Honda Snubs Baby Boomers for Gen Xers
Auto advertising seems to be aimed at one of two groups: baby boomers trying to recapture their youth or "Gen Y," the twenty-somethings Scion was shooting for– and missed. Honda has decided to split the difference and target Generation X to reinvigorate sales of their [new] Accord. Advertising Age [sub] reports Honda wants to lower the median age of Accord buyers from its current 54 to somewhere between 30 and 44-years. Only Gen X buyers aren't as "inspired" to own a Honda because they perceive the brand's current products to be too fuddy duddy. So Honda's largest ever ad spend on a single model will tempt Gen X buyers with ads embodying a more "emotional appeal." Whether Honda's PC patrol– which nixed the marketing department's idea to sell the Accord hybrid as a performance car– will loosen-up sufficiently to let the ad guys draw on Honda's Hooners and Tunerz heritage remains to be seen.