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Automakers Set Eyes on New, Hipper Generation of Car Buyers.
By Sean Wood, Fort Worth Star-Telegram, Texas Knight Ridder/Tribune Business News
May 30--Cadillac wanted to reinvigorate a languishing brand, so in 2002 it launched a "Break Through" campaign at baby boomers behind the beat of Led Zeppelin's Rock And Roll.
The effort to reach younger buyers didn't stop there. Cadillac found a place with Generation X and Generation Y as the Arlington-built Escalade rolled into rap videos and the players parking lots of professional sports teams.
Now Volvo is trying to tap into that rap and video-game culture with two advertisements for its S40 sedan. One features the car in the filming of a rap video. The other shows an S40 being put through its paces in an Xbox road racing game.
The growing affluence of Gen X has Cadillac, Volvo and Mercury -- brands known to appeal to older, more established customers -- branching into younger territory. Other luxury brands, such as Acura, BMW, Infiniti, Lexus and Mercedes, ...
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