When I first started writing a book about capitalists’ insistence on cars-first transportation, I tried to figure out who coined the familiar jive-line “Americans are having a love affair with the car.” Striking out myself, I wrote to several leading American historians. It seems nobody knows the answer. There’s little doubt it was industry PR, but the thing seems to have become so natural-sounding that people forgot to keep track of where and when they first heard it.
The latest mutation of that century-old trope comes in a particularly humorous form — a claim on behalf of the Chevy Volt!
Precisely as it idles production of the Volt due to lack of sales, GM breaks out this “Happy Volt Owners” ad series:
There is a world of ridiculousness and overclass chutzpah in each line of this thing. “Adam” says he wakes up every morning thinking about the future, but is obviously either unaware of or untroubled by the fact that the electric motor in his new automobile is actually powered by coal, natural gas, and nuclear fission. He “loves” his Volt, he tells us — twice — but fails to mention its price, where and when (or if) he bought it, or how he uses it. Will it burn down his house at some point after being bumped in a parking lot? “Adam,” though he is supposedly somebody willing to spend $40,000 to “make a statement” about how thoughtful he is, doesn’t trouble himself with such things, apparently.
How nice for “Adam” and the ≈5,000 owners of Volts. GM assures us that, despite their beloved car’s status as about .002 percent (yes, 2/1,000ths of one percent) of all passenger cars now on the road in the United States, they are not just the nation’s but the planet’s happiest drivers. Who’d have guessed?
You heard it there first: Americans are having a love affairs with the Chevy Volt!