46% of 18-24 drivers would choose internet access over their car (NYT 2012). Wait, how is that a choice? And what does the internet have to do with car ownership anyway? Adapted from a presentation at Kain Automotive (kaintraining.com), I explore why exactly millennials aren't enamored with the ideal of cars--and how car dealerships and brands can change their mind. Feel free to tweet me with questions (@LindseyKirchoff) or email [email protected] Enjoy!
Buying Your First Car: Everything You Need to Know!Smart Dealership
OK, but how else do I engagemillennials BEFORE they come to my dealership?
Use the Surrounding Millennial Community: Get their online data directly, stay in touch Graduation Class of 2013 New Job Moving
Use the Surrounding Millennial Community: Hire Millennial Writers/Sales People
Millennials at the Dealership
Over half of millennials consider negotiations with acar salesman more painful than a trip to thedentist. AutoNews 2012
52% millennials whovehad a bad experience witha dealer never considerbuying that brand again Deloitte 2011
EDUCATE, THEN SELL.
DO Start courting process online Know comparative data Focus on features, not sales Woo Parents/Friends Follow-up ASAP Auto News 2012
DO DONT Start courting process Haggle online Contradict Know comparative online/comparative data data Focus on features, Rely on brand not sales loyalty Woo Parents/Friends Follow-up ASAP Auto News 2012
Features Were Looking For 59% prefer hybrids Gas mileage Long-term value Time 2012
Seal the Deal Messaging Will having a car make me more attractive to employers?
Seal the Deal MessagingWill buying a carnow save me moneyin the long term?
Seal the Deal Messaging What experiences can you only have with a car?Music festivals, road trips, surprise visits, long-distance relation/friendships>Having a car helps me maintain the relationships I have online.
Seal the Deal Messaginghttp://www.youtube.com/watch?v=-xznLjEdrzg
WHERE DO WE GO FROM HERE?
My Story 1 car per house My car has great mileage, is fully paid forand sitting in my driveway in my hometown. I cant find a place for it in my new life in the city.
GENERATION Y IS THE MOST MOBILE GENERATION EVER.UrbanLand
One-third ofpeople in their20s move to anew residenceevery year.
Ideal Dealership Get a car when you get a house Shorter leases Trade-in by location Group ownership