Scion sales are up over 80% this year when compared with 2004. VW could learn a lot about youth marketing from Toyota Motor and its Scion xA and xB models, which have gone from selling nothing in the summer of 2003 to selling as many as 150,000 cars this year. But considering that VW sales are off by more than 19% so far in 2005, with more than $1 billion in North American losses, it certainly doesn't help that cars like the reintroduced Jetta and Touareg aren't exactly electrifying performers-and are a lot more expensive than the competition. Sure, that automaker's problems aren't specifically rooted in failing to keep up with the fickle tastes of younger buyers. Volkswagen, once the darling of this segment, seems to be falling apart at the seams. A child of the digital age, especially one who's a car nut, can-and will-read every review, parse all the specification data, lurk on every model/manufacturer blog site and then stroll into a dealer armed with brutal, concrete knowledge of not only performance figures but also of option packages, colors, safety features-and probably even dealer incentives (cash a car dealer gets from the manufacturer, not what the buyer gets) and on-hand inventories.īrand managers seem particularly befuddled by the youth buyer.
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Anyone born in 1980 or later knows far more intuitively than, say, this reviewer's father, about how to shop for a car online.
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