I guess I need to inform my family that I don’t want them to surprise me with a shiny new car in the driveway for Christmas — you know, like those commercials where a grinning husband surprises his oblivious wife, who apparently makes no contribution to family economic decisions, with a monster SUV, which always has a bright red bow on top. I think those commercials are clear evidence that some huge purchases are not made rationally, but as status symbols or weird nuptial gifts.
Anyway, I don’t want a new car now or any time in the foreseeable future, and I definitely don’t want a “popular” vehicle, the kind of monster machine that everyone seems to be buying and driving on the roads around me. There’s an ongoing idiotic trend that can only end when everyone is driving a tank.
Like a disease, car bloat is spreading. The United States is patient zero: 4 out of 5 new cars in the U.S. are now SUVs or pickups, a sharp increase from a few decades ago. Now, oversized cars are becoming almost as common in Berlin and Beijing as they are in Baltimore. SUVs alone comprised nearly half of car sales worldwide in 2023, up from 20 percent 15 years ago. The global ascent of giant cars is an ominous trend for climate change, as well as for road safety in the rich and developing worlds alike.
I use the term “car bloat” to describe the confluence of two trends that have transformed the U.S. automotive market. First, SUVs and pickups have supplanted standard sedans and station wagons, both of which the Big Three carmakers no longer offer to American consumers. Second, existing car models have steadily expanded in weight and size. The bestselling F-150 pickup, for instance, added 800 pounds, 7 inches of height, and 15 inches of length between 1991 and 2023.
Two reasons are given for this annoying and dangerous trend: consumers want high status cars, and manufacturers want to sell high profit machines.
Some of this growth is due to shifting customer demand, particularly in countries like China, where SUVs are “perceived as symbols of wealth and status.” But consumer preferences explain only part of the story.
“Automakers have a fair bit of culpability,” said Colin McKerracher, an Oslo-based analyst at BloombergNEF who focuses on the transport sector. “They’ve spent much of the last decade advertising bigger cars, and that’s because they make significantly higher profit margins on their SUVs and pickups than they do on sedans. They’ve told a story—‘Oh, this is what customers are asking us to build’—but it’s quite a coincidence that the models customers want make a higher margin.”
Yeah, people make bad decisions and corporations make evil ones. But how to end it? I think there’s one answer: regulation and taxation. Deflate the status seeking by making it clear that buying a giant car is stupid — we can see that already with the cybertruck, which is an object of mockery when they show up on the road (but people still buy them, because people are not rational) — and taxation can reduce the incentives to buy one.
After being caught flat-footed, some European governments are now moving to restrain car bloat through taxation. Norway and France, for instance, impose vehicle purchase charges that scale with weight and emissions, adding the equivalent of thousands of dollars to the price of an oversized car. These fees can have a major impact: In Norway, a 2023 rule applying weight-based fees to the biggest electric cars caused sales of the Hongqi, a gargantuan Chinese SUV, to collapse.
McKerracher applauds such moves. “Fuel economy rules are really, really important,” he said. “You need governments to regulate average fuel economy and push automakers, because they won’t improve on their own.” (Note to Americans: Project 2025, the de facto playbook of the Trump administration, calls for relaxing fuel economy rules that President Joe Biden has strengthened.)
Of course the Republicans will wreck everything, because they’re idiots. The article also mentions that the US is scaling emission standards to the size of the truck, making bloated cars easier to meet the standards.
Also, let’s kill those car commercials that make big fast cars look sexy and adventurous, just like we banned cigarette commercials. Not that that can happen with the incoming administration.