Scion, Mercedes and the Battle for Gen-Y Drivers

Scion introduces the 2...

Image by Getty Images via Daylife

There is a nice little post over on YPulse that takes a look at two very different new media approaches to marketing cars to young people.

Scion has been actively targeting youngins for a while now, making appearances in a number of AdultSwim cartoons including “Assy McGee” and “Frisky Dingo.” I guess they weren’t getting what they wanted from that relationship so they are now making their own branded entertainment which can be viewed oven at on their very own branded portal, here.

Their latest series, “The Fists of Oblivion”, features a bunch of Kung Fu puppets. And not a single Scion. Or much in the way of entertainment value – unless you really dig puppets fighting.  It isn’t clear how this will help sell cars.  Even more interersting is that “The Fists of Oblivion” gets exactly one unrelated return on a Google search, so god knows how anyone would even find it if they wanted to.

Meanwhile, Mercedes is taking a more high-minded approach:

“…by inviting an exclusive group of Gen Y consumers to www.generationbenz.com, a password-protected website. MediaPost (reg. required) reports that the site is an attempt to mine the select Gen Y sample for insight towards their “attitudes, lifestyle and brand preferences” through questionnaires, polls and live chats. Ultimately, the company “hopes to get a new group of consumers into the brand and shape the brand for the future.” (via)

Whether either of these campaigns will get young people to buy their cars is tough to gauge but at least Mercedes has a chance of coming away with a bit of useful data

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1 Comment

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One response to “Scion, Mercedes and the Battle for Gen-Y Drivers

  1. Great comment on Gen Y and cars. But here’s the big question: is Gen Y buying cars at the same rate as previous generations of young people?

    Our evidence is ‘No,’ but no one seems to have the data. Especially the so-called “auto analysts” have no clue.

    We do know Gen Y wants trains. But if they don’t want cars, then the whole auto industry will go in decline (pretty much like it is).

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