Elle Magazine and Chrysler have joined forces to present an online series of vignettes featuring successful young Americans “New American Success Stories, ” which demonstrates the auto industry’s ongoing efforts to connect with millennial consumers in their native habitat (digital).
Online content plays a seminal role in today’s path to purchase, according to L2’s Digital IQ Index: Auto, with four in five prospective car buyers researching vehicles online. With 73% of total time spent shopping for a new vehicle occurring online, it’s no surprise the auto industry is one of the U.S.’s biggest spenders in digital advertising.
In these efforts, millennials remain an important demographic to court. Despite the proliferation of apps and services such as Uber and Zipcar, studies find that millennials accounted for 23% of new vehicle sales last year. Over 3/4 of the generation plans to purchase or lease a vehicle in the next five years, and when they prepare to do so, they will be headingto their laptops before the dealership.