General Motors is taking efforts so that the younger market, a/k/a the millennials or the 11- to 30-year-olds that make up a segment that is growing quickly, will get to know its products. GM has launched an event at its Renaissance Center headquarters that will last about a week.
MTV personalities will host a series of seminars that will have experts and young people talking about how this group views cars and how they select brands. These seminars will also discuss their motivations and inspirations.
It’s estimated that 800 GM employees will attend, varying from the engineers and designers to those in marketing. GM said that it would be the first time that it has tasked this many employees to make a single buying demographic aware of its products.
John McFarland, senior manager of global strategic marketing at GM, said that this generation is the largest group that the company has seen. He explained that GM is working to understand this generation as a way for the company to improve its services.
A 2009 study by consulting firm Deloitte said that by 2020, the millennial generation will account for up to 40% of the car-buying market. Some of the sessions are: "Millennials Open for Business: A Look at an Enterprising Generation," and "Beyond Diversity: Millennial Identity."