Amazon Prime Day 2024

Farago lobbies for Freedom From Choice

That’s the conclusion written by Robert Farago over at The Truth About Cars. He points out how, contrary to popular opinion, the vast majority of consumers share similar likes and dislikes. He illustrates his point with the myriad number of options available to BMW M5 (pictured) buyers. While there are a few us hardy folks (like most Autoblog readers) who would enjoy programming the vehicle’s suspension, shifting, e-tracs, horsepower and gearbox options (there are 279 combinations), the average buyer will either use the default options or seek a less complicated car.
Farago suggests automakers go against the grain and--gasp!--lessen consumer choice of features. This includes designing said features with fewer settings (i.e., heated seats are just On/Off). The consumer will then enjoy driving their car, not be frustrated trying to remember which submenu contains the volume control for the ninth audio speaker in the third row of seating of the "Don’t-Call-It-A-Van" grand tourer/people mover.

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