Here’s what purports to be a look at how society’s expanding girth is affecting model manufacture. But really it’s more an exploration of the strained economics within this singular industry.
Crash-test dummies are getting fatter because we are, too
The business of making and selling crash dummies is odd, and not only because it involves faceless mannequins acting as proxies for the mangled and the dead. Dummy makers spend years and millions of dollars developing products that customers profess to admire but decline to buy. Vehicles and drivers have changed dramatically, but the model of dummy used in many government-required crash tests has been around for four decades. The industry sells a mere 200 to 250 dummies in a decent year and generated $111 million in revenue globally in 2016, according to market-research company Technavio.
There are good reasons to use dummies like this. Millions more elderly drivers are on the road now that the baby-boom generation has entered its 70s. They tend to have bigger waists and additional thigh fat, which can allow a seat belt to slide above the pelvis to the soft tissue covering organs. To create a dummy that addresses those issues, Humanetics has spent six years and more than $2 million. “This is our halo dummy, our Corvette,” Beebe says, gesturing to the grandma stand-in. But the company has yet to sell a single one. “We’ve seen some car companies say, ‘We like it,’ but nobody has said, ‘We want to buy one,’ ” O’Connor says.