Targeting Gen Y? Here’s an idea; keep it real!

The following 4 headlines in Automotive News have bothered us all week: (1) Scion’s Dilemma: Be hip – but avoid mainstream, (2) When you’re hustling Gen Y, it’s gotta be hip, (3) What youth marketing experts say about Scion, and of course (4) Are you hip enough?

Forgive us for pointing out the obvious (although one article hints at this as well,) but the life cycles of vehicles are far longer than that of clothing lines, and as such trying to become what’s “hip” in the minds of youth today seems like a recipe for disaster. Instead, we have a be ...