Dealers need to change how they advertise and beef up their customer experience to woo younger buyers who act differently than the shoppers that came before them, according to experts from a host of leading media companies.
Speaking Thursday at the J.D. Power Auto Summit in Las Vegas, executives from Spotify, Meta, NBCUniversal and Roku said Gen Z and millennial car shoppers often don't respond as well to traditional advertising because they don't consume TV or radio ads the same way their parents did.
"They're digital natives, they're inherent multitaskers, they're diverse not just ethnically but in their interests as well, they are very frugal and they're allergic to traditional advertising," said Rich Kim, senior manager, vertical marketing at Roku.
Gen Z's proclivity to multitask means that some audio ads work well since they often listen to music as they work out or cook, said Craig Weingarten, category development officer, automotive, Spotify. But he noted that isn't always the case as some of the media content younger shoppers consume comes without adsl.
"As they get into their prime product years, you need to figure out a way that your message lands with them," he said.