A month into the pandemic, I revealed to our client Kimberley Gardiner, CMO at Mitsubishi North America, that I never owned a car in 33 years. It was embarrassing to admit this to Kimberley as my company MikMak is helping Mitsubishi build consideration for their vehicles. Yet, this was a big purchase and I needed trusted advice as to what I should buy.
COVID changed my, and so many millennials’ perspectives on car ownership. Having wheels that were mine meant the ability to travel to friends and family in other NYC boroughs. It meant freedom to leave NYC. It meant cost savings over the long run, and it meant being able to social distance while traveling.Mitsubishi was kind enough to send me their plug-in hybrid SUV, the Outlander PHEV (plug-in hybrid electric vehicle) to try out. And let me tell you, I’m obsessed with it, but not for the reasons traditionally advertised:
- Apple CarPlay personalized my driving experience
- Reverse camera turned me into a decent driver
- Charging the PHEV made me feel less guilty about my environmental impact
- The PHEV trunk is designed for my transient and communal life choices
My entry into car ownership is certainly unique -- someone from Mitsubishi drove the Outlander PHEV directly to the Airbnb I was staying at. While I experienced this white glove service, my friends who I was co-living with were also researching how to purchase their first cars. Should they lease directly from a dealer or take over someone’s lease? Should they buy from an owner or get a certified pre-owned? Which cars hold their value? What do Consumer Reports or Edmunds say? What are the financing options available? Insurance costs, what?!
As someone who has spent her entire career in eCommerce, the customer journey to buy a car is similar to other high stake purchases like home appliances and real estate.
When it comes to selling cars online, you need your ad targeting, customer segmentation and retargeting ecosystem on lockdown. You need content that nurtures customer segments at every stage of the journey. If you’re trying to reach millennials who have never owned a car before, don’t talk car to us, talk lifestyle to us.
