ATW #2232 – Millennials Are Driving Car Sales

September 27th, 2018 at 4:00pm

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Internet Premiere: Thursday, 9/27 @ 4:00pm ET
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Professor Mike Bernacchi, University of Detroit Mercy
Mike Martinez, Automotive News
John McElroy,

The common perception is that millennials don’t want to buy new cars and don’t even want to drive. But Professor Mike Bernacchi at the University of Detroit Mercy, has data that refutes that perception. On this episode of Autoline This Week, he explains how car companies and dealerships should be marketing to millennials.

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One Comment to “ATW #2232 – Millennials Are Driving Car Sales”

  1. R. Bruce Melton, Says:

    John: First, I am at the older end of the “Baby Boomers.” Professor Bernacchi has given me a new perspective and perception of millennials. One thing I have noticed about car salesmen is that they seem to be learning more about the product they are selling. For many years, most car salesmen did not even know anything about their own product.
    However, recently I purchased a new car – Honda Clarity (not particularly noted for it’s styling -or lack of it!) to replace a 2010 Honda Insight (given to my daughter). The salesman, who was in his early 30′s, impressed e on ALL of the features of the Clarity, as well as the technology of the drivetrain. This was very unusual to find a salesman who knew their product. The only equivalent vehicle to the Clarity would be the Chevy Volt, and the new Honda Accord Plug-in Hybrid, which was not approved for the federal tax credit – unlike the Clarity. BTW, I think Honda had to find some way to recover the engineering development cost for the Clarity FCV (Fuel Cell Vehicle), and the platform could easily accommodate a plugin hybrid drivetrain. In any case, the salesman went through pairing my iPhone 8 and the details in selection of the 3 operational modes, associated displays, etc. to operate this vehicle – and I love technology. I had been to 2 other dealers, one appeared to not even care about talking about the Clarity, and the other appeared to just brush me off – probably thought I was a “tire kicker.” NOTE: I paid cash for the car – (I hate payments of any
    kind!). For people who may be technology challenged, the Clarity is an extreme change when compared to conventional cars, and could be intimidating to drive, initially. I was really pleasantly surprised by the salesman – a millennial, himself. In summary, the dealer needs to know their product.