Psy-ops built car culture

"Once upon a time, did Americans flock to dealerships out of pure need-or were they herded by subversive forces? Was it free will or predestination? The automobile's rise was a masterclass in what the military would call a psychological operation, a psy-op. In a flash, the "household automobile" became the "personal automobile," thanks to advertising genius that turned utility into aspiration."

"At the heart of this shift was Edward Bernays, Sigmund Freud's nephew and the godfather of modern public relations. Bernays didn't sell cars; he sold dreams, using emotional triggers to link vehicles with individualism, prestige, and progress. His tactics transformed cars from practical tools into must-have symbols of self-expression. Drawing from Uncle Freud, Bernays targeted subconscious desires. Early- and mid-20th century ads were dry, like user manuals highlighting features."

"Early- and mid-20th century ads were dry, like user manuals highlighting features. Bernays led the marketing pivot to allure. Chevrolet's 1950s "See the USA in Your Chevrolet" campaign painted cars as portals to adventure and family memories. Manufacturers introduced annual model updates, rendering last year's ride obsolete, a strategy Bernays tested for GM after Henry Ford dismissed it as sleazy. It worked brilliantly, birthing "planned obsolescence" and embedding perpetual consumption into our culture."

Advertising and public relations converted the household automobile into a personal symbol, converting utility into aspiration and individual expression. Edward Bernays used psychology and emotional appeals to tie vehicles to individualism, prestige, and progress, targeting subconscious desires. Marketing innovations like Chevrolet’s 1950s campaign and annual model updates fostered planned obsolescence and perpetual consumption. These shifts expanded car ownership norms and influenced public policy, steering land use, infrastructure funding, and government subsidies toward car-centric urbanism. The result was a built environment and funding priorities that privilege automobiles, embedding consumer-driven demand into transportation planning and urban development.

Read at Fast Company