Geeber weighed in with a lengthy comment that I think deserves to be elevated to the front page. His missive was in response to the story, “How come a car that goes 0-60 in 9.7 seconds is now so terrible?”
People expect progress in their goods and services. That is why commercials hype expanding coverage and reliability of cellular phone networks, and why an internet provider offering 2001-levels of service (remember the old dial-up tone?) today would quickly go out of business.
With vehicles, the measurements of improvement are performance, fuel efficiency and driver aids. The easiest way to measure performance is 0-60 mph, hence the emphasis by reviewers. Note, however, that this figure is not hyped in commercials on television (it may be hyped in print ads run in the “buff books” that are not read by the general public). Television commercials aimed at the general public are more likely to hype various driver aids, overall comfort, go-anywhere capabilities or even fuel economy.
As for building an identity around a fast car – that’s just one way people try to set themselves apart from the crowd. It’s no different than building a sense of identity around having traveled around the world, eating at a different fine restaurant every week, living in a custom-built home in a tony neighborhood or wearing imported suits that cost four figures (with expensive shirt, shoes, belt and tie to match).
Some people are really into cars, although my experience has been that people really into cars go for the entire experience – acceleration, handling, braking and even styling. The people who regularly read enthusiast websites or print magazines are most likely to utilize the acceleration capabilities of their vehicles.
Interestingly, much of the latest emphasis on 0-60 mph has come from proponents of electric cars, who boast about the instant power generated by an electric motor. Part of that is genuine excitement over the rush of performance. Part of it is to make electric vehicles more palatable to a skeptical crowd.
As Julie Andrews once sang, “A spoonful of sugar makes the medicine go down.” That’s still true today.
— Geeber
RE:SOURCES
- wildaboutcarsonline.com (Automotive History Preservation Society): Ford Mustang (1969)
- oldcaradvertising.com: Chrysler Corp. (1942, 1964); General Motors (1959)
Indie Auto invites your comments (see below) or letters to the editor (go here). Letters may be lightly edited for style.
Interesting. I must say I’ve always enjoyed the boost of power from a powerful car accelerating from about 40 mph on. Going into the passing lane or whatever. Straight-line acceleration from a stop never impressed me as a driver. I think it’s the cruising, which I enjoy, and always knowing you have more if you want/need it.