By on October 14, 2016


Forget Chevrolet’s cringe-inducing launch of the first-generation Spark — this could be the biggest hipster Millennial marketing/branding effort to date.

Naturally, it’s for an affordable car brand, but with a difference: this brand is completely new and its products have yet to be revealed. Lynk & Co, a new subsidiary of Volvo parent company Geely, launches on October 20, Reuters reports, and it’s clear it wants to be every free-spirited young adult’s first car. (Read More…)

By on September 21, 2016

2016 Honda Civic sedan

It’s long past time to put the bike (myth) away.

Outside of certain urban centers, Millennials are cuckoo for cars. Jobs and families and lifestyles, you see. As more members of the youngest car buying cohort show up at dealers looking to sign on the dotted line, their method of payment is evolving, too. (Read More…)

By on July 15, 2016

hipster lyft millennials

Automakers are turning up the wick on drive-sharing investments and slowly transitioning from car manufacturing to providing mobility. That’s likely a good bet, too, considering a recent report from McKinsey Global Institute.

The report, titled “Poorer than their parents? A new perspective on income inequality,” is a stark reminder that the economic situation isn’t as good as it was 10 years ago, let alone compared to the highs of the postwar West.

For starters, 65 or 70 percent of households in the advanced nations studied were “in income segments whose incomes in 2014 were flat or down compared with 2005,” states the report. The United States is one of the countries pulling up that average with 80-percent of households in income segments either flat or falling.

(Read More…)

By on June 20, 2016

VW Golf Harlequin

Volkswagen is rumored to cut some 40-plus models from its worldwide fleet as it ushers in a new era of electrification.

That, Tesla wants you to order something now instead of waiting until later, and millennials are just like the rest of us … after the break.

(Read More…)

By on June 16, 2016


How old do you think the average new car buyer in America is? Go on, take a guess. Based on all of the ridiculous advertising strategies you see lately, you might think that the average new car buyer was a hip, trendy, Generation Y hoopy frood, wearing his beanie to buy organic, fair-trade coffee at the Park Slope Starbucks. (Confession: I went to the Park Slope Starbucks daily during the New York Auto Show this year. Parking was surprisingly easy.)

But no! According to the NADA, the average new car buyer is 51.7 years old, and earns about $80,000 per year. In comparison, the average age of Americans is 36.8 years, and the median income is roughly $50,000. In other words, Baby Boomers are buying all of the new cars right now. There are all sorts of people on the Internet who will tell you why this is a horrible comment on today’s bleak economic landscape (oh, here’s one), but I’m here to tell you that the future of new car sales could be changed with just a bit of clever marketing.

(Read More…)

By on May 29, 2016

Millennial Consumer Scrabble Letters, Image: Optician Training

The nonpartisan Pew Research Center recently published the starkest evidence yet of the issues facing millennials versus those that faced boomers during the same periods of their lives.

Millennials, who are now between 18 and 34 according to the study, are more likely to live at home than any other type of living arrangement due to changing social attitudes and the economy.

(Read More…)

By on May 9, 2016

Chevrolet Small Cars

The official launch of the first-generation Chevrolet Spark played out like a detective in a comedy film who has to go undercover in a high school, all the while clumsily pretending to be hip.  It was an awkward pander to the Millennial first-time car buyer, set to too-carefully chosen music.

With refreshed and updated small car models on their way (or already here), General Motors wants young people to rediscover their often overlooked bottom-rung vehicles, so it left the marketing to experts. (Read More…)

By on April 29, 2016


Acura is turning 30, and to celebrate, it’s turning its attention away from the yuppy Gen-Xers who first discovered the brand to the hopeful, car-buying Millennials of today.

It’s not pandering for vehicle sales, it’s a relationship, see?

Honda’s luxury marque just launched a marketing campaign that seems perfectly designed to lure in the largest-growing segment of car buyers. Called “30 Years Young,” the ad plays up Acura’s status as the leading luxury brand of this age demographic, while stroking the ego of the Millennial buyer. (Read More…)

By on March 17, 2016

2016 Ford Explorer

Millennials are buying Ford SUVs like it’s going out of style, no doubt dismaying the friends who like to lecture people about their lifestyle on Facebook.

That, Chevrolet offers a voyeur package for its full-side pickup, Fiat Chrysler Automobiles grabs a stack of cash with both hands, Mercedes-Benz gives its midsize SUV the AMG treatment, and two more automakers eye the Formula E grid … after the break!

(Read More…)

By on March 4, 2016

New Suckers At The Stock Photo Dealership

Just when you thought you’d read the last article analyzing the vehicle purchasing habits of Millennials, here comes another from Canada’s largest national newspaper, the Globe and Mail.

“Why car companies spend so much time targeting hipsters” is the headline of Jon Cook’s story, which delves into the cringe-inducing ad campaigns automakers have crafted to lure young and hip people into showrooms.

The author touches on some valid marketing points in the piece, then un-ironically introduces people who embody the hipster stereotype to talk about what hipsters like themselves want.

For starters, “hipster” is not interchangeable with “Millennial,” and the tropes that come with hipsterdom do not necessarily resonate across the age spectrum occupied by Millennials (roughly, people born in the 1980s and ’90s).

(Read More…)

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