Dude, where’s my car?
The “complicated” relationship between the
automotive industry and Millennials.
[SEXY FRONT COVER ARRIVING ON MONDAY
MORNING]
Dude, where’s my car?
The “complicated” relationship between the automotive industry and Millennials

“If the trends seen in this report become reality, a business based purely
on production and volume sales will fail. Traditional OEMs must become
service-based businesses to thrive.
The Spotify and Netflix generation is as comfortable sharing and
subscribing to their driving options as they are to their entertainment.
Smart players will place equal emphasis on monetising services as they will
innovating their product range.
In almost every sector the 21st Century has seen the manufacturing
giants of the 20th overtaken by nimbler, more forward thinking
competitors. Will Toyota and Ford go the same way as Kodak and Nokia?
Or will they have the courage to balance an increasingly out-dated model
with something fit for the next 100 years?”
Kate Cooper, Chief Strategy Officer, Different Spin and Bloom Worldwide

Foreword
I have a confession.
I am 31 years old and I can’t drive. I don’t
have a car, I don’t have a driving licence.
I’ve never had a driving lesson.
The closest I’ve got is stalling an old
boyfriend’s Golf in a supermarket car
park. Or maybe that time I went go
karting. Or my vast experience playing
Mario Kart 64. Suffice to say, I should not
be allowed behind the wheel.
Now I’m at a stage where I could
comfortably afford to learn to drive, I just
don’t want to. To be honest, the thought
scares me. Maybe I have left it too late
and I’m now too risk averse. But if the
necessity was there I could probably get
over it.
The truth is, I don’t feel the necessity. I
don’t feel like I’m missing out, apart from
the rare occasion when I think it would be
a great idea to go to a safari park. That’s
quite a tricky experience without a car.
Ambivalent as I am about personally
driving, I am equally as passionate about
technology and innovation. I have been
working with amazing clients in the
automotive sector for the last four years
and have been amazed at the
developments in engineering and
technology that have happened in that
short time.
One of the things I wanted to find out was
whether as a millennial I am alone in my
ambivalence to driving and, if not, what
this means for the future of mobility.
Perhaps soon I’ll be able to take a
driverless car to the safari park.
Laura Dinneen, Research and Insight
Partner, Different Spin and Bloom
Worldwide
#DifferentSpin | Dude, where’s my car? | 3

#DifferentSpin
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Contents
Introduction Page 06
Millennials now Page 14
Millennials soon Page 28
Millennials in the future Page 39
What does this mean for automotive? Page 54
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Section one
Introduction
A Different Spin
Methodology
Executive summary
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A Different Spin
Different Spin is an automotive engagement and innovation lab founded by Bloom Worldwide.
We enable traditional players to innovate and new entrants to compete.
We are a heady but dynamic mix of commercial strategists, data geeks, futurologists,
technologists, designers, creatives and producers working across 5 countries.
We provide a different spin on automotive.
different-spin.com // bloomworldwide.com
RETAIL
INNOVATION
ENGAGEMENT
SERVICES
MARCOMS
INNOVATION
PRODUCT &
SERVICE
INNOVATION
STRATEGIC
INNOVATION
EDUCATION &
INSPIRATION
RESEARCH &
INSIGHT
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Methodology
DEFINITIONS
For the purpose of this research we focus on Millennials aged 19-34
years-old in the UK. Some charts in this report include different age
groupings, where the data is from external sources e.g. National
Travel Survey and we have been unable to obtain data in different
formats. All charts are clearly labelled and sourced.
RESEARCH METHODOLOGY
We used a combination of quantitative and qualitative research
approaches to create this report with a total sample size of 33,521.
1. Audience profiling through GlobalWebIndex survey data from a
representative sample of UK internet users.
2. Deep dive research panel of UK Millennials
3. Reevoo Car Buyers Panel survey
4. Analysis of publically available data on driving trends in the UK
Further detail on methodology is provided at the end of the report.
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Methodology
URBAN / RURAL PARTICIPANTS
Within the Millennial segment, we included viewpoints from
both urban, suburban and rural participants. Each research
approach used a representative sample of Millennials across
these three categories, with emphasis placed on urban and
suburban over rural to reflect dwelling trends amongst UK
Millennials in real life.
As expected there were differences in current transport
habits, with more rural and suburban Millennials owning cars
and relying less heavily on public transport or services like
Uber and City Car Club.
However attitudes towards the future of mobility and
technology innovations were less defined between urban and
rural. The low availability of certain services in rural areas
now does not mean there isn’t demand for the future.
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Executive summary
INNOVATION IS KING
So first to answer the BIG question. As the next
generation of car buyers, will Millennials actually
buy cars?
In short YES, but not as we know it.
The Spotify and Netflix generation is as
comfortable sharing and subscribing to their
driving options as they are to their entertainment.
Smart players will place equal emphasis on
monetising services as they will innovating their
product range.
And it’s this that is important for both traditional
OEMs and new entrants to understand. It’s these
nascent trends we’re seeing in the Millennial
generation that tell us where the automotive and
mobility sector is headed.
One thing is clear: innovation is king. If the trends
seen in this report become reality, a business based
purely on production and volume sales will fail.
Traditional OEMs must become service-based
businesses to thrive.
Our goal in openly publishing both this and
upcoming research projects is to accelerate
innovation and change in the automotive industry.
“Peak oil has already happened.”
Nicholas, 33
“In ten years, I believe our
traditional means of transport
will not be used anymore.”
Melanie, 19
#DifferentSpin | Dude, where’s my car? | 10

