Everywhere you go, you read or hear about a minority that is about to become a majority in America.
No, I'm not talking about the problem with illegal immigrants.
I'm talking about the explosion of baby boomers who are no longer babies.
Every week, millions of consumers are entering their 60s.
It won't be long before they, those folks over 60, become the majority of consumers in this country.
The biggest problem with the baby boomers and the automobile industry is that everyone in the industry remembers and still believes an old wives' tale: "You can sell a young man's car to an old man, but you can't sell an old man's car to an old man."
That saying was wrong when it was hatched, and it's still wrong.
A smart designer and an equally smart engineer are going to develop a car - in fact, a line of cars - that appeal specifically to those baby boomers.
Some automaker must understand that not everyone will be able to attract younger and younger customers. Before long, automakers will exhaust that market.
A couple of brands are perfect choices for the aging boomer buyer. Buick already has a high degree of loyalty among older General Motors buyers, and Lincoln seems to have the same loyalty among Ford Motor Co. buyers.
But both brands, along with the entire automobile market, seem completely comfortable in abandoning that potentially lucrative market.
Sure, everyone loves young car buyers and the products that intrigue them. But there is going to be a huge potential market as boomers age, and everyone is ignoring it.
Products can and should be developed for this aging population in America. Whether it is easier egress and exit from vehicles, larger and easier-to-use instruments and knobs, or a softer ride, no brand seems interested in appealing to that huge market.
It's interesting that Volvo displayed a concept car a couple years ago that was designed by and for women. Perhaps Lincoln or Buick could do the same with boomers.
The first brand that develops a line of cars for that new market will probably reap the benefits. We'll just have to wait and see.