The Millenial Mind

The first generation Scion XB, a rebel yell from Toyota (of all places)

A few weeks ago I attended a conference in Las Vegas. Among other things, this put me in direct spiritual contact with The King. While I have never actually been a fan of Elvis Presley, my re-acquaintance with this icon got me thinking about several things. First and foremost, it made me think about what it means to rebel.

I’ll spare you another diatribe peppered with strategies for fighting commonism. Rebellion, however, is something that is key to understanding a lot of things in the world right now: it can help you understand people; it can help you understand politics (which I rebelliously assert is a discussion that should only take place with a politician); and it can very much help you understand cars.

Particularly those at the top of the millenial mind. (Not exactly my point but a useful link still.)

I am talking about a segment of our population right now that is highly influential in setting trends. I discovered at my Las Vegas conference that the term for this generation is “millenials.” The term loosely applies to people in their 20s, who, historically speaking, have always been ones to rebel. In the 1950s, that meant Elvis. In the 1960s, it meant more. In the 1970s, 80s, and 90s, it meant less. And in the present, it means MySpace, YouTube, and cars like the Honda Element (sorta) and the Scion XB (for sure).

Let’s talk first about the Honda. On the surface this seems like the poster car for millenials. It’s cool; it washes out with a hose; and it looks weird to anyone over 40. Almost — except for that last part. The Honda is purchased mainly by people between 35 and 50. Yep, middle-aged people dig this car a lot more than the millenials, and I think I know why.

The Honda is cool, but not exactly rebellious. The design hangs together in a way that offers no real edge. It works for folks who may have the will, but don’t really desire a way to rebel.

The Scion XB is a different story. It purposely juts right into your face. It is boxy to the extreme. Its current ad campaign invites you to hate it. And I believe, although I cannot prove just yet, that it will retain its crown as The King of The Road for millenials.

Smart title from a stupid stoner band.

It is a car that even Elvis would drive, or Lil’Kim (with some dubs and kit), Radiohead, or anyone else of the true millenial mind.

You may have noticed from my list of artists here — all over 30 and now out of jail — that the classification has far less to do with a specific age and more to do with two special beliefs:

1. That the uncommon is superior, always, to the common.

2. And that sometimes you have to fight to make it so.