Chrysler is gunning hard for millennial car buyers with their revamped 2013 Dodge Dart and their marketing campaign is a bullseye. With DodgeDartRegistry.com, Chrysler has created a new way for consumers to buy cars based on online crowdsourcing, or having donors pitch in online to raise money. Here’s how the folks at Wieden + Kennedy explain it in their 30 second commercial for the car giant:
While it’s not easy to market cars to a generation growing more apathetic towards them, the stakes are high for auto manufacturers. By 2025, millennials will account for 75% of vehicles purchased. That’s why it’s so exciting to see a company market to millennials the way we want to be marketed to.
Enter The Dodge Dart Registry. The Dodge Dart is one of Chrysler’s first compact sedans in seven years and, according to Forbes’ auto contributor Matthew De Paula, is “arguably the first good small car the company has made in two decades”. Yet, against a tough segment including brand heavyweights like Honda Civic, Dodge Dart sales have been disappointing. They needed to get on the radar and reach millennials. Here’s what they’re doing and why I love it.