Everyone wants to sell to a younger audience these days. Whatever the product or service might be, all marketing executives will tell you that they are trying to attract more youthful customers.
Some of them are wrong.
There is nothing wrong with trying for a youthful market. Toyota's US experiment with the Scion brand makes a lot of sense for Toyota.
But I'm not convinced that makers of every product have to change their marketing and abandon their core customers just to go after the young.
Western societies are getting older. That segment of our markets is growing rapidly.
Anyone that really wants to be successful should embrace the elderly market with a product that is aimed at their needs and desires.
You don't have to be blatant about features. But there are a lot of them that elderly people will enjoy and appreciate. In fact, older consumers will buy cars that have those features. Easy entry and exit, gauges that are large and easy to read, controls that are large and easy to grasp -- those are features that elderly folks will understand and like.
The trouble is that no automaker is willing to admit that it would be engineering and designing its cars for an older market. In marketing terms, that seems to be a death wish. Every manufacturer is trying to push its typical customer's age lower and lower.
Maybe I'm wrong, but I don't know of a single manufacturer that is trying to create a car for the fastest-growing segment of the market.
Plenty of exciting products are available to the youthful buyer who's interested in a new car. In some cases, the buyer might have to be rich as well.
But I don't know of a single product that is being designed, engineered and marketed to elderly consumers.
Baby boomers are rapidly becoming part of the graying generation. Maybe they deserve a car or cars of their own.