Executive summary: Millennials now
CAN’T DRIVE, WON’T DRIVE
Many of the Millennials in our study that do hold a
full driving licence choose not to own a car and
rarely drive. There are a number of reasons for this
but primarily it is because they simply don’t need
to.
Millennials in the city are less dependent on driving
because there are more alternatives. They ask
people to give them lifts, they have taxi apps on
their phones and Google Maps in their pockets to
help get around on foot or public transport.
Learning to drive and owning a car is less of a rite
of passage for many Millennials. There are other
things fighting for their money and time, and other
priorities in their lives.
Committing to car ownership is a burden for many
Millennials, who favour financial freedom over
driving freedom. They aren’t comfortable putting
themselves in debt in order to own a car. Of those
that do own cars, many wouldn't change their
lifestyles to own a more expensive or newer model.
“Owning a car used to be a
symbol of freedom. Whilst it still
is, it has definitely also become a
heavyweight financial
burden.” Melissa, 27
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Executive summary: Millennials soon
ACCESS OVER OWNERSHIP
With the rise of car sharing options available to
Millennials living in the city, ownership is not the
only way to drive. For both financial, practical and
environmental reasons (in that order), Millennials
are choosing to experiment with shared ownership
or short-term rental clubs.
Car ownership is becoming less of an aspiration
and less of a norm for Millennials, who are much
more acclimatised to subscription services and
access over ownership. The Spotify and Netflix
generation is as comfortable sharing and
subscribing to their driving options as they are to
their entertainment.
Owning the coolest car on the block is an
aspiration for some Millennials, but this aspiration
is becoming diluted by newer goals in life. Owning
the newest iPhone, starting a business, going
travelling and moving to the city are examples of
goals that take priority over car ownership for
today’s Millennials.
The idea of car ownership is not lost - many
Millennials talk about owning a car in the future -
but there are many other options for mobility
today, which means car ownership can be put off
for now.
“Travel will be more
collaborative, more shared. I
think the focus will be less on full
ownership…younger generations
are less bothered about owning
stuff.” Nicole, 34
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Executive summary: Millennials in the future
SO LAST CENTURY
Throughout the research, we found that
Millennials recognised the need for change and
disruption in the auto industry. They hold a belief
that traditional and long standing brands will have
to innovate and disrupt themselves in order to
survive in a market that is changing rapidly.
When we asked Millennials which brands they
thought would be leading the automotive industry
in 10 years’ time, brands that stood out were: Uber,
Tesla, Google, BMW, Apple and Toyota. In the same
task we asked Millennials to pin the companies
they considered to be the most innovative. The
results were almost exactly the same. It is clear
that a perception of innovation for Millennials
equals long-term success.
Automotives: are you up to the challenge?
“Most journeys are taken by an
individual, making cars a
wasteful use of space and
resources - I'd like to see this
tackled. Perhaps a hybrid of on-
demand single person driverless
vehicles and improved
automated rapid mass
transport.” Khal, 34
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Section two
Millennials now
Daily travel
Car ownership
Car purchasing
Car brands
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How do you travel day-to-day?
Participants were asked to upload photos/images of the modes of
transportation they use to get around on a day-to-day basis.

Millennials now: daily travel routines
PUBLIC TRANSPORT RULES
PUBLIC TRANSPORT IS RELIED ON
Where it’s good and available, Millennials choose
public transport over driving for their daily commute
to work/school.
65% of Millennials favour public or self-powered
transport for their day-to-day travel, compared to
22% who regularly drive or ride their own vehicle.
CAR SHAMING
When they talked about having to drive, Millennials
appeared almost apologetic that they couldn’t walk or
take public transport. They are much prouder of
walking or cycling than they are of driving.
MULTITASKING TRAVELLERS
One of the bonuses of public transport that
Millennials mention is the ability to do other things
when travelling. They talked about being able to use
their phone, watch videos, play games and even
(shocker) get some work done.
Car/van
19%
Bus
18%
Walk/run
16%
Train
13%
Underground
10%
Cycle
8%
Taxi
8%
Uber
5%
Motorbike/
scooter
3%
Figure 1: How do you travel? Hark participants were asked to upload
photos/images of the modes of transportation they use to get around on a
day-to-day basis. Source: Hark by Different Spin. 2015.
PUBLIC TRANSPORT (41%)
SELF-POWERED (24%)
PERSONAL AUTO (22%)
PRIVATE HIRE (13%)
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Millennials now: daily travel routines
MILLENNIALS TAKE FEWER CAR TRIPS
SO OVER CAR TRIPS
Since 1997, the average number of car trips made by
drivers aged 17-29 has fallen by 42%. Now, the
average Millennial drives a car, van or motorcycle
approximately 530 times a year. Trips as a passenger
are also declining, although not at such a dramatic
rate, with 25% fewer journeys being taken now
compared to 1997.
MONEY MONEY MONEY
Participants cite money as the number one reason for
driving less. Millennials say it’s just too darn
expensive to own a car these days, and public
transport is a cheaper and easier option.
Other costs of living and the pressure to pay off
student debts or save for a deposit on a house are
prioritised above paying to drive.
Figure 2: Average number of trips by age, gender and main mode. Trips per person per year,
displaying data for 17-29 year olds. Source: Department for Transport, National Travel
Survey, 2015.
0
100
200
300
400
500
600
700
800
900
1000
1997 2000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Personal auto driver Personal auto passenger
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Millennials now: daily travel routines
CARS ARE USED TO SERVE A PURPOSE
FUNCTION OVER FUN
Most Millennials would rather not drive, but some of
them have to. Those that do drive gave us very
functional reasons for doing so. The top reasons given
included transporting large or heavy objects, carrying
lots of passengers, and travelling to different sites as
part of their job.
THE LAST RESORT
Millennials that do regularly drive do so out of
necessity rather than desire. Country folk talk about
having to drive because local bus services aren't up to
scratch, and others drive because they need to cart
equipment around.
“Freedom for me would be being
able to go where I want in
whatever way I want. For me,
that would be public transport
because it’s cheaper and I don't
have to worry about
maintaining it.” Laura, 24
“I drive for convenience,
sometimes because I have a lot
of stuff to take and sometimes
because where I'm going is far
away and public transport is
complicated or expensive.”
Natalie, 22
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Millennials now: car ownership
PERSONAL OWNERSHIP IS DECLINING
NOT MINE, GUV
The percentage of 17-29 year olds that own a car where
they are the main driver is slowly declining. In 2007, 42%
of this age group were owner drivers, but this has fallen
to 36% over the seven years – that’s almost a 1% drop
every year.
The picture is different for older drivers, who have much
higher ownership levels and are nearly twice as likely to
own a car than 17-29 year olds. The 50-69 age group are
slowly upping their ownership levels to 66% in 2014,
however ownership amongst the 30-49 age group is
slightly lowering.
Figure 3: Adult personal car access by age, England. The chart shows the percentage of each age
group that own a car of which they are the main driver. Source: Department for Transport, National
Travel Survey, 2015.
0%
10%
20%
30%
40%
50%
60%
70%
80%
2007 2008 2009 2010 2011 2012 2013 2014
17-29 30-49 50-69
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Millennials now: car ownership
CAN’T DRIVE, WON’T DRIVE
NO NEED, THNX
Many of the Millennials in our study that do hold a
full driving licence choose not to own a car and
rarely drive. There are a number of reasons for this
but primarily it is because they simply don’t need
to.
Millennials in the city are less dependent on driving
because there are more alternative options. They
have people to give them lifts, taxi apps on their
phones, and Google Maps in their pockets to help
them get around on foot or on public transport.
NOT WORTH MY TIME
Learning to drive and owning a car is less of a rite
of passage for many. There are other priorities
fighting for their money and time.
TOO MUCH OF A NIGHTMARE
Some Millennials don’t drive because they really
don’t want to. The thought of getting behind the
wheel or facing London traffic and congestion
charges stresses them out.
FREEDOM OR FINANCIAL BURDEN?
Interestingly some respondents said that they feel
more mobile without owning a car, citing car
sharing services as more flexible, freer options.
Committing to the financial burden of car
ownership is too much of a restriction for many
Millennials who favour financial freedom over
driving freedom. They aren’t comfortable putting
themselves in debt just to own a car. Of those that
do own, many didn’t want to change their lifestyles
to own a more expensive or newer car.
“I think the days of traditionally
like 'you’re gonna finish school
you're gonna go to college,
you're gonna start driving at 17...'
I think people have more
interesting things to do now. It's
not necessarily the stepping
stone to adulthood it used to be.”
Nicole, 34
“Realistically I don't see myself
owning a car for a long time
because I just don't need to. if I
want to I can rent it for the
weekend or to get across town I
can use uber. I don't see myself
having a commute, I don't have
kids. I don't need one.” Sam, 25
#DifferentSpin | Dude, where’s my car? | 20

