My colleagues and I were kindly invited to the first of its kind art show just for cars, the „Grand Basel“. The new format of the world-famous „Art Basel“ was showcasing exquisite collectors cars in a modern and noble setting, which we have rarely seen before. In our daily work as automotive consultants we rarely think of cars as a collectors piece, because our clients are international OEMs, which are highly focused on the future of cars in a volume market.
It´s clear that modern car manufactures are developing fast to become the leader in the future market of mobility services. But which significance will the car itself have in the future, when it´s been relegated to just a medium for transportation? What happens with all the car enthusiasts and the car as a cultural asset?
The concept of „Grand Basel“ gives an isight of one vision, what the future of cars themselves could look like. And yes, in our discussion H.P. & I agreed that this is a possible scenario in the future of cars and their manufacturers. While the market of mobility services doesn´t care much about the premium experience in a modern, self driving car since it becomes a rational transportation device (like a bus, train or an Uber car), driving a car becomes a passionate modern hobby for a target group that can afford it.
The same happened to the coach & horse industry over 100 years ago. While the automobile overtook the market of individually transporting people, riding a horse became an exquisit hobby, which nowadays happens on ranges, tracks or in the forrest. It only exists in a daily context for special purposes like riding police officers or cultural events such as the famous Oktoberfest in Munich.
In conclusion, driving a car could become a hobby for a selected target group in the future with a luxurious focus on details in manufacturing the cars as an art object, while the volume market of mobility services is focused on rational, usability oriented transportation cars.
Can you imagine that in the future? Watch our discussion below, live at the Grand Basel. Please share your opinion with us, if you agree or disagree that possible scenario. We are looking forward to hear from you at any time.
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