Brands are trying to hook the next generation of drivers, because, contrary to the popular narrative, Millennial car buyers are currently the “fastest-growing auto retail segment.” They’re outpacing Xers and Boomers in auto loan applications, as well as lease applications.

Brands are trying to hook the next generation of drivers, because, contrary to the popular narrative, Millennial car buyers are currently the “fastest-growing auto retail segment.” They’re outpacing Xers and Boomers in auto loan applications, as well as lease applications. One expert says trust is key to selling cars to Millennial consumers: “‘Guiding them through the online to in-store car shopping experience and providing complete transparency…will help build the connection between the group and dealerships.'” (MediaPost)