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Here PDL's AE rant of the week www.autoextremist.com

LIVIN’ ON CHANNEL Z.
DateMonday, January 26, 2015 at 08:42AM

By Peter M. De Lorenzo

Detroit. One tidbit to emerge from last week’s NADA convention in San Francisco was a new MTV study that suggested that millennials – aka Generation Y – really do like cars. As Jamie LaReau reported in Automotive News, millennials, according to the MTV study of 3,600 people conducted last spring, actually do like cars and are “aging up into car ownership.”

Apparently the “news” in the study is that millennials are finding that cars are essential in the real world, but that they would like the buying process to be less time consuming and conducted with more clarity – wouldn’t we all? – and that they should have more customization options available that are actually affordable. Other than that, they’re good with cars.

“The insights gleaned from this first auto study show a generation that emphasizes car ownership and the critical role it plays in their day-to-day lives,” said Berj Kazanjian, senior vice president of ad sales research at MTV. “Millennials, like other generations, see car ownership as a way to establish independence, but millennials also see car ownership as a way to craft their unique adult identity.”

Wow, imagine that. After all of the angst and hand-wringing that went into catering to and marketing to millennials, it turns out they’re remarkably very similar to previous generations. Maybe somewhere along the way a few of them discovered that they can’t take a road trip to adventure or to find themselves with Uber. That there’s more to life than just going along for the ride.

Do you have any idea of how many billions of dollars car companies and their ad agencies have spent chasing the millennial mindset over the last decade? I can assure you it’s staggering. Entire car programs were altered; massive advertising campaigns were dissected and nuanced to the very last detail in order to capture the millennials’ attention. And do you have any idea how many faux marketing “geniuses” were made in this business because they insisted that they had “cracked the code” of the millennial mindset, and that they and their companies were about to enjoy untold riches due to their brilliance?
 

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First study of millenials and automobiles? I find that hard to believe.

Apparently the “news” in the study is that millennials are finding that cars are essential in the real world, but that they would like the buying process to be less time consuming and conducted with more clarity – wouldn’t we all? – and that they should have more customization options available that are actually affordable. Other than that, they’re good with cars.

“The insights gleaned from this first auto study show a generation that emphasizes car ownership and the critical role it plays in their day-to-day lives,” said Berj Kazanjian, senior vice president of ad sales research at MTV. “Millennials, like other generations, see car ownership as a way to establish independence, but millennials also see car ownership as a way to craft their unique adult identity.”


"Craft their unique adult identity?" LOL. Someone could've saved big bucks and asked me to write up this study from my office.

Cars have always been identifiers, symbols, even among those who claim no emotional interest in vehicles. Those vehicles of the uninvolved, too, give off signals.
 
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