Rebecca Lindland, founder and consultant, www.rebeccadrives.com, separates millennials into two groups. She spoke to a group of auto dealers at a recent auto show about those minds that carmakers are all trying to get inside of.
“The Trophy Generation” born between 1978 and 1988 were coddled, pampered and protected by “helicopter parents,” Rebecca says. They are image-conscious, motivated and optimistic, embrace diversity, are environmentally conscious and tech savvy. They expect instant gratification and are not responsible for failures (everybody gets a trophy!).
When it comes to vehicles, Trophies value “in-your-face” statement-making design and technology and are open-minded about new brands. Meeting the mark on all of the afore-mentioned factors, Hyundai is tracking good sales to this age group. And it was the first car manufacturer to offer a 5 year/100,000 mile warranty that covers the powertrain, unlimited roadside assistance and a lifetime battery warranty on all its hybrids. (Trophies appreciate and expect a vehicle to quite simply must be “responsible for itself.”)