“Owning a car used to be a symbol of
freedom. Whilst it still is, it has definitely
also become a heavyweight financial
burden.”
Melissa, 27
#DifferentSpin | Dude, where’s my car? | 21

Millennials now: car ownership
MILLENNIALS ARE BUYING FEWER CARS
DUDE, WHERE’S MY CAR?
When asked about their car purchasing history, 40%
of Millennials said that they do not currently own a
car. The percentage of 19-34 year olds that don’t
have a car has been increasing since 2009, rising from
28% of carless Millennials. In fact, Millennials are
more likely to own a vacuum cleaner than a car.
But all is not lost – 7% of UK Millennials said that they
were planning to buy a car within the next six months.
This figure has remained fairly consistent over the
course of the research, from the 6% 19-34 year olds
who said they were intending to buy a car in 2009.
Figure 4: Percentage of UK internet-using Millennials (19-34) that do not own a car/automobile.
Source: GlobalWebIndex, 2015.
20%
25%
30%
35%
40%
45%
Q32009
Q42009
Q12010
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
Q12014
Q22014
Q32014
Q42014
Q12015
Q22015
Q32015
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Millennials now: car ownership
FEWER MILLENNIALS HOLD LICENCES
LICENCE TO MEH
The percentage of full car licence holders amongst
Millennials is falling, whilst for those aged 40 and over
(and especially the 70+ age group) the percentage of
licensees is increasing or holding firm. The proportion
of 17-20 year olds with a licence has fallen from 48%
in 1994 to 29% in 2014. The trend is similar for the
older Millennials too, although not quite as
pronounced, falling from 75% in 1994 to 63% in
2014.
CHEERS, BOOMERS
The cost of learning to drive is a huge barrier for
Millennials. They talk about holding off until they have
a better income to pay for the lessons and tests. It is
understood that most people fail, which means
forking out for re-sits. If they can’t practise in a parent
or partner’s car in it can be more effective to take an
intensive course, but that means saving up for a very
long time.
Figure 5: Full car driving licence holders by age, England. Chart shows the percentage of each age
group with a full car driving licence. Source: Department for Transport, National Travel Survey, 2015.
0
10
20
30
40
50
60
70
80
90
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
17-20 21-29 30-39
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Millennials now: car purchasing
TOP BUYING CONSIDERATIONS
COST
LEAST
IMPORTANT
MOST
IMPORTANT
FUEL
EFFICIENCY
RELIABILITY
SIZEBOOT
SPACE
SAFETY
ECO
DESIGN
SPEED
TECH
MONEY
PRACTICALITY
PEACE OF MIND
LOOK AND FEEL
Figure 6: Millennials’ top considerations for buying a new/used car in the current time. Position and size of bubble relate to the level of
importance UK Millennials place on each factor. Source: Hark UK Millennials Panel by Different Spin, 2015.
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Millennials now: car purchasing
BANGERS OVER BMWS
TRUST THY NEIGHBOUR
When it comes to buying a car, Millennials place
the most trust in the testimonials of friends and
family that have bought cars before. They may
use social media to do this, but it’s their close
ties they trust.
BOY RACERS BEWARE
In fact, Millennials are incredibly practical when
thinking about what they want from a car,
naming cost, fuel efficiency and safety as top
priorities. Driving experience, speed, handling
are all at the bottom of the list. Bonus points if it
looks cute too.
SHABBY CHIC
Is it preferable to buy a busted up little banger
than a luxury convertible? Many Millennials
seem to think so. Shoddy looks are actually a
bonus.
“I would never buy a luxury
vehicle - like an Audi, BMW or
Mercedes - because the
maintenance costs would be
extortionate. I could only afford a
small car made by someone like
Vauxhall or Peugeot.”
Carrie, 29
“Right now, if I were to buy a car
it would have a to be a small,
cheap second-hand one -
probably over 10 years old.
Running costs - parking, petrol,
insurance etc. would be main
concerns. Colour and
appearance would be very much
secondary influences.”
Jackson, 25
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Millennials now: car brands
URBAN INFLUENCERS
KEEP IT COMPACT
Millennials show a distinct preference for smaller
cars, ideal for nipping around their typically urban
environments and squeezing into inevitably small
parking spaces.
FAMILY VALUES
Preference for specific car brands tends to be family
wide, as affinity is built over time for a reliable family
car. This trait in Millennials is also formed as a result
of driving cars that belong to parents or other family
members. A similar trend is seen in vehicle brands
used by friends or at work but this is less defined.
THE MINI COOPER EFFECT
Despite changing their look and feel over the past few
years, many Millennial females still feel a particularly
strong affinity for the Mini Cooper. They appreciate
the focus on design rather than technical
specifications of the car.
Figure 7: which of these brands have you used for your transportation
needs in the past month? Source: Hark UK Millennials Panel by Different
Spin, 2015.
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Millennials now: car brands
FOCUS ON UBER
SERVING THE ON-DEMAND GENERATION
Millennials are currently big fans of Uber, praising
its convenience and cheaper prices. When
comparing Uber to traditional cabs, they love that
the cars are almost instant, reducing the time sent
waiting in the cold. For them the whole customer
experience from booking through to destination
just works.
PREDICTING BIG THINGS
Millennials are confident that they will use Uber
more in the future and that the business will
continue to grow, although some worry about its
long-term global stability, referencing regulation
issues.
GOT THE KNOWLEDGE?
The major criticism when comparing to traditional
black cabs is that the drivers in London particularly,
lack the local navigational knowledge. Some
Millennials are also concerned over the bad press
and controversy surrounding the company.
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“I’ve only read the negative press
around Uber and it doesn’t
sound like something that is
regulated enough.” Nicole, 34
“I always liked the reassurance of
'the knowledge' etc. but in the
last 6 months or so I think it's
been a split between the two -
the convenience and cost of
Uber is beginning to outweigh
the benefits of black cabs.”
Jackson, 25
“Assuming there aren’t any high
profile failures, which I think
could kill the brand, I can see
more companies pairing up with
Uber making it bigger than it
currently is.” Natalie, 22

