MarketingDive

By Robert Williams

The group has become a key demographic for carmakers, which are now opting for virtual launches and AR demonstrations instead of glitzy auto expos of the past.

Car brands are adapting their marketing strategies to reach millennials who now make up the biggest part of the automotive market. To engage those tech-savvy consumers — who in the past decade were notably ambivalent toward car ownership — more automotive marketers are embracing social media and other mobile-powered platforms.

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