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