menu

(NY Auto Show) Thoughts On Capturing Young Car Buyers

(NY Auto Show) Thoughts On Capturing Young Car Buyers
Advertising

With all of Gen Y becoming car buying age this year, automakers are keen to better communications and offer unique vehicles to this large age group.

Dave Pinter, PSFK
  • 30 march 2010

One area automakers are keen on improving is communicating and appealing to young buyers. There is realization that Gen X and Gen Y’ers are moving into their prime earning years. The question of what steps automakers were taking to appeal to younger buyers was posed to a manufacturers panel this morning at the NY Automotive Forum.

Mark Barnes, COO of Volkswagen Group of America noted that VW already had the perception of being a ‘youth’ brand. He said their recent ‘Punch Dub’ campaign has been built towards attracting younger customers and new families. He also noted the company has been experimenting with alternative media for vehicle releases. The latest GTI was introduced through an iPhone application.

Jim Lentz, President and COO of Toyota USA pointed out differences in approach with the companies’ brands. Toyota has relied on traditional media to promote models like the Corolla S, a strong seller to younger buyers. Scion represents the complete opposite and takes more risks. The brand has a history of event-based marketing and non-traditional advertising.

John Mendel, Executive Vice President – Automotive Sales for American Honda described the strategy as varying by vehicle line. Mendel commented on Honda’s experience with social media saying there are perils. Keeping control of a message can be difficult when it is built around a social media campaign.

Jim O’Donnell, President of BMW North America said the introduction of the Series 1 was aimed at drawing younger buyers to BMW. He said that new models are on the horizon including a lower cost, fuel-efficient front wheel drive model as another entry point to BMW ownership.

Advertising
Trending

Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Today

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Today

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports

Trending

Get PSFK's Latest Report: Future of Advertising

See All
Retail Today

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors

PURPLELIST EXPERTS

Julius Marchwicki

Auto, Mobile, Product Strategy, Digital, Inventor

Automotive Today

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Today

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Today

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Today

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Today

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Today

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Today

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Today

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Advertising Today

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Today

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Today

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.