April 29, 2015
Greg Gardner

Millennials, that enigmatic mass of Americans born after 1980, now outnumber their baby boomer parents and grandparent and automakers are trying to stir their car buying passions through their primary communications source -- social media.

Chevrolet, for example, has targeted an arsenal of social media tools to build awareness and sales of its Spark, Sonic, Trax and Cruze models.

"This generation now accounts for one-fourth of all new vehicle sales, and they didn't grow up with many Chevrolets in their driveway," said Steve Majoros, Chevrolet marketing director for cars and crossovers.

But by using Twitter, Instagram, Vine, Tumblr, Snapchat and other emerging platforms, Chevy is finding new ways to reach them and the celebrities, cultural figures or even friends who might influence them in favorable ways about the bowtie brand.

Source
Detroit Free Press