Section three
Millennials soon
Car sharing
Electric and hybrid
Insurance innovation
Semi-autonomous technology
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Millennials soon: car sharing
THE RISE OF CAR SHARING SERVICES
CITY CAR CLUB BOOM
We spoke to Gemma Flynn at City Car Club about
the changes they’re seeing in their customer base,
and whether there were any distinct trends
relating to Millennials. The answer was yes!
Millennials currently make up 35% of City Car
Club’s total personal members. But if you look at
approved personal applications over time, the
19-34 age group is steadily gaining a much higher
percentage share of the car club’s membership
base.
In 2010 just 21% of approved personal
applications were made by 19-34 year olds. Now in
2015 so far this same age group has nearly
doubled their share, accounting for just over 40%
of approved personal applications. Based on this
pattern, City Car Club expects Millennials to
become the majority customer group within the
next five years.
Figure 8: Approved personal applications to City Car Club. This chart shows the percentage of all
approved applications made by 19-34 year olds versus everyone else. The 2015 figure is year to date.
Source: City Car Club, 2015.
21% 25%
31%
26%
33%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015
19-34 year olds Everyone else
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“In 10 years time travel will be more collaborative,
more shared. I think the focus will be less on full
ownership…younger generations are less bothered
about owning stuff”
Nicole, 34
#DifferentSpin | Dude, where’s my car? | 30

Millennials soon: car sharing
ACCESS OVER OWNERSHIP
“I think younger generations
value experience rather than
ownership. Look at Snapchat -
they value the moment that day,
rather than having a history
(such as history/posts/photos on
their Facebook wall). In my
opinion they like to experience
and share the moments than to
own things.” Ayako, 25
“Whilst having at car as a young
person can be seen as cool and
even 'grown up' most young
people get by without and with
the abundance of new luxury
goods available for them to wish
for cars are taking a back seat as
unaffordable luxuries compared
to the latest computers, phones
and tablets.” Emily, 19
MOANING ABOUT OWNING
With the rise of car sharing options available to
Millennials living in the city, ownership is not the
only way to drive. For both financial, practical and
environmental reasons (in that order), Millennials
are choosing to experiment with shared ownership
or short-term rental clubs.
Car ownership is becoming less of an aspiration
and less of a norm for Millennials, who are much
more acclimatised to subscription services and
access over ownership. The Spotify and Netflix
generation is as comfortable sharing and
subscribing to their driving options as they are to
their entertainment.
OTHER THINGS TO LUST AFTER
Owning the coolest car on the block is an
aspiration for some Millennials, but this aspiration
is becoming diluted by newer goals in life. Owning
the newest iPhone, starting a business, going
travelling and moving to the city are all examples of
goals that are taking priority over car ownership
for today’s Millennials.
IDEA OVER REALITY
The idea of car ownership is not lost - many
Millennials talk about owning a car in the future -
but the reality is that they have other options for
mobility today, which means they can put off car
ownership for now.
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Millennials soon: car sharing case study
CITY CAR CLUB
#DifferentSpin | Dude, where’s my car? | 32
City Car Club was founded in 2005 with the aim of changing
the way people think about travel.
They provide short term car rentals on a subscription based
service, giving city dwellers the option to pick up cars parked in
designated spaces wherever they are around the city.
Despite running a business rooted in cars, City Car Club
actually want to reduce car usage, by moving people away from
car ownership and giving them a simple way to only use cars
when they really need to. City Car Club gives people an
economical and environmentally sustainable alternative to car
ownership, which fits around their lifestyle.
One of the primary barriers to car ownership for Millennials is
the financial burden and general hassle of additional costs such
as breakdown cover, fuel, repairs, servicing, MOTs and
insurance. By using City Car Club, drivers can sidestep all of
these potential problems as they are all already covered within
the membership and rental costs.
For the younger end of the Millennial demographic, City Car
Club also offers a discounted rate for those aged between 19
and 22.
City Car Club allows Millennials all the benefits of using a car
when they need to without any of the hassles of ownership. As
more and more people move away from ownership, this is the
kind of smart product solution that this generation needs.

Millennials soon: electric and hybrid vehicles
SURELY IT’S ABOUT TIME?
BACK TO THE FUTURE
When asked about the future of the automotive industry, wider use and
improved infrastructure for electric and hybrid vehicles was high on the
list for our Millennials. Along with hover boards.
ENVIRONMENT IS ON THE RADAR
When talking about which features of a car would be important to them,
environmental impact is high on the list for Millennials.
A LONG ROAD AHEAD
Whilst Millennials maintain a positive outlook for EVs and Hybrids, they
acknowledge that there is a difficult road ahead to get buy in from
governments on a larger scale, battling the goliath of the oil industry and
concerns around range and infrastructure. Figure 9: “Definitely electric cars” by Natalie, 22. Natalie imagines what cars might
look like in the future, powered by electricity and featuring plenty of new and
exciting tech including self drive options and highly accurate traffic maps.
Source: Hark UK Millennials Panel by Different Spin, 2015.
#DifferentSpin | Dude, where’s my car? | 33

“Yeah I would definitely do black box
insurance. I think it’s really good because
then you’re rewarding people for driving
safely...”
Rebecca, 22
#DifferentSpin | Dude, where’s my car? | 34

Millennials soon: insurance innovation
PREMIUM PREJUDICE
“I'd looked into getting a car, but
it's not the vehicle price that put
me off, it was the insurance. I was
happy to drive a used car for less
than a grand, but the insurance
was more than double that on
top. Yowza.”
Clarence, 33
A NECESSARY EVIL
Millennials consider the cost of running a car to be
a major barrier to ownership and insurance
represents a significant chunk. They dislike the
high rates associated with their age and are
interested in solutions that can combat this.
A NEW WAY TO BUY
Millennials are less likely to manually shop around
for the best policy and go direct to insurers.
Instead, they use comparison sites, meaning there
is more of an emphasis on upfront cost than details
of an individual policy.
BLACK BOX INSURANCE
The majority of Millennials are aware of black box
insurance solutions and believe it a good idea to
lower insurance costs for younger drivers. Many
said they would consider using it but others raised
issues they had with the technology. The most
common were concerns that it might restrict them
in cases where they might ‘bend the rules’ with
regards to speed limits and the like. They believed
that the technology would be removing their
freedom to make their own judgement, even when
that judgement might mean breaking the law.
Some participants doubted the intelligence of the
technology when it came to the behaviour of other
drivers, expressing concern that blame might be
placed on them for harsh braking when another
driver was at fault.
Some participants acknowledged the lack of
privacy, or ‘big brother’ aspect of black box
insurance. Although interestingly, this appears to
be less of a concern.
“I have heard of it. My brain says
you should get that but my heart
says no because I like to drive
fast.”
Hannah, 22
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Millennials soon: semi-autonomous technology
SAFETY FIRST
GETTING A SEMI
Our Millennials were quite excited by the potential life-
saving and annoyance-busting benefits of semi
autonomous safety technology. We showed them seven
different semi-autonomous features, asking them to
select up to three that sounded most important or
advantageous, and provide comments on each.
Many of these features are currently available as options
when buying new premium cars, or else they are in
development for release within the next three years.
Some members of our panel have had first-hand
experience driving cars with one or more of these
features, whilst others were not aware of them at all.
First and foremost they picked the features they thought
could save the most lives. The results are on the following
page.
Adaptive cruise control
Car automatically speeds up
and slows down to keep pace
with the car in front of you.
Parking assist
Car uses cameras and sensors to
judge the size of the parking space
and steer its way into the space.
Adaptive headlights
Headlights automatically turn their beams
around bends in the road to light the path
you’re steering into. Switches automatically
between high and low beam.
Lane departure prevention
Car automatically corrects itself if
you start to veer outside of your
lane without intending to.
Blind spot detector
Sensor device that detects other
vehicles located to the driver’s side
and rear. Warnings can be visual,
audible, vibrating or tactile.
Forward collision avoidance
Your car uses radars or lasers to detect
imminent crashes and automatically
brakes or steers you out the way to avoid
hitting anything.
Fatigue detection
Your car uses in-seat heart rate and respiratory
tracking to detect if the driver is becoming
drowsy. It will send an alert to wake you up.
#DifferentSpin | Dude, where’s my car? | 36

