New automotive occasions are often fairly cringe, filled with pointless pyrotechnics, impassive futurescapes, shameless pandering to “the youth,” or hapless CEO antics. (Bear in mind Elon Musk’s Cybertruck window smash fail? Easier occasions.) So it’s with a point of hesitation that I have to level you to this video from Hyundai as the newest exhibit on this ongoing sequence of “automotive firms current miserable visions of the longer term.”

The video, which was launched yesterday, was meant to disclose the sleek-looking Ioniq 6, Hyundai’s newest electrical car with a 77.4kWh battery and 379 miles of vary. As a substitute we received a smorgasbord of buzzwords — “trashion,” metaverse, NFTs — ideally aimed toward interesting to a youthful demographic, however going about it within the worst potential approach.

Within the video, we’re launched to an artist named Mia who’s placing on a “trashion present.” So relatable! For these not within the know (like me), trashion is the artwork of repurposing waste and recyclable supplies — mainly trash — as style. I’m not against this, however I do query whether or not a trashion artist like Mia can afford a model new electrical car, given the horrific vendor markups we’ve been seeing and the unsustainable a great deal of pupil debt individuals in her demographic are laboring beneath. However I digress.

Mia makes use of her Hyundai Ioniq 6 to traverse the eerily traffic-less panorama searching for bottle tops and tarps she will be able to remodel into clothes and rompers and shit. None of that is significantly objectionable on the floor: Gen Z stand-in with an unclassifiable profession who loves zero-tailpipe emissions! You’ll be able to see how that in all probability provides up within the eyes of the faceless Hyundai execs who greenlit this manufacturing.

However issues shortly take a darkish flip for Mia. It’s revealed that her hectic schedule — Is she self-employed? It appears doubtless, however goes unmentioned — doesn’t enable her sufficient time to take breaks, forcing her to sleep in her automotive.

Hyundai claims the Ioniq 6 is the perfect place for a nap, calling it a “conscious cocoon” for single, younger city professionals. The inside is full of sustainable supplies and dramatic lighting, with 64 colours from which to decide on. The automaker says it was designed to be a “therapeutic area” with its “rest seats” and “pace sync lighting.”

Setting apart whether or not Mia might get away with sleeping in her automotive with out getting slapped with a ticket for vagrancy, the imaginative and prescient of the longer term that’s on show on this video isn’t the idealization of freedom that Hyundai thinks it’s. To me, it conjures up photographs of Uber drivers and different aggrieved gig financial system employees compelled to sleep of their vehicles to make an honest residing. Photos of millennials and Gen Zers being compelled to work lengthy hours in service of “the grind” and different bullshit capitalist ideas.

So with that in thoughts, it ought to come as no shock Mia’s trashion present received’t be an IRL occasion, however relatively within the metaverse. That’s proper: her style ambitions don’t appear to incorporate the design and creation of precise, IRL garments, simply outfits for digital minifigs. Why else would she be doing all that driving?

One other character within the Hyundai video, a “social content material creator” named Joan, straightens her hair utilizing her EV’s many USB plugs as she will get able to livestream in regards to the VR trashion present. Once more, we’re offered with one other “hustling” Gen Zer who doesn’t have time to make use of her personal rest room to arrange — assuming she even has a toilet to make use of.

Like different automotive firms earlier than it, Hyundai sees its newest EV as much less a blunt software to get from level A to level B, however an idealized “area” for an entire panoply of actions. This touches on the notion of what we select to do with our time whereas being pushed to our locations in electrical and autonomous automobiles. And it has sparked a bizarre, little-noticed motion within the expertise and auto industries to redefine cars as social environments on par with our houses and work locations, an area often known as the “third place.”

The idea of the “third place” has been round for many years, however was in all probability greatest articulated by city sociologist Ray Oldenburg in his 1989 e book The Nice Good Place. In it, he wrote that third locations all around the world share widespread and important options.

“The everlasting sameness of the third place overshadows the variations in its outward look and appears unaffected by the extensive variations in cultural attitudes towards the standard gathering place of casual public life,” Oldenburg wrote. “The beer joint wherein the center class American takes no pleasure will be as a lot a 3rd place because the proud Viennese coffeehouse.”

Typical third locations embrace barber outlets, cafes, parks, golf equipment, and even Starbucks. However can vehicles, with their enclosed environments, no mounted location, and calls for on our consideration, be thought of a 3rd place? It’s a reasonably bleak thought, when you think about all of the adverse externalities, like site visitors congestion, air pollution, and demise. However that received’t cease Hyundai from pitching their new EV as a viable third place, full with temper lighting befitting a brand new technology of social media influencers.



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