Pet ownership in America is well over 50 percent. Nine out of 10 of these owners view their pet as part of the family. As such, dollars spent on traditional pet ownership areas such as food, veterinary needs and boarding have expanded to include things like exercise and travel. For more and more Americans, that trend has grown to include what cars we purchase.
This hit home for me recently when my wife and I began discussing our next automobile purchase or lease. In times past, our decision may have been based on what vehicles provided the best fuel mileage or winter safety in snow and ice conditions. But this year, it was all about what car would be most appropriate for our 10-year-old Labrador retriever, Titus.
Over the years, from time to time, I have written about Titus while examining topics such as the growing cost of owning a pet to the reasons everyone should purchase pet insurance.
Now, Titus has reached an age (like his owners) where he is slowing down. Arthritis in both shoulders, a back operation last year, and just wear and tear from retrieving way too many balls has made it increasingly difficult for our guy to leap into the back of an SUV. It appears we are not alone.
Seventy-seven percent of dog owners say the option of having pet-friendly features available would impact their decision on which vehicle to purchase the next time they are in the market to buy a car. That number increases to 89 percent for millennials.
In a recent 2018 auto trends report published and conducted and published by Google, the internet company found that the average American was 36 times as likely to search for pet-related items like a dog car seat or dog hammocks than the average person in Germany, and 10 times more likely than the average person in Japan.
Back in the day, when you went on a road trip, Fido stayed at the kennel or with friends or relatives. Today, no road trip would be complete without man's best friend tucked safely in the back. Problem is that what constitutes safety for a Chihuahua may not be safe for a 90-pound Rottweiler. Popular wisdom says, "the larger the dog you have, the bigger the car you need."
So, we have an SUV outfitted with a metal grill that sections off the baggage area. The space has been fitted out with a nice dog bed, towels, leashes and Titus' favorite toys. Most dog-friendly cars offer roomy interiors, seats that fold down, and has low ride height so that dogs can get in and out easily.
Who among us can forget Subaru's successful marketing campaign and website for their Forester wagon? It was built around (you guessed it) an aging chocolate Lab, declaring that their car was "dog-tested." Subaru's Dog Tested Facebook page even provided driver's licenses for your pets.
Toyota and Nissan, among others, have also jumped on the band-wagon. Nissan rolled out a new concept car, the "Rogue Dogue," based on its popular Nissan Rogue model. Among canine-oriented amenities offered are: a removable pet partition, secured leash-attachments, padded walls and floors, a 360-degree dog shower and dryer (I kid you not), spill-proof water and food dispensers, slide away loading ramp, a canine first aid packet, storage drawers and waste bags.
Before you get your hopes up, the Rogue Dogue is only a project vehicle and as such is not on the market yet. At some point, if there is enough demand, Nissan might enable dealers to add these features on an aftermarket basis.
As for me, I am hoping that Nissan does roll out the Rogue Dogue by next year. It sounds like the perfect car for our family, that is, if Titus approves.
Bill Schmick is registered as an investment adviser representative and portfolio manager with Berkshire Money Management (BMM), managing over $400 million for investors in the Berkshires. Bill's forecasts and opinions are purely his own. None of the information presented here should be construed as an endorsement of BMM or a solicitation to become a client of BMM. Direct inquiries to Bill at 1-888-232-6072 (toll free) or email him at Bill@afewdollarsmore.com.
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