Millennials soon: semi-autonomous technology
SCARED OF BLIND SPOTS
SAVE MORE LIVES
Millennials named blind spot detection as the most important
semi-autonomous technology feature. They recognise that
there is a limit to the human body and that, aside from
redesigning human vision, the next best thing is getting
technology to help solve this big and very real problem for
young drivers.
Participants picked this as their most important feature
because they believed it would help save lives. They are aware
and scared of the potential danger of the blind spot, and some
speak from personal experience of accidents caused by this.
ADAPTIVE HEADLIGHTS
Millennials loved the idea of adaptive headlights both for
safety reasons whilst driving in the dark and on country
roads, but also for the added convenience the technology
offers drivers.
0 5 10 15 20 25 30
ADAPTIVE CRUISE CONTROL
LANE DEPARTURE PREVENTION
FATIGUE DETECTION
FORWARD COLLISION AVOIDANCE
PARKING ASSIST
ADAPTIVE HEADLIGHTS
BLIND SPOT DETECTOR
Figure 10: Which of these safety features would have the biggest positive impact on driving for you?
If you don’t drive, think about what would make you feel safest as a passenger, or a driver in the
future. Source: Hark UK Millennials Panel by Different Spin, 2015.
#DifferentSpin | Dude, where’s my car? | 37

Millennials soon: semi-autonomous technology
PARKING WOES
“As long as I could ignore it
because on the way home from
work if I was knackered and my
car just said ‘sorry I’m not letting
you drive’ I would be angry.
Emma, 22
THE ONE THAT GOES BEEP
Parking is an issue frequently mentioned by Millennials. Both in the
ease (or not) of parallel parking, finding and paying for a spot in the
city, and the desire to drive a smaller car to make parking easier.
Overall, participants listed parking assistance technology in their top
three, but it should be noted that most Millennials prioritised
technology that could save lives over technology to help them park
better. Even the ones who admitted how bad they are at parking.
COULD GET ANNOYING
Whilst the majority of Millennials recognise the value semi-
autonomous tech could bring to improve safety, some were sceptical
of its effectiveness and others thought it would just piss them off.
There was also a concern that technology like lane departure
prevention could create a culture of lazy drivers.
“Because I was never great at
parking when I was trying to
learn to drive and this would
make me feel more relaxed while
parking.”
Daniel, 22
“The only time I've ever crashed
a car was when I was parking!”
Jackson, 25
“Yeah blind spot detection is a
good idea. The only thing I can
think of is that it might detect
things like trees and you'd be like
'ah I'm going to die' but it's
actually just a tree.”
Rebecca, 22
#DifferentSpin | Dude, where’s my car? | 38

Section four
Millennials in the future
The need for disruption
Driverless vehicles
Brands leading the automotive industry
Visualising the future of mobility
#DifferentSpin | Dude, where’s my car? | 39

Millennials in the future: need for disruption
OUT WITH THE OLD
ADMITTING YOU HAVE A PROBLEM
Throughout the research, we found that Millennials
recognised the need for change and disruption in the auto
industry.
SO LAST CENTURY
Millennials hold a belief that traditional and long standing
brands will have to innovate and disrupt themselves in order
to survive in a market that is changing rapidly.
GOOD OLD BRITISH CYNICISM
Despite acknowledging the need for disruption in automotive,
many Millennials also exhibited a distinct pessimism about
when these changes would materialise.
“We have the technology, it just
needs to be invested in and
honed and made more appealing
by the motor industry.” Jody, 34
“To be honest, I don’t really see
there being that much of a
change in the next 10 years. A
car will still look like a car and the
predominant mode of transport.”
Andie, 28
#DifferentSpin | Dude, where’s my car? | 40

“In ten years I believe our traditional
means of transport will not be used
anymore.”
Melanie, 23
#DifferentSpin | Dude, where’s my car? | 41

Millennials in the future: driverless vehicles
AUTONOMOUS FUTURES
IMAGINING 2025
Generally, Millennials find it difficult to imagine driverless cars
on the road and used by normal people for at least 10 years. But
when they do allow themselves to think that far ahead, the more
open minded Millennials can picture a realistic future of mobility
involving driverless cars.
Although a minority are sceptical and don’t think much will
change in automotive by 2025, those who do have an opinion
fall into one of four camps:
1. Bring it on
2. Open but cautious
3. Where’s the fun in that?
4. Major safety concerns
Figure 11: What do you feel about a future where cars and other vehicles are
autonomous e.g. self-driving/driverless cars? Source: Reevoo Research Panel
commissioned by Different Spin, 2015.
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Millennials in the future: driverless vehicles
POSITIVE ABOUT DRIVERLESS
“I am excited to think I could use
two hours a day for something
more productive.” Chris, 19-34
“I think it would be scary but only
in so far as I'm a human and I like
to have control but knowing the
research that has gone into it
and everything. I know, like
rationally, that they're safer than
actually driving a car. Plus I don't
use myself to drive so yeah.”
Rebecca, 22
1. BRING IT ON
They are excited by a future of driverless cars,
especially an on-demand shared network of
autonomous vehicles. They are already planning
what to do with the extra time not having to drive
will grant them, or the extra privacy they’ll get over
public transport.
In fact we saw some rather creative *cough cough*
suggestions for how they would use their time
inside a driverless car. Millennials who obviously
had more wholesome topics on their minds
expressed their confidence in increased safety
levels and therefore fewer accidents on the roads.
2. OPEN BUT CAUTIOUS
This group were excited by the possibilities of
driverless cars but unsure of how quickly they
could become a reality. 10 years doesn’t seem
enough time for stringent safety tests and tech
crime prevention measures.
Age ranges given where quotes from
Reevoo panellists have been used.
“Driverless cars will help with
accident prevention and damage
limitation.” Luke, 19-34
#DifferentSpin | Dude, where’s my car? | 43

