Report on the Collector Car Market - Part 3 - The "ANALOG REVOLUTION"


According to J. Walter Thompson Research, many items replaced by digital counterparts are being rediscovered by those who never experienced the "original" analog version and now want to, along with those who did and now want to preserve them. No doubt, today's digital world makes much of our lives faster, easier and more organized but analog gave much of our life a true sense of "feeling"...

Ironically, Thompson reported those who mainly yearn for an

analog option are under the age of 35. This is the same generation who never used a television with a manual tuner, a rotary phone, or ever felt the simple sensation or sound of a switch clicking from off to on. Furthermore, this trend is virtually universal throughout the world and across many cultures. The result is many are clamoring to experience "out-of-date" analog versions now excluded from their digital world.

According to the report, while Digital is convenient, the more we embrace it, the greater the "emotional void" of interacting with a physical object. 

“People are fetishizing the physical and the tactile. It’s not that we’re abandoning digital—far from it. But as we buy more apps, e-books and downloads, and as digital screens become our default interface with the world, we seem to increasingly seek out physical objects and experiences of so many physical things into intangible formats. For consumers, these responses coexist with their embrace of tech-centric lifestyles; indeed, the stronger that embrace, the stronger the urge to experience the polar opposite."  
JWT Report-Embracing Analog
People have long had a fondness for connections that speak to older ways of living; of easier, less complicated times. Today, objects that hearken back to simpler times strike an especially strong chord. Some have embraced the “heritage” movement, a “nostalgia-tinged" societal turn toward objects that last, smolder with individuality and are well-made.

The Quest for Originality:
Adopting items someone no longer has a true need for (wristwatches, stationery, etc.) conveys the originality. According to Thompson, 64% of Millennials said they’d be interested in buying now-obsolete goods as collector’s items, followed by 51% of Gen X'ers.  

To Have & To Hold:
Physical artifacts can be keepsakes, identity markers or status symbols. We can touch and smell them. They can be limited-edition, rare or one-of-a-kind, collected, shared, framed, proudly displayed and nicely wrapped. The majority of those surveyed said physical objects also have a longevity that digital objects lack.  

Missing Physical Things: 
Advances in technology may someday render many familiar items obsolete. When asked which items they would “miss a lot” if they were to go away, survey respondents cited books, cash and mail among the top three. 

My own experience reinforced the existence and power of this trend. It occurred during a recent gathering of College students at my home. After exchanging hello's, they trotted off to the Family room with plans to experience a new electronic game and challenge each other in a lively "battle". Much to my surprise, a fair amount of time had passed yet there were no "Battlewhatever" sounds emanating from the speaker system. 

Wondering if they might be experiencing some technical issue, I decided to check in on them. There on the coffee table was the portable typewriter that belonged to my Mother. It had been removed from the shelf and was now surrounded by all. 

"Tell us about the typewriter", they said. "How does it work?" After a brief description, one of them reached out to the keyboard and gently pressed downward. Nothing happened. Another key chosen. Again nothing happened.

"You have to press harder," I said. "CLICK" was followed by an instant recoil as the young lady who pressed the key was sure she had broken it. After assuring her she had done no damage, I grabbed some paper, showed them how to load it and typed "Hello". 

The look on their faces was priceless, but not nearly as good as after I swung the typewriter back encouraging her to try again. Reaching the end of the sentence, the customary "DING!" rang out and the carriage snapped back. Let's just say the reaction was better than her first viewing of "Friday the 13th".

Because virtually every component of your Classic is analog, from top to bottom. The numerous sensations of operating and driving a Classic can't be experienced on any Digital device, period. Neither can the distinct aroma of a properly aged interior or the faint odors of grease, gas, and rubber. The entire analog movement is tightly related to the very same reasons we are all so passionate about our Classics.


The next generation of caretakers are far more likely to connect to our Classics digitally before they connect with them physically. Unfortunately, most current owners are not focused on making these Digital introductions, mostly because there hasn't been any way to do that. But there is now. It's called Garagistry.

Every Classic car owner needs to recognize the need to "draw the generational horses in" and the responsibility to create a digital version of their vehicle.  We also need to do what is possible to organize and protect the information we have from loss. 

Our experience is that many owners will be hesitant to take this step. It may be due to a variety of false expectations appearing real (F.E.A.R.) but similar to the once seemingly sacrilegious installation of electronic ignition, disc brakes, or radial tires, once done there are few regrets. The trend to embrace analog tells us the next "caretakers" will expect you have preserved the originality and associated nostalgic qualities of the car you now own, including digital versions. 


Garagistry's Registered Classic Program™ is the best way to
prepare your Classic for Digital discovery. We have developed our service to be the perfect marriage between tradition and technology, a bridge between old and new, but not as a way to eliminate time-honored and traditional record-keeping.

Each Registered vehicle receives it's own repository for every detail, secure document storage, and unlimited photographs.

Unlike other online resources, the documentation you create is secure and private, and is not available to the general public or even other members. Everything is kept in one place, there are no other services to subscribe to or pay for, and your records, photos, and details will not get erased.

For a limited amount of time, you can become a member of Garagistry with no expense or renewal fees and no credit card is required.

Many Classic car owners have also accumulated various items associated with the "analog" movement. 

That old toy, turntable, tape deck, camera or similar item may have significant interest - and value - to this new generation of collectors.