The car isn't what it used to be. Once the ultimate possession, a symbol sought after for its freedom, now owning a car is less a necessity than a questionable investment. Born at the advent of the internet and saddled with an economic recession, an entire generation has discovered itself through experiences on the web, forging its identity via laptops and smartphones, through Facebook, Twitter and Tumblr posts. Slowly, the car is losing its hold as a signifier, opening in arena to new players to talk to the new generation in a new way.