Resources - Mature Market Headlines

Auto makers aim for baby boomers — and their kids

The Wall Street Journal, 7/2/07

Abstract:

What do you call millions of baby boomers wrestlers with their midlife crises? The world's biggest cliche? OK. But we are also a high marketing opportunity.

Not so long ago, the big question in the auto business was, what do young consumers want?...There's just one catch with targeting cars at the young. The young, often, don't have much money. Older people usually do.

Right now a huge cohort of Americans — around 53 million strong — is entering the stage of life when the kids are grown, the career has peaked, and the freedom to make a few selfish choices is colliding with anxiety that the time to enjoy these indulgences is growing short. At the same time, another 66 million Americans are heading into their 20s and 30s, and looking to buy their first new cars.

This has automobile product strategists and marketers talking about how to connect with both the "millennial" generation AND the — how should we say it? — mature buyer.

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