Have you noticed that everyone is scratching their collective heads on how to sell vehicles to Millennials, and what sort of vehicles they are willing to acquire.
Especially fascinating when established luxury manufacturers start pandering to Millennials with "been there/done that" social media campaigns.
As Boomers progress in maturity and are beyond their years of gathering a multitude of material "things", the focus shifts to Millennials.
We all know that Boomers came of age during the golden years of the automobile in North America. There was a strong sense of freedom attached to the automobile.
Yes...Millennials are the first wave of digital natives, with boomer parents in most cases.
The car has been replaced by a smart device. The smart device for a Millennial is a better equaliser than cars for Boomers (how many SS396 Chevelles were sold compared to the plain vanilla versions?). When it comes to smart devices and technology its fair to say that everyone is going around with an SS396, or Hemi, or a Boss something or other.
Millennials have high performance "technology machines" at their fingertips, where boomers at best had them in the garage, and had to spend considerable time and effort maintaining the high performance cars of the time.
In the meantime everyone in the auto industry is still talking "internet" as if its a novelty, and "social media" as the next big thing. Imagine back in the day asking a boomer if he was familiar with a land line telephone, or the various high performance models from the Detroit 3...the classic "what a dumb question".
If Boomers continued the trend to migrate to suburbia (empowered buy the car) Millennials are renewing the trend toward city centers, and urban living which is less car ownership friendly. Think of this "How many condos are sold in "urban Toronto" without a parking space?"
Most manufacturers have caught on that smaller vehicles have an improved market horizon as the ideal urban mode of transportation, while also understanding that in "wide spaces" the pick up rules.
Perhaps the answers are in front of everyone, hiding in plain sight.