The above quote is from a New York Times story yesterday about how GM has turned to a marketing firm to figure out how to attract young people. Their interest in car ownership, or even in cars, is low and continues to sag, according to surveys.
After the bankruptcy, GM finally got religion and hired MTV’s Scratch, part of the Viacom media network, to figure out how to sell product to young people who basically (see comments on the Times story) don’t want to be sold in anything like the traditional industry ways.
Here’s how these branding geniuses think: To excite sales for the forthcoming 2013 Spark, Chevy created some new “youthful” colors,
aimed at “a 23-year-old who shops at H&M and Target and listens to Wale with Beats headphones,” said Rebecca Waldmeir, a color and trim designer for Chevrolet.
In other words, they want to use brands and stuff that appeal to the young and take their cues from how those items get marketed. This, of course, ignores the real problem: meeting the objections and, in some cases, active dislike many young people have for cars.