You already know that Oldsmobile is on the ropes, and is slated to disappear from the GM line-up. Many industry pundits believed Pontiac was doomed for a similar fate, so GM decided to make this product line more appealing to younger buyers. (
Marketing Blurb remains puzzled why the US auto industry believes luxury cars are for old folks, and that all other cars should appeal to 20-somethings.) But in any case, Pontiac
decided that sponsoring rock and roll events was one way to catch the attention of a younger crowd. As such, the Pontiac director of marketing launched the Pontiac Garage concert series, which played Times Square, Chicago, and Los Angeles to enthusiastic crowds. According to
Media Post Publications, these efforts helped lower the median age of Pontiac customers by 13 years. In fact, Pontiac is now the highest-rated auto brand among Gen Y consumers (those born between 1981 and 1995) by Harris Interactive,
Marketing Blurb believes this is a rather bold claim, but whatever the hype, Pontiac is clearly attracting a younger buyer.
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