For a car dealer, competition can be tough, and the trick to creating brand and business loyalty is to lure in the next generation. Many have tried to produce interesting ads featuring hip-hop music, computer graphics, and cutting-edge humor, but they have found that that really isn’t enough to pull in the generation known as the “millennials.” This demographic has been notoriously hard to reach, and television advertising to the younger buyer is nearly a moot point in the age of DVR recordings, YouTube, and Netflix.
The age group’s importance to auto sellers is also compounded by the fact that they have much less interest in driving than those in previous generations. However, there are still recent high school and college grads that are ready to become proud owners of their first vehicles that are not registered to Mom and Dad. So, how can a car dealer cater to these new consumers? Here are a few things that vehicle sellers can do to maximize their sales to young adults:
1. Recognize The Extent Of Their Smartphone Dependence
Young adults these days use their smartphones as electronic guides to the world. Why wouldn’t they? After all, they don’t really know life any differently. This demographic relies on their phone, or better yet, the Internet, to get directions to the dealership, find reviews, get showroom hours, and browse inventory. Therefore, the savvy car dealer will ensure that he or she has an updated and informative, mobile-friendly website, and perhaps even a mobile app.
2. Respect The Fact That They Have Already Done Their Research
Many vehicle salespeople get frustrated when attempting to pitch various automobile models to college-aged clients. Younger drivers already spend countless hours researching each automobile online to see if all their standards are met. After doing their homework, most of the adults in this age group visit the car dealer after their choices have already been narrowed down to one or two models.
3. Get Straight To The Point Without Gimmicks
Many millennials already have quotes from up to four competing sellers at the time that they walk through the door of a dealership. In this day and age, many younger auto buyers realize that they have the power and opportunity to leave a seller as soon as they hear something that they don’t want to hear.
Google’s statistics have shown that most adults in their early twenties tend to visit an average of 25 websites before they decide to purchase an automobile. This only reinforces the idea that an informative website is crucial for modern-day marketing. Auto sellers should also take note that young adults prefer quick responses to any online inquiries that they send through the seller’s website. Many young consumers wish to hear from the business immediately, not after several hours or days.
Hopefully, each neighborhood car dealer will eventually understand these modern ideas so they may earn the business of the next generation of consumers. Just like any other industry, automobile sellers will have to research the methods used by younger customers to shop for vehicles, and incorporate what they find into unique ways to market to that audience.