Designing for the Life Span Segment 2
Designing for the Life Span Segment 2 
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[D]
There are over 160 million privately owned vehicles in America...
41% of all of the cars - and 48% of all luxury cars - purchased in this country are bought by people over the age of 50 (AgeWave). Many women who are among the oldest Americans, and have lost their husbands, are learning to drive for the first time.
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Ideas about automobile preference have changed over time. The Cadillac sedan has given way to the SUV. Nevertheless, large vehicles are part of the experience of many older adults and hence they tend to purchase the type of automobile they prefer. However, one of the Shibboleths of marketing has been the notion of brand loyalty... once captured in youth, people are likely to remain your customer throughout life. That concept of marketing has received rough treatment at the end of the 20th century and now into the 21st. It is hard to remain loyal to a brand that no longer exists - or has changed so substantially as a product that it is no longer recognizable or familiar. It is relatively safe to say that this concept is outmoded and should remain part of 20th century thinking.
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