The study by the company's Global Consumer Insight's Consumer Trend and Marketing team should also help consumers get better products.

"Understanding consumer trends allows us to connect Ford's brands with core consumer values," the study notes.

The key trends Ford identified are: an aging population; changing physiology; a middle-market squeeze and market fragmentation; customization; a youth influence; nanotechnology; "green" action; and safety and security.
 

Ford's thinking on each of these issues and their idea on how to meet the
demands they raise, are:

Aging population: The "new" Matures used to be called Boomers and Ford believes this always demanding group (born between 1946 and 1964) "will see to it" that they will remain "very active and seek to go anywhere and do anything."

Since plus - 50s in North America and Europe control the majority of wealth and savings and account for about half of all current automobile sales, you can bet Ford wants to offer them vehicles they like.

The trick there is to "introduce non - stereotypical, age - compensating products and services that address this group's needs." That means "enhancing their ability to maintain an active lifestyle without marketing 'something for old people.' " In plain English, that means using technology that assists with failing eyesight and slower response times, and shaping vehicles that are easy to get in and out of. After all, no one really wants a car that reminds them that they're getter older.