Millennials are often portrayed as lazy people who hate cars, but that couldn’t be further from the truth. Millennials are now affecting the classic car market and are about to have a big impact on luxury models.
During the CAR Management Briefing Seminars in Michigan, Audi of America’s director of connected vehicles and data discussed how millennials are changing the automotive industry. Automotive News reports Anupam “Pom” Malhotra said the group – which includes people born between 1981 and 1996 – are a “market pressure that is creating the need to change.”
Part of this change involves going high-tech. As Malhotra explained, “The access to information that they have in the rest of their life needs to be there in the car as well.” Audi is embracing this trend and many of its recent models are connected and have semi-autonomous driving technology.
The Q3, in particular, has been designed to appeal to millennials. While it’s not as advanced as the A8, the crossover comes with a digital instrument cluster as well as an 8.8- or 10.1 inch infotainment system. Other high-tech features include voice control technology, internet connectivity and an assortment of driver assistance systems.
Cars won’t be the only thing that changes to appeal to millennials as Malhotra said the whole buying experience has to become more “comfortable and convenient” and a “lot more mobile.” A number of companies have already tried to streamline the car buying process and Hyundai ‘s Shopper Assurance program allows potential customers to take a test drive without ever visiting a dealership.
The importance of millennials is growing as data from Experian shows the age group is now responsible for 29.7 percent of the new cars sold in North America. That number continues to grow and automakers will need to change with the times.