The Volkswagen is perhaps an illustration of a motor car which is named as a tribal object of the folk; it is curious that its pattern has changed scarcely at all; and in the same way with the new small cars, the design tends to be much more stable than the older cars, larger cars. The citizen of the Electronic Age is a do-it-yourself man, like the citizens of tribal societies. He prefers a car over which he feels a complete control, and which does not enclose him in a kind of boudoir, or living-room space.
Letter to Edward S. Morgan, May 16, 1959, in Letters of Marshall McLuhan (1987), p 254
Year: 1959
Chapter:
Car
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan