes that market forces cannot drive the social and environmental good of fuel efficiency; he supports an increase in the gas tax. Unfortunately, he goes on to perpetuate a convenient fallacy that has provided cover for an industry looking to evade regulation and avoid responsibility:
“I find little fault with the auto manufacturers, because there has been no incentive to put technologies into overall fuel economy,” Knittel says. “Firms are going to give consumers what they want, and if gas prices are low, consumers are going to want big, fast cars.”
In response to calls for less polluting or less dangerous vehicles, the auto industry has often depicted itself as hostage to a voracious, and quite imaginative, consumer mob that stands in the way of such progress. Apparently, car buyers expend great energy dreaming up spectacular new ideas for cars, which they then conspire to demand from the industry.
NHTSA should act swiftly and decisively on the plethora of distracting technologies being built into vehicles.
The truth is, consumers rarely want a product that they don’t know exists or that doesn’t exist yet. As marketing expert James Twitchell puts it, “In reality people often do not know what they want until they learn what others are consuming. Desire is contagious, just like the flu.” It isn’t until they see others wanting a product — in the media or in real life — that consumers start to want it.
Suburbanites across America were not collectively thunderstruck in the 1980s by the realization that living the good life meant clambering up into a giant vehicle. Instead, automakers, eager to sell more high-margin products, took advantage of regulatory loopholes to push bigger and bigger vehicles. They repositioned clunky trucks as “sport utility vehicles,” transforming them into symbols of wealth, leisure, and suburban family values. In ads, they implied that SUVs were safer by virtue of their heft and hammered on the need for capacious cargo space. The effort was so successful that despite the recession and outcry over gas prices, SUVs and SUV crossovers currently account for 31 percent of U.S. auto sales.






