Seniors Offering A New Market Niche
No automotive manufacturer specifically makes and markets vehicles aimed at seniors. That may be a mistake. Drivers over 80 are the fastest growing segment of the driving population, according to the Canada Safety Council. Half of Canadians 65 and older living in a private household still drive.
Many use their vehicles sparingly, mainly to do some personal errands or to get to medical appointments. “I don’t drive much, just to the store and back.” says Julian Destura, a 71-year-old senior living in a Victoria retirement home.
Many seniors, like Destura, try to hang on to their driver’s licence as long as possible to retain their independence. But diminished mobility is a natural consequence of age.
“We see a lot of seniors buying minivans not because they need to transport seven passengers but because it is easy to get in and out,” says Ron Ogden of Jenner Chevrolet in Victoria. He says the Chevy Uplander, at around $20,000, is a popular choice.
Destura agrees. He still drives his 1991 Isuzu Trooper, equipped with running boards, because it is easy for him to get behind the wheel. He says another important feature is the visibility afforded by the higher seating position of a SUV.
Photo by Darren Stone.
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