The seven ages of man and motor - 4 August 2006
Shakespeare’s Seven Ages of Man plotted humankind’s key lifestages from cradle to grave – but new research from Yellow Pages directories has identified an alternative set of milestones based on men’s obsession with cars.From affluent ‘Pride and Joy Riders’ to sedate ‘SloMo-toring Swingers’, Yellow Pages’ ‘Seven Ages of Man and Motor’ reveals the key phases a typical male motorist travels through during a lifetime of driving, and the type of cars most likely to be driven at each stage.
The study coincides with the new Yellow Pages TV ad where James Nesbitt’s famously laddish character is seen with changing insurance needs as he faces impending fatherhood and the need to trade in his hot Corvette for a more family-friendly car.
The profiles were developed by psychologist Geoff Beattie after an analysis of feedback from 900 male drivers on their choice of car, accessories and driving style. So how does a typical male driver make his way from from virgin L-plates to leather driving gloves?
Age one: 18 to 24 – YOUNG CRUISERS
Fresh from passing his test, a Cruiser’s hatchback is his second home, as revealed by piles of fast food wrappers and essential in-car accessories like iPods and hands free mobiles. Likely to be found with the windows down and the bass cranked up – the car of choice at this time is a the typical car at this time is a speedy hatch-back such as a Citroen Saxo.
Age two: 25 to 34 - PRIDE AND JOY RIDERS
By this stage in his lifetime’s journey, the single motoring man has money to spend and seeks a quality drive. Leather interiors, alloys and high end speaker systems are an essential part of the motoring experience in preferred vehicular choice. Typically, these drivers own a sports or performance car such as a Mazda RX8 or Audi TT.
Age Three: 25 to 34 - TOT GEAR
When a man settles down into a relationship, his motoring life is likely take a different road, characterised by kids rather than driving kicks. Here, leather interiors make way for sweet wrappers and sticky fingers in MPV’s littered with baby paraphernalia.
Age Four: 35 to 44 - DADDY CABS
Most likely to be found outside the local community centre waiting for the under 10’s disco to finish, Daddy Cab drivers offer a free family taxi service in sensible saloons equipped with with TVs and DVD players to satisfy their demanding customers. Characteristic wheels at this lifestage are medium sized saloon cars like the Ford Mondeo.
Age Five: 45 to 54 - EASY-DOES-IT RIDERS
Cautious motorists with a penchant for travel sweets, these older drivers treat their car purely as a means of getting from A to B and opt for practical, economical hatchbacks like a Toyota Corolla or Ford Focus.
Age Six: 55 to 64 - LAST CHANCE SALOONS
Empty nesters that have rediscovered the joys of motoring and have blown the kids’ inheritance on a leather-upholstered, walnut-clad executive saloon such as a BMW 5 Series or Mercedes E Class.
Age Seven: 65+ - SLOMO-TORING SWINGERS
Inside lane hugging weekend drivers who’ve downsized to a small car with enough room for the golf clubs, despite idolising Bentley driver Terry Wogan. They are most likely to own leather driving gloves, a road atlas and a chamois leather cleaning kit. This group tends to drive a standard small car such as a Citroen C3.
Commenting on the findings, Richard Duggleby, head of external relations at Yell, publisher of Yellow Pages directories, said: “As drivers adapt to each new motoring lifestage the Yellow Pages Insurance Guide can provide a one-stop source for people looking for competitive quotes and cover that best suits their needs.”
Geoff Beattie, Professor at the Department of Psychology, University of Manchester, added: “As we see with James Nesbitt in the Yellow Pages ads, cars mean something different to men at different stages of their lives. These insights allow us to build up a psychological profile of drivers, looking at what motivates them and how they feel about the whole driving experience.”
