The Honda Motor Corporation entered this monstrosity in yesterday’s Pasadena Rose Parade. The float, called “Passport to the Future,” is an obvious attempt to reach young minds with the message that SUVs (as well as cars) have a future.
The kids that saw this thing will almost certainly have to explain to their own kids how such amazing forms of distraction were rolled out even as the world crossed the pinnacle of Peak Oil.
Not living in one of the two or three U.S. cities where car ownership is plausibly optional, I have a 1998 Toyota Corolla. For American road conditions, where you have to confront a sea of huge trucks and SUVs and travel a high percentage of miles on curvy, undivided high-speed suburban and rural roadways, I consider this to be the most rational auto. It has 120 horse-power and an EPA miles-per-gallon rating of 32 city and 41 highway. The only time it is ever even arguably under-powered is on the steepest final approaches to mountain-pass ski areas. Even then it’s fine, really.
I say all this to give you a base for judging corporate capitalists’ familiar claim that they use big business marketing to understand buyers’ needs and improve products. This lie is exposed yet again by Toyota’s forthcoming release of the 2009 Corolla.
The 2009 Corolla will be a substantially INFERIOR product to my 1998 version. As we listen to Al Gore accept the Nobel Peace Prize for his tepid movie about climate change, all signs suggest that we live directly atop the peak of the long-predicted Peak Oil curve. By the time the 2009 Corolla get released, gas may very well be selling for $4.00 a gallon in the United States. By the time the warranty on the 2009 Corolla expires, it may be $10.00.
So, with full knowledge of this impending reality, what has the seller of the Prius done to the engine of the 2009 Corolla? The standard horse-power will now be 132, and the miles-per-gallon will DROP BY ALMOST A QUARTER to 27 city and 35 highway!
This shocking degradation of the product and egregious dismissal of the most important need of prospective buyers is the opposite of an accident. It is marketing-era corporate capitalism in normal action.
Since small cars mean small profits, even the green-flag waving Toyota Corporation hates and resents them. Like all other car-makers, it uses it marketing operations to discover new ways to sell its customers “more car.” This is partly done by exploiting people’s irrational admiration of superfluous horse-power and acceleration. Ergo, the worsening of the Corolla’s fuel-efficiency.
It is also done by the newly “e-accelerated” gambit of promoting of ever-expanding lists of junk “equipment” on the interiors of the ever-more insane gas guzzlers that remain the compulsory core mode of mobility in this, the land of the “free market.”
Alas, the corporate capitalist investors who dictate which technologies we may use are also intractably addicted to selling cars. They will continue to attempt to do so, no matter the costs, until we remove them from power.
Meanwhile, ponder the Huxleyan/Orwellian (that’s the worst-of-both-worlds character of our unchallenged, rampaging overclass) nature of the waste-pushing propositions they continue to foist upon us. The latest to strike my eye is Ford’s shocking attempt to sell people new cars by saving them 5 or 6 button-pushes a day: “Sync.”
Yes, friends, what we all need to do is boost “our” economy by spending $40,000 on another huge, toxic, petroleum-guzzling contraption, all so that we can turn on the stereo without having to move our fingers! “All things are possible,” say Ford and its partner-in-this-crime, Microsoft, as they announce this glorious breakthrough in human civilization!
Not only is this tag-line mega-laughable in this bought-and-paid-for, market-totalitarian madhouse of a nation, but it is also patently, egregiously, and especially relevantly untrue. The laws of thermodynamics that govern the known universe contradict the childish statement that “all things are possible.” Some things are possible. That’s it.
Meanwhile, very high on the list of impossible things in this universe is the sustainability of the USA’s auto-über-alles transportation order beyond another few decades, at most…
People camping out to save $100 on made-in-China plasma TVs, the better to watch “Survivor XVII: Mesopotamia.” In one of the finer unwittingly double-edged metaphors established by our corporate capitalist press, this “traditional” display of loss-leader marketing from above and petty neurosis below has come to be called “Black Friday.”