“Don’t be ridiculous, young lady. You need something SENSIBLE.” Jamie sat at the kitchen table, her head in her hands. Week 5 of the search for her first car had just dawned, and she was about ready to give in.
Tag: Generation Y
A herd of automotive journalists get led off into a dark room filled with oversized furniture and cheap snacks.
It is where the ritual slaughter of truth takes place. A screen bigger than Wilt Chamberlain’s …. flashes in front of them as discordant music pulses and the beautiful people beam out their irrational exuberance of owning the upcoming 2014 model.
The actors and actresses on the screen are all young, sexy, virile, obscenely joyful, and about as genuine as a thirty-three dollar bill. Which is A-OK for me. Because after the fifteen minutes of corporate infomercials filled with empty code words such as “Value”, “Best In Class”, and “Award Winning”, the head honcho of the press junket let’s me, and everyone else, off the hook with the biggest lie in the car business.
“We believe our core audience will be young people in their 20′s and 30′s.”
Editor’s note: Last year we ran a post from Tova Schreiber on what it was like to learn how to drive at 24. Now she’s back to tell us about having her driver’s license and driving.
I’m sitting at my desk, waiting for students to arrive and thinking about cars. Waking up at 6:00 on a Sunday morning is rarely fun, but I truly love what I do for a living. My fingers are stained from last night’s dye job, and they clutch a tall Styrofoam cup of hot chocolate. Together with a calorie-laden croissant, it’s a breakfast of champions that fuels my discussions as a teacher.
I filled the tank in my brother’s old Focus wagon a few weeks ago, spending what was small fortune to me to repay a favor of his. That car isn’t in great shape, but I borrow it whenever circumstances allow. It takes me to meetings, on errands, and through excursions with my darling nephew. It’s a rare moment that doesn’t see me begging to get behind the wheel, even if I’m only going to be driving for ten minutes.
Last year, I was a scared kitten. It was a few hours before Rosh HaShana and I had to merge onto the interstate for the first time. The driving instructor, a comedic sort, told me I should pray for a sweet new year. I just wanted to survive the freeway.
Zipcar, the leading player in car sharing in North America, is about to be acquired by Avis Budget Group for $500 million in cash. The rental car firm will pay $12.25 per share, a whopping 49 percent premium relative to Zipcar’s closing price on December 31st.
A hot tip from a few friends in my generational cohort, the ones who don’t drive or have any interest in motoring. They all love this ad for the Dodge Dart and encouraged me to check it out.
Here’s a quick example of Gen Y marketing done right, but this isn’t so much to do with the product.
Nostalgia is so last Millennium says Ford. The new Mustang will ditch retro in an attempt to appeal to Generation Y, the folks that do not want to driver their forebears’ cars or dreams. According to the Wall Street Journal, the new Mustang will retain the shark-nosed grille and round headlights, but will “look more like the new Ford Fusion than the current Mustang.”
The car industry has high hopes for the young. Automakers have invested and are investing billions into hybrid and electric vehicle, so far with lackluster success. In the U.S., the take rate of hybrid cars is actually coming down from a 2.78 percent peaklet in 2009. The 0.14 percent market share of EVs is too small to move the plotter’s needle. To recoup the investment, new tech vehicles have to be sold in more meaningful numbers. It is the generation Y that is supposed to set the needle in motion. A study of Deloitte Touche Tohmatsu promises that Generation Y will make a humongous difference.
Generation Y could be the “generation that leads us away from traditional gasoline-powered vehicles,” Craig Giffi, who is in charge of Deloitte’s annual survey of Gen Y auto consumers, told the L.A. Times. The paper summarizes: (Read More…)