Hacker is the new tuner preso

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

HACKER IS THE NEW TUNER:WILL MAKER CULTURE SAVE CAR CULTURE?

Presented by:

John Dohrmann Director of CRM, Team One Advertising

Rob Edwards Director of Creative Technology, Team One Advertising


Carl Iwasaki/Time & Life Pictures — Getty ImagesAs used in the June 29, 2013, New York Times“The End of Car Culture”by Elizabeth Rosenthal

IT STARTED WITH HOT RODDERS.


G1WALLZ.COM

IT RESURGED IN THE 90s WITH TUNERS.

(AND KIND OF GOT OUT OF HAND IN THE EARLY 2000s.)


CARS USED TO BE THAT THING THAT LET PEOPLE CONNECT WITH GROUPS OF FRIENDS.


NOW IT’S:

Yes, MySpace is actually the fourth most popular social site for teens. -Pew Internet, May 21, 2013


CARS USED TO BE ONE OF THE MOST FASCINATING PIECES OF TECHNOLOGY FOR TEENS.


NOW IT’S:


THERE WAS ALSO THAT WHOLE RECESSION THING.AND THE ENVIRONMENT.AND OVERCROWDING.AND THE FLIGHT TO CITY CENTERS.AND NEW LICENSE REQUIREMENTS.AND LOCAVORISM.AND...


18-YEAR-OLDS WITH A DRIVERS LICENSE:

1983: 80%2010: 61%Source: Michael Sivak and Brandon Schoettle, University of Michigan


BUT, COULD WE BE ON THE VERGE OF A CHANGE?


HACKING SHOWED US HOW TO DO MORE WITH LESS.



AND MAKER CULTURE HAS REKINDLED THE DESIRE TO CREATE THE PHYSICAL.



FOR A FEW YEARS HACKER AND MAKER CULTURES HAVE BEEN SPILLING OVER INTO VEHICLES.


THIS IS THE BEGINNING:


THIS IS THE ADVANCED CLASS:


WILL IT BE LESS ABOUT TEENAGERS ADDING PERFORMANCE TO THEIR HAND-ME-DOWN CARS?



WILL IT BE ABOUT GIVING THEIR HAND-ME-DOWN CAR MORE TECHNOLOGY THAN THEIR PARENT’S NEW CAR?



MAYBE NOT THIS MUCH TECHNOLOGY.


IS THE CAR THE NEW PLATFORM?


IS THAT ENOUGH TO CREATE A NEW CULTURE?


TELL US WHY IT IS.

OR

TELL US WHY IT ISN’T.

@johndohrmann@robertcedwards

Automotive

Hacker is the new tuner preso