Maybe, just maybe, developing a relationship with GenY buyers is the marketing department’s job. Rather than wasting millions on developing a GenY car, why not focus on a great CPO program? The progression into a brand can successfully start with a great used vehicle, and it might be best for product planners to leave this job to marketing.
The vehicle requirements for my daughter's first car came down to the following partially logical list: First and foremost safety. Second, not enough room for many passengers. This arose out of the fact that most teen accidents are caused by in-vehicle distractions (i.e. friends). Third, dependable. I was not interested in receiving cell phone calls from my daughter with car issues. Fourth, slow, for obvious reasons. And finally, cute. This was a requirement from my wife, but I have to admit that there is a certain amount of fatherly pride that goes along with your daughter’s wheels in LA.
