Cars For Sale Blog 5 Reasons Why 6-Year-Olds are Affecting Future Car Design
Jim Marinelli 
This is a guest post by Jim Marinelli. Allen is a freelance writer for Napleton Chrysler Jeep Dodge. As a Chicagoland Jeep dealer, Napleton is able to offer a great selection of Jeeps at very competitive prices. “Kids say the darndest things,” claimed a popular TV talk show host from the past. And according to a recent broadcast on National Public Radio by Sonari Glinton of NPR News, not only are kids still saying things, the marketing folks for major carmakers are beginning to listen carefully. It’s all part of a fairly new marketing plan to design cars that will be desirable to a future generation of car buyers. Based on the NPR report, hosted by Mary Louise Kelly, here are 5 reasons why a 6-year-old has a say in what kind of car he or she might be driving one day. 1. Kids are observant
In the process of interviewing two young girls about cars, Glinton both demonstrates and explains that, “children pay close attention to the very specific features they want in cars, and to car brands.” During the interview one of the girls expressed her preference for Chevy and OnStar technology, while the other said she hoped to buy a Cadillac one day because, “they have a good speed to me and they have a good ride.” As Ms. Kelly pointed out at the top of the piece, most young kids are “paying more attention to the cars they’re riding in than you might expect.” 2. Kids give unbiased opinions
Although the idea that young children tend to give more honest and direct answers to questions was not directly discussed in the interview, the answers the children gave were very illustrative of this unbiased behavior. As further proof of this notion, Ms. Jessica Caldwell, an analyst for Edmonds.com, which offers car reviews and car buying advice, said in the interview that, “car companies actively seek the advice of young people, very young people.” 3. Kids are impressionable
From ads for toys and breakfast cereals to Toyota commercials in which a young boy proclaims that, “Just because you’re a parent, doesn’t mean you have to be lame,” marketers have known for a long time that kids form impressions early on. And those impressions can stay with them. As Eric Carlson, head of Group Marketing for Volkswagen, says in the NPR interview, “It’s about design. It’s about branding. It’s about looking good on the street. You know, a bright red GTI is going to have impact on even a kid in kindergarten. Such that it plants the seed. When I grow up, I want one of those.” 4. Kids are accessible
Unlike adults who tend to be more guarded when it comes to participating in focus groups, kids are quite open and accessible. Although this concept was not directly addressed in the interview, speaking about the marketing practices of car companies in reaching a younger demographic, Ms. Caldwell stated the following. “So you go to different schools, different demographics, and just talk to the kids, see what they’re interested in. You know, you bring a few prototypes by, see what they like, what they don’t like.” Just how car companies are gaining access to elementary school classrooms was not discussed in the broadcast, although it would be interesting to know what, if anything the schools gain by allowing such access. 5. Kids are the car buyers of tomorrow
Another issue not touched on in the interview is the high-stakes nature of the automobile market. As each company vies for greater market share, they are exploring new ways to reach and influence a younger demographic. In the interview Mr. Glinton states that, according to TrueCar.com, “the brands with the highest concentration of Generation Y buyers---that’s 18 to 27-year-olds---are Scion, Mitsubishi, Mazda, Nissan and Volkswagen.” Glinton goes on to say that, “in order to know what an 18-year-old five or ten years from now might want, these companies need to know what school children want right now.”
Tags: • new ways • talk show • car design • car buyers • future car • car reviews • focus groups • car companies • buying advice • marketing plan • young children • freelance writer • future generation • chrysler jeep dodge • elementary school •
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5 Reasons Why 6-Year-Olds are Affecting Future Car Design
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