OEMS Find that Green Sells Cars to Millennials

To those mar­keters fret­ting over how they will appeal to Mil­len­ni­als, don’t wor­ry yet. It’s not a mat­ter of whether or not your brand is inter­est­ing now; it’s a mat­ter of whether or not it will make sense lat­er.

Cus­tomized Mar­ket­ing Is Key

More than any oth­er gen­er­a­tion, Mil­len­ni­als val­ue their indi­vid­u­al­i­ty. There­fore, a gener­ic brand mes­sage across all media is not going to make any lee­way. The mes­sage must be cus­tomized to reflect their inter­ests.

Automak­ers such as Hon­da and Chevy have appealed to Mil­len­ni­als by vamp­ing up their green efforts, pro­duc­ing the Civic Hybrid (already a high sell­er among the demo­graph­ic) and the Volt, respec­tive­ly.

Price Is Sig­nif­i­cant In More Ways Than One

Inter­est­ing­ly enough, the afore­men­tioned AutoTrader.com study found that a gen­er­a­tion often char­ac­ter­ized as spoiled and self-absorbed is very price-con­scious. More than 80% of the Mil­len­ni­als sur­veyed who didn’t have a car point­ed to price as the main com­po­nent for not own­ing one.

Why is this sig­nif­i­cant? It proves that Mil­len­ni­als aren’t afraid to go against the grain. Where­as pre­vi­ous gen­er­a­tions went through life’s motions because it was expect­ed of them (re: The Amer­i­can Dream), Gen­er­a­tion Y does what makes sense for them in the moment.

Read the entire arti­cle by Bill McK­eve­ny, VP of brand devel­op­ment at Con­ver­sa­tion.



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