Case Study: Carmakers Target Gen Y

1372 Words 6 Pages
Register to read the introduction… You have a car that is aim and targeted at a specific group yet there are restrictions. If this car was intended to aim at a particular generation it would have no effect or bearing on the next. At least in my opinion it wouldn’t. I feel that a loyal consumer is going to be just that as long as they are receiving what they have been getting all along. In addition to an already reputable line in my opinion does not need limits because you are feeding the needs of a totally different consumer. If they are not putting limits on their loyal consumers that have already been set in stone, then why put it on the potential lifetime consumer that are could be building in the process?
4. Research current strategies that Ford and GM are using to cater to this particular market segment.
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It has been shown that fifty one percent of Gen Y buyers prefer Toyotas, so it has taken much change on Ford and GM part in order to stand the weather against all competition. Ford has been using a lot of tactics to attract the Gen Y. For instance with the 2011 Ford Fiesta, marketing at its best targeted toward the Gen Y. A small affordable car that is fuel efficient does the trick every time. It offers cute appearances, fun color options, a quality interior fabric, fun driving dynamics, upscale tech and good fuel economy ratings for the Gen Y. With the push of “Going Green” the push of Hybrid has also helped with attracting Gen Y buyers. Fast selling cars, social media and marketing, and a go green car marketing plan and a 25% of the Ford one billion dollar ad spend on digital media and you have a formula for capturing Generation Y. The Mustang and Ford F-150 as the top sellers amongst many of the Generation Y consumer buyers.

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