In the lap of luxury.
The American ideal car till the early 2000s was rough, strong, and heavy. However, the drastic change in the Asian market forced the world to look at design in a whole different way. It would not be far from the truth to say that vehicular consumerism in Asia took a leap in the late ’90s and early 2000s. However, there was something different in this market that the American companies were not able to capitalize on. The sales of major companies like Ford and Chevrolet were on a constant low. on the other hand, the European and Asian manufacturers were breaking records year after year. People were more inclined towards buying Toyota, Honda, or Volkswagen.
The main reason behind this was the look and feel of the car. The Asian market believed in getting the comfort that they are paying for. American brands had the image of being trustworthy and tough. Unfortunately, for the Asian market, this was not enough. The Asian market focuses more on the quality of luxury they get when they buy a car. Honda, Hyundai, and Toyota were doing exactly this. Their cars were cheaper and provided more comfort and luxury. The market forced to change the American companies and the way they look at automobile designs. They were competing straight with European and Asian companies which were designing some of the most astonishing vehicles. their interior design allowed them to provide a premium experience at low costs. Something, the American companies were having a hard time doing. Hyundai launched several cars in the last 10 years in Asia. many of those cars cost less than $20,000, but still were more luxuries than many vehicles in America costing more than $40,000. This forced a lot of companies to change their outlook towards automobile designing. Nowadays, the car is not just a vehicle or mode of transportation. For an average user, it has become a part of their life. If they spend a certain amount, they want luxury and comfort. They want the material to be top of the line as they spend a lot of time in their car.
Slowly but steadily this concept also came into America. Companies here realized in the early 2010s that their European counterparts have started manufacturing some mind-bending designs. Ford started focusing more on interior quality. the main focus became providing the customer with an experience. They still have a long way to go. The European companies are doing some outstanding work like the latest Volkswagen Passat or the 2021 Hyundai Elantra. Both are middle segment vehicles but their interior is not less than a luxury car.