Millennials in the future: driverless vehicles
NEGATIVE ABOUT DRIVERLESS
“I think it would completely freak
me out but maybe in like 30
years time if they were
everywhere, possibly.”
Naomi, 24
“No, that would creep me out. I'd
be panicking. It's bad enough if
someone else is driving.”
Laura, 24
3. MAJOR SAFETY CONCERNS
When asked about a driverless future the first
word that springs to mind for this group is ‘scary’.
They don’t trust technology, and fear that relying
on it for transportation will put lives in danger.
They have major concerns about the reliability of
driverless vehicles and would not consider
travelling in one unless they could switch it over to
manual within seconds.
4. WHERE’S THE FUN IN THAT?
This group is in the slight minority, although all four
groups are fairly evenly spread. These Millennials
do believe that driverless vehicles will eventually
be used, but it’s definitely not something they
would go in for.
They love the act of driving too much, they enjoy
the freedom to drive and the control it gives them,
and would hate the feeling of handing over the
reins to anyone else, let alone a machine. They
don’t like being passengers.
“A dangerous idea.” Julie, 19-34
“Loss of freedom to drive where
and when you want”
Colin, 19-34
Age ranges given where quotes from
Reevoo panellists have been used.
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Millennials in the future: brands leading automotive
NEW KIDS ON THE BLOCK
RISE OF THE MACHINES
Our Millennials saw a future for tech companies in
the automotive industry, as top brands like Google
and Apple have voiced plans to move into this sector.
However, some Millennials do doubt their
commitment to these ventures or the quality of their
eventual output.
IN THE LAP OF LUXURY
Despite exhibiting little or no intention to become
customers, Millennials also predicted that luxury
automotive brands would continue to hold a
prominent position in the auto industry due to a loyal
customer base and consistent quality.
SHARED FUTURES
Millennials believe that brands like Uber and Zipcar
have a larger future in automotive as their services
become more popular and people move from
ownership to sharing models.
“Peak oil has probably happened
already and Tesla will be ahead of
the game.” Nicholas, 33
“Elon Musk is a genius.”
Andie, 28
“With what they're doing now, I
can't see them falling behind.
Rather, I think they'll be using
their profits to produces lower
price range cars for the masses
and get a bigger market share.”
Clarence, 33
#DifferentSpin | Dude, where’s my car? | 45

Millennials in the future: brands leading automotive
INNOVATION IS KING
LEADING THE WAY
When we asked Millennials which brands they thought would be
leading the automotive industry in 10 years’ time, the brands that
stood out were: Uber, Tesla, Google, BMW, Apple and Toyota.
INNOVATION = SUCCESS
In the same task, we asked Millennials to pin the companies they
considered to be the most innovative. The results were almost
exactly the same. It is clear that a perception of innovation for
Millennials equals long-term success.
ELECTRIC IS THE FUTURE
Millennials believe that the brands that can crack EV have the most
potential for long-term success. Tesla featured highly on the list,
and Millennials are looking forward to a time when Tesla electric
vehicles become mainstream in the UK; they believe that Tesla are
the brand to lead the way to an EV future.
#DifferentSpin | Dude, where’s my car? | 46
Figure 12: Which of these brands do you think will be leading the
automotive industry in 10 years’ time? Source: Hark UK Millennials
Panel by Different Spin, 2015.

“Most journeys are taken by an individual, making
cars a wasteful use of space and resources - I'd like
to see an approach that tackles this. Perhaps a
hybrid of on-demand single person driverless
vehicles and improved automated rapid mass
transport.”
Khal, 34
#DifferentSpin | Dude, where’s my car? | 47

Millennials in the future: visualising the future of mobility
THE FUTURE OF MOBILITY
“The rise of electric cars is pretty
much given but there are still
concerns. These concerns tend
to revolve around the mileage
obtainable, the time it takes to
charge and the availability of
charging stations. Of these I
think a break through in terms of
an affordable super fast charging
battery would make the most
difference.” Natalie, 22
“A car to hire delivered to your
door for ultimate convenience.”
Ed, 32
THE NEXT BIG THING
We asked Millennials to paint the picture of what
they thought transportation would look like in
2025. The responses we got were at opposite ends
of the spectrum – half of Millennials played it safe
and did not think that much would change in 10
years other than more environmentally friendly
fuel sources and in-car technology developments.
The other half let their imaginations run wild and
visualised an alternative future of flying cars, hover
boards and automated rapid mass transport.
Here are some of the developments Millennials
expect to see over the next 10 years.
EV INNOVATIONS
Most Millennials believe that the future of
automotive is electric. But they aren’t confident
that the current technology is good enough for the
mass market. They want to see improvements to
the infrastructure; more charging points in more
convenient places, and batteries that have longer
life and take less time to charge.
ALTERNATIVE FUEL SOURCES
It’s granted that current fuel sources will
eventually need to be replaced with a more
sustainable alternative. Millennials proposed
alternatives ranging from bio fuel to solar powered,
and even electromagnetic force.
CAR SHARING DEVELOPMENTS
Millennials would like to see the rollout of car
sharing services across the UK, including rural
areas, and with more availability and more choice.
They would like to be able to have their car
delivered to them and be able to easily book it via
an Uber-style phone app.
#DifferentSpin | Dude, where’s my car? | 48

“I think the driverless car has a real chance of being
available in 10 years, and it may well be my main
mode of transport. If I don't have to drive, and I
don't have to share a space with others, I'd look
forward to utilising that new found me time.”
Clarence, 33
#DifferentSpin | Dude, where’s my car? | 49

Millennials in the future: visualising the future of mobility
CHANGING CAR CONSUMERS
#DifferentSpin | Dude, where’s my car? | 50
Figure 13: Millennial participants were asked to place themselves on the above image using Hark’s pinning tool based on the
type of car consumer they are now and the type of consumer they think they will be in 2025. The image on the left shows
where panellists placed themselves now. The image on the right shows where they thought they would be in 10 years. Source:
Hark UK Millennials Panel by Different Spin, 2015. inspired by Adam Jonas, Morgan Stanley auto analyst.

#DifferentSpin | Dude, where’s my car? | 51
Clarence (33) visualises four types of driverless car that allow
him to use his extra non-driving time productively.

#DifferentSpin | Dude, where’s my car? | 52
Laura (31) visualises a driverless future where car parks aren’t
needed and have been turned into urban allotments.

“Realistically the current generation doesn't need to
drive but essentially if that keeps happening no
one's going to pick up the slack and no one will drive
and we'll go back to horse and cart.”
Hannah, 22
#DifferentSpin | Dude, where’s my car? | 53

So what does this mean
for automotive?

