According to “Gen Y in the Driver’s Seat,” a study by consulting firm Deloitte, automakers are positioning themselves to jump on Millennial car buyers who today represent 40 percent of the nation’s potential car buying population. The operative word here is “potential,” because people under 30 are buying cars at a slower rate than at almost any other time in history, says David Matathia, director-marketing communications at Hyundai. Nevertheless, Hyundai is going to be visible where it counts as they wait the Millennials out.
Hyundai, via an integrated partnership with AMC’s “The Walking Dead” franchise, plans to be in front of Millennials both on- and off-screen. On-screen, characters in the series travel, escape and complete missions amid a zombie apocalypse in a kiwi green #Hyundai Tucson. Off-screen the brand has brought Comic Con activations to life at New York Comic Con. Hyundai has activated a two-story post-apocalyptic farmhouse booth. Once inside, attendees can get zombified by a special-effects makeup artist before taking part in an interactive photo featuring the latest Hyundai Santa Fe Survival Machine.
Matathia says, “When we first got involved with the show, we realized it was probably going to be a Gen Y male-skewing property, and that this was going to be an opportunity for us to make a good brand impression with these guys early on, so when, and if, the time came that they were ready to jump into the car market, that this could potentially put us up on the list by showing them that we shared a passion with them. Obviously since then the audience has exploded, but that really is still the sweet spot and continues to be a reason why we stick with it.”
C’mon Millennials, why wait to own a Hyundai? Come see us at CardinaleWay Hyundai in Corona, California and test drive a Hyundai today!
Hyundai of Corona
2525 Wardlow Rd.
Corona, California 92882
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