Chevy is speaking to younger first-car buyers like never before. “Next Gen Customers are not just car owners, they are also tomorrow’s designers, engineers and innovators,” said Mark Reuss, president, General Motors North America. “This generation expects brands to partner with them, and we need to engage with them at every level of our business.”” Unlike other brands, Chevy is specifically about the business of “partnering” with consumers versus “targeting” them.
Several of Chevy’s high impact vehicles popular with younger buyers include the Sonic RS, Spark and the highly popular concept vehicles the Tru 140S and the Code 130R.
One of the driving forces behind younger consumers is of course “24/7 Connectivity” and Productivity – which is one of the reasons why Chevrolet MyLink was created. MyLink which is featured in the Spark and Sonic, helps them stay connected at a fraction of the price of previous systems.
The Chevrolet Youth Concepts, designed with and for Millennials, serve as an example of how Chevy is engaging the group in the co-creation process. To date, more than 13,000 people have provided feedback on the concepts at global auto shows, through Facebook, and at the annual South by Southwest music, film and interactive conference and festival.
With strong ties to the younger first-time car buyer, Chevy has definitely set themselves apart from their competitors. It’s still a buyers market and consumers are more informed and determined to get what they want. What are you looking for when purchasing a new car? 24/7 Connectivity? Price? Style?