Apparently GM is ripping their hair out trying to figure out how to get hipsters to buy cars. And there's a growing industry panic that young people won't be as obsessed with defining themselves by their wheels as much as their parents were. So far the marketers' strategy for appealing to 20-somethings involves offering cars in different colors. Good luck with that.
Toyota USA President Jim Lentz: "Many young people care more about buying the latest smart phone or gaming console than getting their driver's license." Yeah, they're not buying $20k cars because they bought a $300 PS3 instead. I see.
When the group you're targeting laughs at your marketing material, that isn't intended to be funny, because it's perceived as a bunch of baloney, you've got a long way to go.
Maybe they could, I don't know, start building better products? "Nah, we'll just paint our old stuff lime green, that'll do it."