We've heard it before: Kids today don't care about cars, and many are ambivalent about whether they will even drive or not. As hard as it might be to understand that mentality for us, it's a bigger problem for the automakers, who have lately been bending over backwards and jumping out of planes to appear relevant to young people.

So here's an idea, even if it's not a new one: Use Lego to get kids to love cars.

The managing editor of the Automotive News website recently took his family to Legoland Florida on vacation, where he was struck with the notion while watching his kids drive little Ford Lego cars, part of a sponsorship that launched last fall. According to the report, Ford's southern dealers are quite pleased with the deal, and have been using tickets to the amusement park as an incentive.


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  • 30 Comments
      bb
      • 2 Years Ago
      Maybe kids these days are apathetic to the driving experience because they have grown up with this progression: 1. Locked in a bucket facing backwards 2. Locket into a bucket facing forwards 3. Strapped into a 5 point harness unable to move 4. Embarrassingly forced to sit on a booster seat at an age when they want to start showing independence 5. All the while, shutting their minds down and not paying attention to where or what is going on around them because they are watching SpongeBob on the TV in the Minivan/SUV. Gone are the experiences of sitting in the front seat on Dad's lap or on the armrest of the bench seat and being part of the driving experience. Gone is the excitement of being thrown around in the back seat as the family cruiser cuts through the hills. Gone is the thrill of facing backward in the wagon down the highway. Now, I'm not saying that any of the safety measures should be cut-back. Kids need to be safe and alive. But how about car companies stop pushing these DVD and Entertainment systems on consumers and encourage families to talk with their kids and enjoy the time in the car together. We don't have one in our Mazda5, and never will have one. We want our kids to pay attention
        RudyH
        • 2 Years Ago
        @bb
        haha this shows your age but have to agree... It comes down to the parents more then anything and what they surround their kids with. Every Sunday morning I would get up to watch F1 racing with my dad. Now you watch cars going in big circles as entertainment, that's if you can get away from the tailgates. My dad took me go karting at the first chance I was old enough to drive one, or pretend to drive one (you know those carts with 2 steering wheels, and only one worked). Gone are the go karting tracks one by one in my area. Replacement? Look at kids work ethics and you will understand...I am only 30 and can see how lazy the youth are mid 20's and below...silver platter
          Bobby_Sards
          • 2 Years Ago
          @RudyH
          i agree with you fully. I am 24, graduated as an electrical engineer, and I gotta say a majority of people are lazy as ****. No one wants to start at the bottom, yet no one can keep a job longer than a year because "its not what they want to do" I too grew up watching F1 at my Nonna's flat on sundays after a big meal. I also grew up with hot wheels and matchbox-cars. Any kind of car or truck i was just addicted to and wanted to drive But i think its good that kids dont want to drive, the roads are wayyyy too packed. auto companies should focus more on creating patents, and helping our current traffic problems
          themanwithsauce
          • 2 Years Ago
          @RudyH
          As a 22 year old who is currently fixing up an Audi 200 turbo quattro, I take offense to that notion. Maybe its just my circle of friends but we all love cars and enjoy Motorsport. Even the ones who were given a new car still appreciate the hard work it takes to own a car. I think what we're going through are two camps growing apart. The "kids" interested in cars are now more interested than before thanks to the knternet allowing live streaming of almost every famous race around the world and access to every part from every country. but those with no interest are less interested before due to more aalternatives to the car and cheaper, blander options being available for cars.
      Cephia
      • 2 Years Ago
      Kids not interested in driving? Good, they can stay off the roads. And off my lawn.
      RHH
      • 2 Years Ago
      Society has changed to the point where owning a car is dreaded. Teens today enjoy celebrity TV and celebrity status. Those celebrities drive cars that 99%of teens know they will never get to own. Its depressing. Further, the expense of owning a car has made most vehicles with a soul, un-affordable. How can any youth making $7.60 an hour, afford even a $26K new car? Fun cars have been priced out of the market for those that don't have higher paying jobs. So that passion has to wait until Jr graduates from college, and by that time, its too late. Police and technology have made it harder actually have fun in a car too. There are so many safety laws on the books and the penalties for infractions are getting higher and higher, its seen as a risk to drive. Even breaking the speed limit by 10mph can carry HUGE penalties for young drivers, counting fines and insurance. Add that most youth have restricted licenses, its even more of a hindrance that makes driving no fun. Just 10 years ago, you had a lot more slack as a youth driving. Society just wont allow that now. Its all a big ball of frustration.
      Gorgenapper
      • 2 Years Ago
      Maybe they should start filling cars with rocks like the kids do in Saudi Arabia.
      RodRAEG
      • 2 Years Ago
      You know what's going to spur more interest in cars than making a boring vehicle out of legos? Making a cool vehicle.
        MachDelta
        • 2 Years Ago
        @RodRAEG
        And an inexpensive one too. The days of "$20,000 car that can beat up on a $60,000 car with some easy modifications" are a distant memory now.
      Polly Prissy Pants
      • 2 Years Ago
      Cars used to mean freedom, friendship and the gateway to adulthood for the average teenager, but now kids just want to watch their parents big screen and surf Facebook. No need to drive since everything now comes to them. Add in the horrific expense of owning a car and actually driving it and it's no wonder kids today want nothing to do with them.
      JonathanBond
      • 2 Years Ago
      At least when you crash, you can put your car back together
      JayP
      • 2 Years Ago
      Before internets, kids couldn't wait to get a license to be able to drive to McDonalds or hang out at the mall at their leisure. Kids are getting their freedom from WIFI... not cars.
      AJ
      • 2 Years Ago
      Use of lego is good. It has universal appeal, maybe even more than cars.
      Big Squid
      • 2 Years Ago
      Automakers have spent the past fifty years engineering the personality and involvement out of cars, making them all completely numb and not that fun to drive. Couple that with more traffic and more oppressive enforcement, and you can see how today's underemployed Starbucks barista is going to be less eager than ever to sign up to sign up for six years of payments just to get a Camry.
      Hazdaz
      • 2 Years Ago
      "How to cure driving apathy among America's youth?" While Legos are awesome and all, maybe the best way to cure youth apathy with driving is to fix our roadsystem that is so potholed, congested and in disrepair that lots of people think spending time inside a car is punishment instead of fun. Kids see the world though their parent's eyes. If all they see is their parents getting pissed off when they drive someplace because some d-bag in a Hummer is clogging up the fast lane, or that minor fender-bender is causing a 2 hour delay, then kids will pick up on that and tend to not see cars in a positive light. Our road network is in a sad state of affairs because apparently spending money on our infrastructure is considered a "socialist" move by certain clueless people. So even someone like me that LOVES cars gets sick of getting beaten up every time I go down a few select torn-up roads because the funds aren't there to make repairs... I rather just not drive at all.
        themanwithsauce
        • 2 Years Ago
        @Hazdaz
        It does get annoying when you're 18 and you go through a few tires a year due to potholes that are unavoidable. I wonder how much higher the cost of owning a car is because of poor road conditions causing increased damage and forcing longer routes. It doesn't seem like much to me now that I have a full time job but just working weekends meant it ate up a lot of money.
      desinerd1
      • 2 Years Ago
      How to cure driving apathy among America's youth? three words - SELF DRIVING CARS
        Hazdaz
        • 2 Years Ago
        @desinerd1
        To CURE it to ERADICATE it? Self driving cars will be the death of car enthusiasm and car culture.
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