The 1960s were a golden age for automobiles. Designs became dramatic. Horsepower wars raged. Americans were introduced to oddly named companies like Toyota and Datsun. Volvo proved that safety sold cars. Anything, including flying cars, seemed possible.
The hangover after that wild party was a long one. But now, with competition among car companies intensifying, it looks like the shindig has started up again. Fuel economy and performance is impressive, style is expressive and consumers have never had so many choices. A new golden age may well be upon us.
An emphasis on quality is a main element driving the auto renaissance, says John Neff, editor-in-chief at autoblog.com, an automotive news site.
"Great build quality is now a requirement just to play the game," he says.
With competition fierce, features such as narrow, perfectly aligned panel seams are the norm. Even pickups get crafted interiors.
Alternate fuel-source vehicles like the Nissan Leaf are adding to the options available to car buyers. (Nissan)
"In recent years, the quality has flip-flopped," Neff says. "Ford, Hyundai and Kia have incredible quality. Kia has incredible design."
Neff says the biggest technology improvements are revolving around fuel economy. "Ten years ago, good gas mileage meant small, gas-powered cars," he says. "Now, there's diesel; electric cars like the Nissan Leaf and Chevy Volt; hybrids such as Prius; and even natural gas."
Eddie Alterman, editor-in-chief of Car and Driver magazine, agrees. "Honda Civic alone has a huge spectrum of models: regular gasoline, natural gas, hybrid, even an eco-gas version that gets near-hybrid mileage," he says.
He also points to new, gasoline-powered models that get more than 40 mpg, including the Hyundai Elantra and some Chevrolet Cruze and Ford Focus models.
"Forty mpg is the new 30," Alterman says. "The internal-combustion engine keeps surprising people by getting more advanced with technology like direct injection."
Surprisingly, performance has risen along with fuel stinginess. Ford's V-6 Mustang is the first car to achieve 300 horsepower while delivering 30 mpg. In 1983, the first Volkswagen Rabbit GTI was considered great fun with a nine-second zero-to-60 mph sprint -- faster than a Pontiac Trans Am. Despite being 900 pounds heavier, today's larger, safer and slightly more fuel-efficient GTI makes that benchmark run in 6.5 seconds.
Along with increased quality of build and fuel economy, design has also stepped up. Kia is shedding its image as a budget brand, emerging as a design powerhouse and winning two prestigious red dot design awards in as many years. Once viewed as stodgy brands, Hyundai, Buick and Volvo feature svelte sheet-metal exteriors these days.
Cars, too, have never been safer. Roadway deaths in 2010 were the lowest since 1949, according to the National Highway Traffic Safety Administration.
Airbags, anti-lock brakes, electronic-stability programs and new roof-crush standards have dramatically decreased the chances of injury in an accident. Volvo is leading in developing systems that detect cars and pedestrians, and can stop the vehicle automatically to avoid collisions.
This new golden age is showing no signs of slowing. New longer-range electric-car batteries are on the horizon, and emission-free hydrogen could be the next big fuel source. Cars are coming equipped with the latest in satellite-navigation tools, such as Google Earth visuals, and entertainment systems are reaching new levels of sound quality.
Children, entranced with their favorite videos on the way to Grandma's house, seldom utter, "Are we there yet?" That alone may signal that a new golden age has arrived.
Leave a comment