In Honda’s latest advertising campaign to launch the redesigned 2011 Odyssey, a younger than usual minivan buyer is the target. In this campaign that ramped up the last week of September, Tom Peyton, senior manager of national advertising at American Honda Motor Co., sees “a great opportunity to sell Odyssey -- and really minivans overall -- to a whole new segment of buyers with this vehicle."
Peyton said that the Odyssey is the first minivan that Generation Y will be buying. He said that the Gen Y is “in their late 20s and early 30s and starting to move into the phase of life which requires minivans."
Honda is anticipating that new new parents from that age group will help boost annual minivan sales to 600,000 by 2012. Last year, fewer than 450,000 minivans were sold in the US, a significant drop from the segment's peak of over 1.3 million in 2000. Honda would also like to hold onto its claim of producing the best-selling minivan in the US.
The Automotive News Data Center said that the Odyssey was the best-seller in 2009 but has dropped into second place this year with sales through September totaling 79,275. It falls behind the Chrysler Town & Country's record of selling 87,493 units.
The Odyssey campaign, which was developed by RPA, a Los Angeles advertising agency, seeks to appeal to new minivan buyers by emphasizing that the Odyssey caters to what young parents want.
Peyton said that unlike past generations, the Gen Y still wants the focus on them even when they get kids and a family. [via autonews - sub. required]