So what next?
Over the next four weeks we will be releasing two further reports and webinars exploring what this
research means for those currently working in the automotive industry. What should you be doing now
to prepare for the future?
Product and marketing innovation, Monday 30 November (plus webinar 2pm GMT)
Car buying, retail and aftersales innovation ,Monday 14 December (plus webinar 2pm GMT)
#DifferentSpin | Dude, where’s my car? | 55
SUBSCRIBE AT
differentspin.com/subscribe

Product innovation: saving money, saving lives and disrupting an entire industry
INSURE THE BOX
Insure The Box was created by insurance
stalwart Michael Brockman to solve a
problem being faced by the insurance
industry.
At a time when insurance premiums
regularly hit the £4,000 mark for newly
qualified young drivers, Michael and his
team set out to reduce these cost
prohibitive premiums whilst making the
roads safer for young people and saving
lives.
Telematics represented that solution, a
black box installed into your car that is
connected via the mobile network to an
online portal tracking your driving
behaviour. The portal suggests ways to
drive more safely and actively rewards safer
driving with lower premiums.
The behavioural change benefits of the
online portal are proven to deliver an
average 35% reduction in risk in the first 11
months of driving with a black box.
In addition, Insure The Box has an auto alert
system in place that has been finely tuned
over the last five years so that the black box
can detect the severity of a collision and
where appropriate, activate emergency
services. Insure The Box deploys the
emergency services around 20 times a
month to crash sites.
Insure The Box represents everything the
automotive and mobility market needs to
get right to engage Millennials. Solving a
real problem using technology, establishing
a highly personalised relationship with the
customer, underpinned by an authentic and
meaningful mission to save money and save
lives.
#DifferentSpin | Dude, where’s my car? | 56

Marketing innovation: a platform at the heart of the digital storytelling revolution
STORYSTREAM & PORSCHE
StoryStream is an intelligent content
marketing platform. It helps brands
dynamically source and distribute engaging
content to wherever their customers make
purchase decisions.
By combining user generated, branded and
editorial content, automotive brands can
deliver highly relevant and personalised
experiences across websites, in-dealer and
any other digital screen. The result is a more
authentic, connected customer experience
helping to drive car purchase consideration.
Porsche have been working with
StoryStream globally to help bring the brand
to life through real-time digital content.
It has helped them address one of their key
content marketing challenges; enabling rapid
and controlled content distribution across
every Porsche customer channel including
global, market and dealer.
Using the StoryStream enterprise
technology, Porsche power their global
websites, live product launches, campaigns,
internal communications and dealer screens
with a unique mix of live content. This
approach ensures every customer
experiences a consistent, localised and highly
engaging Porsche story at all points of their
buying journey.
#DifferentSpin | Dude, where’s my car? | 57

Car buying innovation: harnessing advocacy and instilling trust with customer reviews
REEVOO & LEXUS
Reevoo has pioneered a new and improved
approach to ratings and reviews based on
independent validation. They provide
consumers with peer reviews directly from the
website of the manufacturer, instilling trust and
giving potential customers the information they
need to convert.
They have worked with a number of major
OEMs across the automotive industry to help
them harness the voice of their customers
across the multichannel purchase journey. One
of the clients benefitting from this unique
approach is Lexus.
Whilst awareness of the Lexus brand is high
among consumers, the company felt that it
could do more to feature on the consideration
list for UK buyers. The solution, using Reevoo,
was to use existing owners as a voice for the
brand, capturing their enthusiasm and using it to
influence people considering a Lexus.
Lexus enlisted Reevoo to begin collecting car
reviews from verified Lexus owners. Reevoo’s
Ask-an-owner feature was also part of the
implementation, allowing potential Lexus
customers to quiz existing owners. The Lexus
range received an average score of 9 out of 10
across all vehicles. Reevoo’s SEO Boost feature
embedded the review content on individual
product webpages, enriching Lexus’ website
with natural language perfect for search
engines.
The level of detail Reevoo is able to collect in the
reviews has also provide Lexus with valuable
customer insight which is now used regularly in
the development process.
#DifferentSpin | Dude, where’s my car? | 58

Retail innovation: revolutionising the experience of buying a car both online and in store
ROCKAR
Simon Dixon spent 20 years building the UK’s
third largest car retail group, Dixon Motors
PLC. Over time, he saw the frustrations that
his customers experienced with the car
buying process and, upon selling his company
to RBS, set out to challenge the car buying
process in every way possible.
Together with a team of like minded
individuals, they created Rockar, a new way to
buy cars designed from the customer’s point
of view. In the way that Apple revolutionised
the technology retail space, Rockar’s aim was
to revolutionise the way cars are bought
today.
Rockar empowers the customer to take
charge at every step of the buying process.
Rockar’s unique website allows the user to
search from a full selection of Hyundai
models, sell their old car, choose a finance
option to suit their needs, build their new car
including custom features and design and
once purchase is complete, to track delivery
every step of the way – all of this without
speaking to a single salesperson.
The next challenge was accessibility, bringing
the Rockar ethos in store to major shopping
centres across the UK with a unique retail
design that allows customers to browse as
they wish aided by engaging digital content to
explain the journey ahead.
In store are the Rockar Angels, whose mission
is not to sell but rather to inform and help
customers book test drives and arrange
services. Rockar is a company built with the
purpose of continuously challenging and
improving themselves to match the needs of
customers present and future.
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Methodology
DEFINITIONS
For the purpose of this research we focus on Millennials aged 19-34
years-old in the UK. Some charts in this report include different age
groupings, where the data is from external sources e.g. National
Travel Survey and we have been unable to obtain data in different
formats. All charts are clearly labelled and sourced.
RESEARCH METHODOLOGY
We used a combination of quantitative and qualitative research
approaches to create this report with a total sample size of 33,521.
1. Audience profiling through GlobalWebIndex survey data from a
representative sample of UK internet users.
2. Deep dive research panel of UK Millennials
3. Reevoo Car Buyers Panel survey
4. Analysis of publically available data on driving trends in the UK
Further detail on methodology is provided at the end of the report.
#DifferentSpin | Dude, where’s my car? | 60

Further details on the research methodology used to create this report
METHODOLOGY
MILLENNIALS
19-34 year olds in the UK.
AUDIENCE PROFILING
• Profiling 19-34 year old UK internet users
against other generations
• GlobalWebIndex survey data, collected in
waves/quarters since 2009
• Latest data from Q3 2015
• Based on a representative sample of
internet users
• Sample size 32,851 Millennials
HARK MILLENNIALS PANEL
• Deep dive qualitative research via an
invite-only online focus group platform
• Platform developed and managed by
Different Spin and Bloom Worldwide
• Supplemented with Skype video
interviews with some participants
• Panel members were asked to complete a
series of tasks including online image
pinning, drawing, idea submissions and
question and answer
• Tasks listed on next page
• All questions were open-ended
• Sample size 43 UK Millennials
REEVOO CAR BUYERS PANEL
• Survey submitted to over 15,000 Reevoo
users who have opted to take part in
research
• Closed and open-ended questions
• Sample size 627
PUBLICALLY AVAILABLE DATA
• Analysis of official statistics from UK
Government Department for Transport
• National Travel Survey
• Data collection consists of a face-to-face
interview and a 7 day self-completed
travel diary
• Covers all age groups including children
• In 2013 the survey coverage changed
from sampling Great Britain residents to
England residents only
• 16,000 individuals from 7,000 households
participate each year
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Further details on the research methodology used to create this report
HARK MILLENNIALS PANEL TASKS
TASK 1: WHO’S LEADING THE AUTO
INDUSTRY?
Which of these brands have you used for
your transportation needs recently (in the
past month)?
Which of these brands do you expect to use
or own in the next 5 years?
Which of these brands do you consider to be
the most innovative?
Which of these brands do you think will be
leading the automotive industry in 10 years’
time?
Which of these brands do you think is least
likely to be around in 10 years’ time?
TASK 2: HOW DO YOU TRAVEL?
Which modes of transportation do you use
on a day-to-day basis? Show us how you get
around whether it's travelling to work, school
or to see friends.
Upload a photo for each kind of
transportation you use and tell us in the
caption what you use it for and how often.
TASK 3: WHAT WOULD YOU BUY?
If you were considering buying a car now
(assume you can drive), what aspects would
be most important to you?
Here are some areas that might influence
your purchase decision: cost, appearance,
practicality, speed, size, safety, energy
efficiency, fuel efficiency, technology, colour.
Consider which of these mean the most to
you at this point in time and why that might
be.
You can use whichever format you prefer to
answer this question including images, video,
audio recording and text. We encourage you
to be creative and provide a full and
descriptive answer.
#DifferentSpin | Dude, where’s my car? | 62

