New Auto Dilemma: Young Consumers Want Their MTV, Not A GTO

New vehicle sales have shown strength in recent months, but automakers have a new worry: Young people who don’t care for cars. Having your own set of wheels used to be a key element of youth culture and independence. Yet today, more young people are living in urban areas, are keenly aware of their environmental impact [...]

New vehicle sales have shown strength in recent months, but automakers have a new worry: Young people who don’t care for cars.

Having your own set of wheels used to be a key element of  youth culture and independence. Yet today, more young people are living in urban areas, are keenly aware of their environmental impact and don’t want to spend their cash on high gas prices. The rise of car sharing programs, like Zipcar (ZIP) and other nonprofit peers also make owning less palatable to many younger consumers.

This morning, the New York Times reported on this growing phenomenon on its front page–and how automakers like General Motors (GM) are fighting back.

It’s a brave new world where young people rather be surfing the web than cruising the streets: 46% of drivers aged 18 to 24 would rather have Internet access than own a car. Nor do auto brands carry as much importance to young consumers, who are more attune to fashion and tech trends.

Yet as the article notes, car companies are doing their best to change this and getting into the mindset of the next generation of buyers via that age-old conduit to young people: Viacom’s (VIAB) MTV. The Times reports that GM has hired MTV consultants to help them connect with a new crop of consumers less interested in owning cars by getting into the mindset of pop culture and changing the corporate strategy to address the way young people are living and how a car can fit more seamlessly into their lifestyles.

Still, only time will tell whether such efforts can make the car cool again.

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