Cars might be changing but the human need for self-expression remains the same.
Vehicle traffic today is a sea of monochrome mid-sized SUVs. I’m not being critical; it’s just what I see on the road every day.
It’s no surprise. SUV was Australia’s biggest new car sales segment last year, bigger than in 2024. It was more than double the size of the next biggest segment.
This popularity is nothing new. Sedans used to dominate Australia’s roads and sales charts. Today, it’s Sport Utility Vehicles.
One particular type stands out on local roads and that’s the 4×4 SUV. When you see them amongst the ocean of 4×4 dual-cab utes (pick-ups) in traffic, it’s obvious Aussies like adventure, or at least expressing they like the idea of adventure.
It’s been said new cars are becoming smartphones on wheels. That’s not because they’re festooned with touchscreens. It’s partly a commentary on how people regard cars as consumer items. Economists typically classify cars as Consumer Durable Goods. For many generations, cars were kept for decades. Today, owners commonly replace their car every few years, like their smartphone.
It’s fair to say the arrival of a new car in an owner’s driveway is still an important form of self-expression. Back when Falcons and Commodores were the main players, that self-expression took the form of particular model grades (base GL or range-leading Fairmont Ghia), luxury names like ‘Calais’ and special ex-factory sporting versions (like GT models).
That doesn’t happen so much with new cars today, especially with mid-sized SUVs. The market has changed.
It also means self-expression through new cars is now confined to certain vehicle types, and the most expressive type is the 4×4 off-roader.
Buyers often choose highly capable and highly expressive off-road models to communicate ideas of adventure and independence.
Today’s cars aren’t smartphones, despite their connected tech and touchscreens.
Automakers continue investing in all types of off-road models, even if buyers don’t take them off-road that often (or at all).
After all, most people don’t use every function on an iPhone 17 Pro Max or a Samsung Galaxy S25.
But for many users, they express who they are. And that matters.
Bernie Quinn, CEO of Premcar
About Premcar:
Premcar Pty Ltd is a leading Australian vehicle engineering business that specialises in the automotive, defence and aerospace industries. For more than 25 years, global car-makers have made Premcar their go-to partner for the complete design, engineering and manufacture of niche-model new cars, full-scale new-vehicle development programs, and electric vehicle (EV) conversions and manufacturing. Premcar’s body of work is extensive. It is the name behind more than 200,000 new cars and 55,000 new-vehicle engines. The company has delivered technical advancements and sales success for major car brands from Europe, the USA, Japan, China and Australia. Visit premcar.au.
