TITLE

Ah, sweet mastery of youth

AUTHOR(S)
Parker, Jocelyn
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM17
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the marketing efforts of automakers that targets the under-30 age group in 1999. Automakers aim at the under-30 market for obvious reasons: Catch a buyer early, and maybe win a repeat customer for life. That is why some car companies are trying to make it easier for new buyers to finance or lease vehicles. They also are building programs that help them communicate better with this group. Ford Motor Co., for example, gives new college graduates a $400 cash bonus and ignores the fact they may have been employed or living somewhere for only a short time. Its Credit Drives America program puts Ford Credit financial specialists into 400 high schools nationwide last year.
ACCESSION #
18196784

 

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