The mojo of car ownership is lost on millennials
|Jamie LaReau covers auto dealers for Automotive News|
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Take note: The next generation of car buyers, just isn’t that into it.
Nearly half of those aged 18 to 24 say they would choose Internet access over car ownership, according to The New York Times.
So manufacturers must research which designs, engineering and marketing resonate with today’s youth if they’re going to inject any sort of mojo into new-car ownership for the millennial generation.
Likewise, dealers must innovate to connect with these largely disinterested younger buyers.
I find this so surprising because owning a car meant everything to me when I was 21.
I’d graduated from college. I started saving money. After the first visit to a dealership flopped, I bemoaned, in my youthful naivete, that I would never own a car.
Eventually, I bought a new car and proudly displayed it in the driveway at my parents’ house.
That’s right. I lived with my parents and chose car ownership over apartment rental.
So this idea of choosing Internet access over owning a car baffles me.
Granted, when I was that age, the Internet did not widely exist.
But don’t these young people realize they can get Internet access at any corner coffee shop? A car is something special. It’s personal. It’s a mark of accomplishment.
Apparently it’s none of those things to many of the millennial generation.
Makes me wonder if maybe they’ve lost their mojo.
You can reach Jamie LaReau at firstname.lastname@example.org. -- Follow Jamie on