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Cruise Nationals classic car display
Cruise Nationals classic car display
(Darren McGee/The Globe and Mail)


Car makers face fact that the thrill is gone for the young

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Does anyone under the age of 40 care about cars? I don’t mean care whether the damned thing starts in the morning or how much it costs to fill the tank. Do any of them really have a considered view on the respective merits of Ford over Chrysler? Or if Volkswagen more reliable a brand than Nissan and, given the choice, would they rather own a Porsche or a Ferrari? This is more than armchair whimsy, because in Europe, there are good grounds to believe that real growth in the automotive market has ended, not just this year but for many years to come – and part of the reason is that young people don’t care to own cars.