The Prius Tribe Ed Welch A couple of years ago, my father purchased a new Toyota Prius. He wasn’t really looking to “go green” but he did want a new toy and better fuel economy. He didn’t realize it at the time – but he was joining the Prius Tribe. According to him, other people (those not owning a Prius) began to relate to him as “one of those people”. He also noticed other Prius owners approaching him (total strangers) and speaking to him as if they had been friends for years. Often, he would park at a restaurant, only to discover, as he was leaving, that someone had parked their Prius beside his. Interestingly and even more amusing - he began to park beside other Prius vehicles in parking lots. While on a road trip with him one day – I noticed him making a comment about every other Prius we saw. Additionally, at least half of our conversation that day was about his Toyota Prius. Talking to him further – he named some friends who also owned one. He even told me stories about these friends and their experience with the Prius. It was interesting to notice the way other people looked at us that day while we were in his Prius. Although I can’t exactly describe how it felt – those people not driving a Prius looked at us differently than those who were driving a Prius. It was as if the non-Prius owners were on the outside looking in and the Prius owners were looking at us like we were “one of them”. Certainly, there was clearly a line of differentiation between our interactions with Prius owners and non-Prius owners. is line was much deeper than simply owning and driving different types of automobiles. Dad never intended to join or even be a part of the Prius tribe. However, as he quickly learned, he did join this tribe and he’ll be a member as long as he owns one.
e Tribes Casebook
page 37