Riding In Cars With Millennials: How Brands Are Trying to Hook Next Gen Drivers

From car-focused experiences to tech solutions, auto brands are pulling out all the stops to get Millennials behind the wheel...

Let’s get this out of the way first: Millennials are buying cars. The improving economy has decreased underemployment, allowing for more to buy cars and houses, and according to Time,  in 2014, Millennials beat Gen X in overall car sales. Bentley calls Millennials “increasingly important” noting that they’re the “largest potential consumer group today, and their influence is greater than simply the money that they have to spend.” Audi has reported a 23% increase of Millennials buying their vehicles in the past two years. According to a Ypulse’s monthly survey, 71% of 18-33-year-olds report that they personally own/lease an automobile, 52% of 18-33-year-olds say they plan to buy a car in the next one to five years, and 19% plan to buy one in the next year.

But, as they do with almost everything, Millennials approach the car buying process differently, and their motivations for buying a car might not align with previous generations. While Xers might have been thrilled to buy a luxury car to impress their friends, Millennials don’t want to be ostentatious, and the word “luxury”—a go-to marketing term for the auto industry, doesn’t mean the same thing to them. Their buying process is impacted by their tendency to research everything to death online, making them feel like experts by the time the come into a dealership, and their impatience with red tape and antiquated paperwork. In other words, to get this generation, who are proving they do want to drive, behind the wheel, might take some new tactics. Here are four examples of how auto brands are going the distance to rethink car selling, and appeal to the next generation of drivers: 

Taking Them Beyond the…


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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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