Shift Magazine - Issue 1 2018 - 7
SHORT
SHELF LIFE:
TRENDS THAT
DIDN'T LAST
BUILT-IN
CHILD SEATS
"Everybody had to have a
built-in child seat in the '90s,"
said Carla Bailo, CEO of the
Center for Automotive Research. "Had
we probably thought about it at the
time and thought about the necessity
to move children from car to car, you
could see it wasn't going to be a longlasting solution."
AUTOMATIC
SEAT BELTS
iStock: grbender
and things that used to go in a china cabinet. People don't display their stuff in that
way anymore."
Other industries have responded to this
lack-of-ownership model. The shift happened
about a decade ago in software, Bhargava
said. Then, people would buy Microsoft
Word, and end up with a stack of Word CDs
on a desk. "And now you just pay a monthly
fee, and you get whatever the latest version
is," Bhargava said. "There are no CDs at all,
and you don't really own it."
Airbnb and other short-term home rental
companies have capitalized on the changing
attitudes toward ownership.
"There was once a time where people
would be like, 'There's no way I'm going to
lend my house out to somebody else,' " said
Danny Stillion, executive design director at
IDEO, a global design company headquartered in San Francisco. "What we have seen
a couple of years ago with these probes has
been helpful for traditional automotive companies to learn what it takes to develop an
infrastructure to support a service model
like that."
In the auto industry, now with ride-hailing
services such as Uber and Lyft, and subscription services such as Clutch, Flexdrive and
automaker programs, the way consumers
have bought products and services "is getting completely disrupted," Bhargava said.
WATCHING DATA
Data can tell a story about how behavior is
changing, and plays a critical role as companies strive to stay ahead of emerging trends.
Stillion studies early adopters of new
technology and disinterested consumers. The early adopters, he said, "want the
latest technology. We're countering that
with folks that might be almost considered
Luddites or they're technophobes or they're
traditionalists."
Between those groups, there's typically a
bell curve, "where the bulk of the market is
going to be heading in terms of balancing
progressive innovation vs. what's known to
users and consumers," he said.
IDEO uses that information, along with
examples from similar industries, to "not so
much predict the future but see where people
might be aspiring toward a preferred future
together based on where technology is going
and what their needs are," Stillion said.
But sorting out the trends from the fads
In the late 1980s and early
'90s, automakers equipped
cars with seat belt systems
that automatically belted in occupants
when the vehicle door closed. They
were a way for automakers to meet
NHTSA standards calling for passive
restraint systems before the carmakers
were prepared to install airbags.
CAR PHONES
These gained popularity in
the 1980s and '90s. Even
the cast of "Charlie's Angels"
had used car phones in the late
1970s TV show, said Sheryl Connelly,
manager of global consumer trends and
futuring at Ford Motor Co. "The reality is
when mobile phones started to take off,
it was easier to have one phone."
CONSUMER
GPS UNITS
Those TomTom or Garmin
devices that plugged into
vehicles' accessory power
outlets were great replacements for
folding maps and atlases. But because
nearly everyone now has a smartphone
with several mapping apps, sales
of consumer mapping devices
have plummeted.
- Hannah Lutz
see TRENDS, p. 16
may 2018 * shift
7
Table of Contents for the Digital Edition of Shift Magazine - Issue 1 2018
Shift Magazine - Issue 1 2018
Contents
From the Editor
Q&A
Movable Type
Trend Spotting
Think Like a Disrupter
New Motor City?
Negative Space
Battlegrounds
Old Problems
Last Mile
Shift Magazine - Issue 1 2018 - Intro
Shift Magazine - Issue 1 2018 - Shift Magazine - Issue 1 2018
Shift Magazine - Issue 1 2018 - Contents
Shift Magazine - Issue 1 2018 - From the Editor
Shift Magazine - Issue 1 2018 - Q&A
Shift Magazine - Issue 1 2018 - Movable Type
Shift Magazine - Issue 1 2018 - Trend Spotting
Shift Magazine - Issue 1 2018 - 7
Shift Magazine - Issue 1 2018 - 8
Shift Magazine - Issue 1 2018 - 9
Shift Magazine - Issue 1 2018 - Think Like a Disrupter
Shift Magazine - Issue 1 2018 - 11
Shift Magazine - Issue 1 2018 - New Motor City?
Shift Magazine - Issue 1 2018 - 13
Shift Magazine - Issue 1 2018 - Negative Space
Shift Magazine - Issue 1 2018 - 15
Shift Magazine - Issue 1 2018 - 16
Shift Magazine - Issue 1 2018 - 17
Shift Magazine - Issue 1 2018 - Battlegrounds
Shift Magazine - Issue 1 2018 - 19
Shift Magazine - Issue 1 2018 - 20
Shift Magazine - Issue 1 2018 - 21
Shift Magazine - Issue 1 2018 - Old Problems
Shift Magazine - Issue 1 2018 - Last Mile
Shift Magazine - Issue 1 2018 - Cover4
https://www.nxtbook.com/nxtbooks/crain/shift_202202
https://www.nxtbook.com/nxtbooks/crain/shift_202112
https://www.nxtbook.com/nxtbooks/crain/shift_202109
https://www.nxtbook.com/nxtbooks/crain/shift_202108
https://www.nxtbook.com/nxtbooks/crain/shift_202107
https://www.nxtbook.com/nxtbooks/crain/shift_202105
https://www.nxtbook.com/nxtbooks/crain/shift_202103
https://www.nxtbook.com/nxtbooks/crain/shift_202012
https://www.nxtbook.com/nxtbooks/crain/shift_202004
https://www.nxtbook.com/nxtbooks/crain/shift_202002
https://www.nxtbook.com/nxtbooks/crain/shift_20191125
https://www.nxtbook.com/nxtbooks/crain/shift_20191007
https://www.nxtbook.com/nxtbooks/crain/shift_20190722
https://www.nxtbook.com/nxtbooks/crain/shift_20190603
https://www.nxtbook.com/nxtbooks/crain/shift_20190325
https://www.nxtbook.com/nxtbooks/crain/shift_201811
https://www.nxtbook.com/nxtbooks/crain/ShiftNovember2018AdvertiserBookletFaurecia
https://www.nxtbook.com/nxtbooks/crain/ShiftNovember2018AdvertiserBookletZF
https://www.nxtbook.com/nxtbooks/crain/shift_201809
https://www.nxtbook.com/nxtbooks/crain/shift_201807
https://www.nxtbook.com/nxtbooks/crain/ShiftJuly2018AdvertiserBooklet
https://www.nxtbook.com/nxtbooks/crain/shift_201805
https://www.nxtbook.com/nxtbooks/crain/ShiftMay2018AdvertiserBooklet
https://www.nxtbookmedia.com