As emerging markets grow richer, legions of new consumers are clamouring for their first set of wheels.
We've touched upon some of them in this issue, from the first shave to the first set of wheels.
IN 1924 FORD ran an advertisement headlined "His First Car", urging fathers to buy their teenage sons their first set of wheels.
Their theory is that when the time comes for young motorists to buy their first set of wheels, they will choose ones that they got used to driving when they were impecunious sharers.
It could be close to 20m in a decade's time, with another 26m young Americans clamouring for their first set of wheels.Yet the ride is not going to be smooth: it will be more like cruising in a Ford Thunderbird while ignoring a nasty rumble from its mighty V8 engine.
A done deal, and a mother buys a daughter her very first set of wheels.
Automakers severely cut back on their new car stock in the wake of the financial crisis, since no one was buying, which has led to a sellers market now as people now shop around for their first set of wheels.
Often the first set of wheels a kid can afford, it became a vehicle for self-expression, doctored, painted, modified, chopped and trimmed out...
