by Jon LeSage, editor, Used Car Market Reports
University student groups are pressing administrators to divest from fossil fuels – shares of stock in petroleum, coal, and natural gas – from campus endowments. Similar to how students got universities to pull out of South Africa investments over apartheid years ago, and more recently the pressure has been on genocide in Darfur, health effects of tobacco, and handgun violence.
Student campaigns like “Fossil Free UC,” and several similar programs across the country, want University of California to pull the plug on investments in companies supporting fossil fuels over their concerns with global warming and climate change.
These are members of GenY/Millenials – already prone to putting off buying or leasing a car.
They’re not getting their drivers licenses until 20+, in a nation where kids used to get their license on their 16th birthday.
Some of them are interested in taking transit, carpooling, or car sharing – or just staying at home web surfing and gaming.
Marketing green vehicles to college students might be the best way to reach them, along with high school students interested in environmental issues through student groups and classes they’re taking.
So what’s working these days reaching students with marcom messaging and special events?
• Supporting on-campus electric vehicle charging stations with discounts on electric vehicles at your dealership.
• Ride and drive events featuring green vehicles on campus or at car shows promoted on campus.
• Carsharing programs with carsharing providers.
• Remarketing used hybrids, plug-ins, and CNG Civics and pickups to students looking for a good deal.
They’re obviously an important market to reach – this could be a time to build customer loyalty and to educate them on the resources a dealer has to offer.
Los Angeles Times