MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

HACKER IS THE NEW TUNER:WILL MAKER CULTURE SAVE CAR CULTURE?

Presented by:

John Dohrmann Director of CRM, Team One Advertising

Rob Edwards Director of Creative Technology, Team One Advertising

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

Carl Iwasaki/Time & Life Pictures — Getty ImagesAs used in the June 29, 2013, New York Times“The End of Car Culture”by Elizabeth Rosenthal

IT STARTED WITH HOT RODDERS.

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

G1WALLZ.COM

IT RESURGED IN THE 90s WITH TUNERS.

(AND KIND OF GOT OUT OF HAND IN THE EARLY 2000s.)

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

CARS USED TO BE THAT THING THAT LET PEOPLE CONNECT WITH GROUPS OF FRIENDS.

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

NOW IT’S:

Yes, MySpace is actually the fourth most popular social site for teens. -Pew Internet, May 21, 2013

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

CARS USED TO BE ONE OF THE MOST FASCINATING PIECES OF TECHNOLOGY FOR TEENS.

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

NOW IT’S:

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

THERE WAS ALSO THAT WHOLE RECESSION THING.AND THE ENVIRONMENT.AND OVERCROWDING.AND THE FLIGHT TO CITY CENTERS.AND NEW LICENSE REQUIREMENTS.AND LOCAVORISM.AND...

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

18-YEAR-OLDS WITH A DRIVERS LICENSE:

1983: 80%2010: 61%Source: Michael Sivak and Brandon Schoettle, University of Michigan

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

BUT, COULD WE BE ON THE VERGE OF A CHANGE?

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

HACKING SHOWED US HOW TO DO MORE WITH LESS.

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

AND MAKER CULTURE HAS REKINDLED THE DESIRE TO CREATE THE PHYSICAL.

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

FOR A FEW YEARS HACKER AND MAKER CULTURES HAVE BEEN SPILLING OVER INTO VEHICLES.

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

THIS IS THE BEGINNING:

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

THIS IS THE ADVANCED CLASS:

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

WILL IT BE LESS ABOUT TEENAGERS ADDING PERFORMANCE TO THEIR HAND-ME-DOWN CARS?

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

WILL IT BE ABOUT GIVING THEIR HAND-ME-DOWN CAR MORE TECHNOLOGY THAN THEIR PARENT’S NEW CAR?

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

MAYBE NOT THIS MUCH TECHNOLOGY.

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

IS THE CAR THE NEW PLATFORM?

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

IS THAT ENOUGH TO CREATE A NEW CULTURE?

MAKER IS THE NEW TUNER:THE NEXT CAR CULTURE

TELL US WHY IT IS.

OR

TELL US WHY IT ISN’T.

@johndohrmann@robertcedwards