How Do Automakers Push You to Buy New Cars?
Most new car buyers move on before reaching 100,000 miles, but cars can last much longer than that. So why do we buy new?
Written by Andrew Koole
Reviewed by Kathleen Flear
Like all things in life, cars get old. They break down. They rust. They wear and they tear. It’s inevitable. “Like sands through the hourglass…”
But more than ever before, people are more likely to
trade their car
in before they even see these issues arise. The average person keeps a vehicle for only six years. That’s not even close to the average lifespan of a car. Why do we do this?Finances and personal preferences aside, many of the reasons we are so quick to say goodbye to our vehicles boils down to one thing: planned obsolescence.
What’s planned obsolescence?
Even if you haven’t heard the term, you’ve probably complained about planned obsolescence at one point in your life. It refers to the practice of designing things to last only so long.
Businesses build products with cheap parts (eg. the modern dishwasher), quickly release the updated items while blocking support of older versions (eg. smartphones), or devalue products in some other way, all for the sake of selling more, faster.
Corporations, engineers, and designers have applied the concept to all sorts of products, and car brands have been amongst them for years. But in the last two decades, automakers have become masters of the craft.
From discontinuing replacement parts to loss of support for old tech, car companies intentionally “move on” from past designs to pressure you to buy new.
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Planned obsolescence in the auto industry: a short history
MORE: Costly Tesla Fix Shows Why 'Right to Repair' Matters
Nolan Sykes of
Donut Media
says this problem for car owners began as a solution for automakers all the way back in the early 1920s. Back then, new car sales were dipping, not because of any outside economic factors but because manufacturers had made their product too well. Most people who wanted a car already had one that functioned just fine.
To drive up sales, General Motors began releasing cars in limited edition colors. Suddenly, the common black Model-T looked outdated and bland.
Paint continues to be a contributing influence on car sales, but since the ‘20s, automakers have encouraged people to buy new cars in all sorts of ways.
New technology allows them to sidestep standardization rules for things like stereos. New styles of grills, lights, and bodies encourage “perceived obsolescence” for first buyers—all with the goal of moving product off the dealer’s lot as quickly as possible.
Buying a new car today
All these strategies moved forward with very few hiccups over the years, that is, until this past year. Microchips, a key component fueling the planned obsolescence of car tech, suddenly became a scarce commodity. Car companies had attracted demand they could no longer supply.
To adapt, many brands have focused on producing their most expensive, luxurious models and trims. Paired with the short supply, this shift has sent new car prices soaring. Used cars have followed suit too, making it even tougher to find an affordable vehicle in 2021.
You might have a hard time finding a car that fits your budget this year, but that doesn’t mean you can’t save on auto expenses. Shopping with
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