The Death of the Limo

For many years the stretched limousine was the epitome of American style opulence. Their symbolic might was so strong that actors, musicians and business people alike could not be pictured without getting in or out of one. These pictures would subsequently be used by the press to concoct a profile of the individual as sophisticated or scandalous. Regardless of the context, the limo (as they are affectionately known) was always there. Yet now, in the year 2021, their existence seems antiquated and almost obsolete. How has this once iconic vehicle fallen out of fashion?

Limousines (a car with a partition between the driver and passenger) have been in use since the 1700s, yet the first stretched iteration was created in Arkansas in 1928. Early limos were quickly inducted into the world of showbiz as they were often used to ferry big bands, like the Glen Miller Orchestra, around the nation’s concert halls. Manufacturers like Lincoln and Cadillac subsequently placed greater emphasis on style and comfort, opting for plush leather interiors and tinted windows that enticed the celebrity class.

Limos became an essential aspect of modern fame. They could provide a celebrity and their entourage with a glamorous entrance anywhere and a hassle-free exit when escaping the pestering paparazzi. The presence of limousines in TV and film over the years seared the vehicle into the public consciousness. I can recall an early memory of watching Snoop Dogg and Justin Timberblake cruising around Las Vegas in the music video for their hit ‘Signs’. The enduring memory for me was the image of Snoop lounging on a stretched white limousine surrounded by glaring Vegas advertisements. It was a picture of American extravagance and I was impressed.

In a very American way, the limo experience soon became available to all for a price. This inevitably led to an explosion of limo-to-rent services across the globe. For the owner, it was an investment that would more than pay for itself in the long run. For the passenger it was a chance to add a touch of flair and glamour to any occasion. Everyone can recall an anecdote where they were sat on questionably sticky seats and feeling slightly nauseous in the back of a rented limo. I certainly can.

Yet the sharp economic plummet of the 2008 financial crisis signalled the beginning of the end for the limo. Businesses of all stripes disappeared seemingly overnight as a direct response to the credit crunch. This in turn meant that the main pool of limo users suddenly dried up. Public demand also waned as a result of the crash. Rising unemployment and government-imposed austerity regimes meant that the renting of a limo became an unnecessary expense in a time of hardship.

The limo’s fortunes have not fared well despite 13 years passing since the crash. A litany of economic, social and cultural factors continued to condemn the limo to the annals of history. The emergence of UBER and other ride-hailing firms at the beginning of the 2010s made a profound impact on the way we get from A to B. Hired cab journeys became cheaper and more available, and crucially they were easier than ever to order. This efficiency stood in stark contrast to expensive limos, which were only acquired after an arduous booking procedure. Although many have rightly decried the drawbacks of ride-hailing firms, they have no doubt shown that we value speed and spontaneity more than ever.

Ride hailing firm’s executive options offer another insight into the limo’s decline. Choose the UBER exec option and you will eventually be greeted by a sleek BMW or Audi rather than a stretched Hummer Limo. Although the move away from these cumbersome beasts seems grounded in logic, they take up unnecessary space on already congested roads; it also reflects a change in stylistic preference. The beefed-up stretched limos complete with tacky interior design now seem too obvious in our era of Instagram aesthetics. Instead, they have become a symbol of more garish and perhaps fun-loving times.

Finally, it is impossible to ignore the impact of the looming climate crisis. As the climate crisis began to influence the international political agenda, governments around the world started to enact eco-friendly measures in response. Fuel tariffs and urban congestion charges, which became legislative staples, have had a limiting effect on limo usage worldwide. Considering most limousines are inefficient and, worse still, diesel consuming they did not stand much of a chance against the wave of environmental regulation. The current trajectory of the climate crisis suggests that this trend is due to continue, effectively denying limos a reprieve.

It has become harder and harder to justify the existence of the limo, not least because of the factors discussed above. We have moved away from the imported American idea that bigger is better in our never-ending search for efficiency. To a large extent, this is a good thing. They are pollutive and take up a potentially dangerous amount of room on roads. Although they are incongruous with our current concerns, we should not forget the good times. The dizzying excitement of a trip to a TGI Friday’s for a friend’s 12th birthday will stay with me forever and the limo had the starring role in that treasured memory.