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 HowToMarketToMe@gmail.com. Enjoy!
Text of Why Millennials Arent Buying Cars
WHY MILLENIALS ARENTBUYING CARSAND WHATYOU CAN DO TO FIGHT IT
AGENDA1 Why Millennials Arent Buying Cars2 How This Affects the Car Industry Change their mind: Before and After the3 Dealership4 What the Future Looks Like
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