Gen Y—the Next Generation of Car Buyers


teen girl holding driver's license

Connecting with car buyers in their preferred medium of information is key to having your advertising message heard over the din of the competing dealers in your local market. Here are some interesting statistics from the 2011 Deloitte Automotive Generation Y survey that may help you more effectively direct your overall digital marketing strategy:

  • 40 percent of vehicles sold in the next 10 years will be Gen Y car buyers
  • 86 percent of Gen Y car buyers use search engines to shop for vehicles
  • 67 percent of Gen Y car buyers use social media sites to review brand and model information

What exactly does this mean for your dealership?

Your dealership needs to have a presence in the search engines and on social media sites. Gen Y car buyers predominantly use technology (smart phones, tablets, and computers) as the tools to research buying a vehicle over traditional media such as TV, radio, or print. Your dealership needs to employ a strong online digital presence to be where the eyeballs for Gen Y car buyers are looking.

To connect with this generation, you must have a page one presence on search engines like Google, Yahoo, and Bing to get exposure when car buyers are doing keyword searches in your local market to buy a vehicle or get service. IT is also important to have a consistent presence on websites like Youtube and Facebook to ensure that your advertising has the opportunity to reach Gen Y car buyers when they are engaged with social media. Using video on social media sites and in the search results is an effective means of connecting with Gen Y buyers using sight, sound, and motion.



One dealership using Video SEO is Car Pros Kia in Carson California, which is located in Los Angeles County. Car Pros Kia is currently ranked the number two Kia dealer in the nation. Juan Alarcon, GM at Car Pros Kia, says that “We have been using Video SEO to come up on the first page of Google for the most popular search phrases in our market area.” The screenshot shown here is for the search phrase “KIA Forte Long Beach” and shows Car Pros Kia has three videos taking up the first three spots on the top of this first page Google search result. This effectively increases Car Pros Kia’s online market share while reducing competitors’ market share. Start using Video SEO today to increase your online market share!

AJ LeBlanc, is the cofounder of Car-mercial.com and Carbuyersengine.com. For more information, email aleblanc@dealermak.com or visit www.car-mercial.com and www.carbuyersengine.com.

Cody Larson

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