The Silver Tsuanmi is a Car Marketer’s Challenge
Auto marketing executives have forgotten an essential ingredient to their silver tsunami marketing plans.
Even a high powered marketing consulting firm seems to miss this important point.
Boomers will buy two or three cars to fit their wants and needs.
I don’t buy this comment from a Newsweek story.
Now that boomers have learned the inconvenient truth about global warming, they’re ditching their SUVs and lining up to buy the Toyota Prius and crossover utility vehicles that combine the attributes of an SUV in a slimmer, more fuel-efficient package.
I think boomers, the silver tsunami, as a Chrysler executive called the demographic will drive their SUV’s and larger cars less, but they will still own one. Mrs. Tsunami may have a fuel-efficient car to take shopping, or Mr. Tsuanmi may drive a fuel-efficient car to the golf course, but when it comes to driving to the theater, or to a party, or to the restaurant, they will still drive a larger car.
Who wants to get all dressed up and fold into a Prius?
But I think they will also want a “tweener.” A fun car – a sports coupe or convertible or even a Harley – a head turner. The generation that was defined by what they drive still want people to look at what they are driving. Especially us guys who are invisible otherwise.
So 50+digital.com got one thing right: boomers loved muscle cars and sports cars early on. Here’s what the car companies need to realize: they still do. I drive a Dodge Magnum -my first hemi, and my wife drives a Sebring Convertible – our second convertible, and I have the $99 deposit on a Smart Car.
Of all the car manufacturers, I think Chrysler has the best chance of improving market share. The Smart car is late to market, but the Chrysler 300, the Dodge hemis (Charger and Magnum) the Sebring Convertible, Crossfire, will appeal to the silver tsuanmi.
But the PT Cruisers won’t help. Old design, not a headturner.
Us guys still have “dream lists.” The challenge for car makers is to move great concepts from drawing board to showroom.
Don’t forget, car marketers, we can afford those high insurance premiums, traffic tickets, and replacing tires more often from burnouts, more now than when the first muscle cars came out.
“Wants and needs” aside, many Boomers are trying to be socially-conscious consumers. That’s the consumer desire Toyota (and Honda) tap into when they market environmentally clean cars. We might want big cars and SUVs but many are happy to folding themselves into a Prius no matter what the event. I’m one of those.
Hi, thanks for responding.
…your personal experiences shouldn’t be argued to support your theory.
Great article ,very informative and helpful, keep up the great work , thanks