BROMSGROVE, England, January 13, 2012 /PRNewswire/ --
just-auto has learned that General Motors' Chevrolet division is taking a completely new approach to marketing the brand to young buyers aged 18-30 - the 'millennials'.
Two concept coupes unveiled at the Detroit Show this week are the first results of a new strategy in which youthful potential buyers are invited to be part of the design process and advertising is heavily skewed towards social media.
"While there are similarities between this generation and the one before it, there are also fundamental differences, that are important to understand," GM global director of youth strategy, John McFarland, told the audience before the covers came off the front-drive Tru 140S, which looks like a sleeker reskin of the European Opel Astra GTC sport hatchback with some Lamborghini Countach influence, and the rear-drive Code 130R, a scaled-down Camaro from the rear.
"They literally grew up in a digital age. It's often said that many fail to remember a time before Facebook and their digital identities are inseparable from who they are in their daily lives at home, at school and at work."
Relations and interactions between automaker and this pool of potential buyers need to be different from those employed by marketeers traditionally.
Visit just-auto to read the full article on Chevrolet's new approach to marketing
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