Further details on the research methodology used to create this report
HARK MILLENNIALS PANEL TASKS
TASK 4: WHICH INNOVATIVE SAFETY
FEATURES MATTER?
Which of these safety features would have
the biggest positive impact on driving for
you? If you don't drive, think about what
would make you feel safest as a passenger, or
a driver in the future.
You can pin up to 3 of the semi-autonomous
safety features shown on the image.
We ask you to please add a comment to
explain your answer.
TASK 5: HOW WILL YOU TRAVEL IN THE
FUTURE?
Think about how we will be travelling around
in 10 years' time. What will have changed?
In a drawing of your own creation, show us
what you think your main form of
transportation will look like in 10 years' time.
It's up to you how you create your drawing
whether it's with pen and paper, crayon, oil
painting, photo collage, Photoshop, Microsoft
Paint or an online drawing tool like Sketch. Be
as creative as you like - we have a spot prize
available for the most creative response! But
don't worry - we won't judge you on your
artistic skills :)
TASK 6: WHAT’S THE NEXT BIG THING?
What do you think will be the most important
innovation in the automotive industry in the
next 10 years? It might already exist, it might
not.
What will change the way we get around in
2025?
Submit as many ideas as you want to, with the
option of adding images or video to bring
your idea to life.
Once you have submitted your idea, other
users can vote your ideas up or down or
contribute to them by adding comments.
Please take the time to vote on and add
comments to other users' entries as well.
#DifferentSpin | Dude, where’s my car? | 63

Further details on the research methodology used to create this report
HARK MILLENNIALS PANEL TASKS
TASK 7: WHO ARE YOU?
This diagram shows 4 different kinds of car
consumers, ranging from car owners to shared car
consumers and from human car drivers to fully
driverless autonomous car users.
Please place yourself on the diagram, on the scale
that best represents you NOW. (Remember you
can place yourself anywhere on this scale, across
the vertical and horizontal ranges to best
represent you).
Please place yourself on the diagram, on the scale
that best represents you IN 5 YEARS’ TIME.
Please place yourself on the diagram, on the scale
that best represents you IN 10 YEARS’ TIME.
#DifferentSpin | Dude, where’s my car? | 64

With thanks
Contributors
John Tews, JD Power
Professor Noreen McDonald, University of
North Carolina and Institute of Transport
Studies at the University of Leeds
Paul Syron, Statistics Travel and Safety (STS),
Department for Transport
Kelly Edwards, Bus and Local Transport
Statistics, Department for Transport
Judy Nokes, The National Archives
Paul Bloomfield, Office for National Statistics
Giles Horsfield, Office for National Statistics
Gemma Flynn, City Car Club
Anna Fireman, Mintel
Alex Vaidya, StoryStream
Geoff Turrell, StoryStream
Lexy Hall, StoryStream
Marina Cheal, Reevoo
Edwin Bos, Reevoo
Hannah Murray-Sykes, Reevoo
Daniel Thorpe, Reevoo
David Janner-Klausner, Commonplace
Patrick Morrison, Patrick Morrison Ltd.
John Davison, Studio Syrup
Hark panellists
Andie C.
Oliver G.
Hata S.
Clarence L.
Emily N.
Alejandro GF.
Tanya K.
Jackson R.
Zoe R.
Natalie L.
Melanie S.
Agata B.
Ayako F.
Melissa H.
Sonia G.
Inara M.
Rebecca S.
Carrie T.
Allison M.
Daniel S.
Maria K.
Melanie R.
Ed G.
George F.
Melody M.
Robin C.
Ros P.
Nicholas H.
Jody E.
Ed R.
Amy J.
Nicole H.
Sam Z.
Rebecca B.
Khal W.
Rachael P.
Naomi B.
Laura P.
Kelly R.
Hannah HH.
Emma P.
Jessica B.
Rebekah C.
Different Spin / Bloom
Laura Dinneen
Kate Cooper
Natasha Morrison
Mary-Ann Johnn
Dan Feane
Paul Gunn
#DifferentSpin | Dude, where’s my car? | 65

Coming February 2016
Automotive fails women
There is a gap between the automotive industry’s comprehension of
women and the reality. Women don't show their true experiences in
traditional focus groups and via commonplace research methods. As a
result, marketers and product developers are failing to deliver
products, communications and experiences that truly resonate with
women. And this is effecting the bottom line.
In this ground-breaking research project, we get under the skin of the
passion and pain points of four different groups of female consumer:
1. Mums
2. Millennials
3. Empty nesters
4. Professionals
Insight gathered from this extensive research project will be used by
the automotive sector to truly engage with woman in a meaningful
way and develop innovative products and solutions that solve their
problems and meet their needs.
#DifferentSpin | Dude, where’s my car? | 66
SUBSCRIBE AT
differentspin.com/subscribe

PRODUCT DEVELOPMENT
• Market entry and demand studies
• Product innovation
• Product testing
• Crowdsourcing product ideas
• Trend analysis
CONSUMER INTELLIGENCE
• Target market analysis
• Audience profiling
• Conversation analysis (social media)
COMPETITOR INTELLIGENCE
• Industry analysis
• Competitor benchmarking
• Gap analysis
MARKETING INTELLIGENCE
• Campaign development
• Creative testing
• Campaign performance &
measurement
• Attribution modelling
Do you really understand
your audience?
Bloom provides in depth and human research using Hark, our global insights
community. Made up of over 5,000 active participants who can be segmented
demographically or psychographically.
#DifferentSpin | Dude, where’s my car? | 67

Dude, where’s my car?
The “complicated” relationship
between the automotive
industry and Millennials
Different Spin and Bloom Worldwide 2015
different-spin.com
bloomworldwide.com
This work is licensed under the Creative Commons
Attribution 4.0 International License. To view a copy
of this license, visit
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