Our friends from Amy & Pink just posted this Rammstein video of "Mein Herz brennt". There's one sentence in Amy & Pink's article, which made me laugh:
"Etwas, das dein großer Bruder, der jetzt um die 40 ist, hört, wenn er an seine Exfreundin denkt, die ihn wegen Torsten, dem stellvertretenden Filialleiter des lokalen Tengelmanns verlassen hat." (Rough: "Something your 40 years old brother is listening to, when he thinks of his ex-girlfriend — who left him for Torsten, the manager of the local supermarket.")
A moment later the laugh sticked in my throat.
For some time past we are asking different automotive industriy, marketing and media decision makers about the average age of their readers and clients. And without the ability of attesting it — the average age seems to be something between 35 and 50 years. If not even higher. Once again, this is just a gut feeling. But it seems car enthusiasts are at the least 40+.
So – compared to Amy & Pink's article – are (we) car enthusiasts just as the above mentioned old (fashioned) brother? Recapitulating the majority of our meetings we had with the German Auto(motive) Industry recently, I would go so far to say: Yes, we are.
Here are some more interesting details. Sorry for linking to German articles, but I am sure — if you ask a search engine — you'll find similar articles written in your language as well:
- Adolescents prefer smartphones/communities to driving licenses.
- (Maintenance) costs for automobiles are way too expensive.
- Media usage behavior is changing dramatically and irretrievably. Which means: Ads and offers don't reach younger people.
- Brand values are in danger to age (and to die) — as they aren't connected to younger, inspiring (lifestyle) scenes.
- It seems more than a few decision makers don't understand the opportunity of converting a brand into a sender. Which is crucial at the moment.
- Journalists/bloggers mutated into rat racing SEO-bots. But will search engines reach a younger – and much more skeptical – target group?
Ok, there is one (courageous) star in the (media) sky which gives hope, because he is doing a lot of things properly. But what about the rest? And what about the auto industry suppliers? If the trends will prove to be true — will any younger person ever be interested again in the product differences of tires, dampers, wheels? The risk of being buried in oblivion is high.
Dear Auto Industry: Awake – Dein Herz brennt. It's time to roll up your sleeves and get to work. Bethink yourself of your core (brand) values and start communicating — but be aware of all the filters that are installed to avoid annoying advertisement. Please start surpriseing us again — like Tesla does, like Car2Go does. But stop acting that stony.
If you need any help, let us know.