interview > white > white 10
White 10 (1:28)
Topic(s): Auto Industry / Car Culture / Renewable
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I think the auto industry has a huge cognitive dissonance
issue that it has to- that it struggles with every day. You know, on the one
hand I think that there are people within all of the big auto companies who, if
they could figure out how to, in a competitive way, bring out cars that
basically ran on water or ran- got a hundred miles to the gallon, or any of
that stuff, they would do it tomorrow. I mean, why not? I think they're
sincere when they say that.
Then there's the marketing department, which comes
in and basically says, "Look, folks, you know, the old values still
apply." What people want out of a car or a truck is they want power, they
want a feeling of mastery, they want a feeling that they are, you know, the
king of the road, they want a feeling they can go anywhere and do anything,
ultimate capability, even if, you know, look, 95 percent of us use whatever it
is that we buy to go to and from work and to and from shopping at speeds well
under sixty miles an hour because of the congestion.
You know, that's just the way it is. But
that's not romantic and that's not profitable. So I think there is
this real kind of, it's cognitive dissonance because they all kind of
know better but, you know, sex sells, power sells, you know, big sells, to some
people and it's hard to give that up, it's hard to give that up.