Resonate reveals deep insights into what motivates Millennials, this often misunderstood audience. The results are both surprising and promising. This report goes beyond basic demographics to deliver a unique understanding of what drives millennials’ actions.

1. Millennial Auto Buying Insights

2. 2
Millennials, motivations,
and what it means
for auto manufacturers.

3. 3
The headlines paint a dismal picture
of Millennials and Cars

4. 4
First, we need to
understand how
these “conclusions”
are drawn.

5. 5
How the market typically
tackles the issue:
They gather their information from man-
on-the-street interviews or focus groups.

6. 6
“Hey, let’s ask this 20-something
why he’s not driving a car!”
“Okay, let’s ask a dozen 20-somethings
why they don’t drive cars!”
INTERCEPT FOCUS GROUP

7. 7
FOCUS GROUP
SURVEY RESEARCH
COMPILED DATA
BEHAVIOR
MEASUREMENT

8. 8
The results of this
approach:
Marketers need Scale and Reach
Targets and Segments over-
simplify who people are
Consumer data is disparate—hard
to pull insights across these silos
Data is disconnected from action

9. 9
Fixing the problem
“Hey, let’s ask this 20-
something why he’s
not driving a car!”
“Okay, let’s ask a dozen
20-somethings why they
don’t drive cars!”
INTERCEPT FOCUS GROUP
Ask 200,000 people
about everything and
weld their responses to
terabytes of behavior and
offline purchase records.
IN-DEPTH ONLINE INTERVIEW PANELS

10. 10
Millennials:
A Deeper Look

11. 11
IT’S ABOUT THE MONEY
They’re not buying cars, because they don’t
have money.
But they will buy cars, so its important to know what they care about, what
motivates them, what makes them tick.

12. 12
Millennials are the
greenest generation.
In theory, this is true. In practice, not so
much. So we need to listen to what they say,
and observe what they do.

13. 13
17%
LESS LIKELY
TO RECYCLE
29%
LESS LIKELY TO BUY
GREEN PRODUCTS
40%
MORE LIKELY TO SHARE INFORMATION
ONLINE ABOUT ENVIRONMENTAL IMPACT

14. 14
Millennials want innovative
and exciting cars

15. 15
But that is not their #1
driver when purchasing
INNOVATIVE
FUN AND EXCITING
15%
14%
COST-EFFECTIVE
DEPENDABLE
39%
53%

16. 16
What do Millennials value?
We looked into the leading motivators based
on their current car ownership.
MILLENNIALS
AGE 35+
SENSE OF
ACCOMPLISHMENT
SELF-IMAGE PRIDE HEALTH AND
LONGEVITY
PEACE OF MIND
PRESERVE
ENVIRONMENT
PERSONAL FREEDOM
AND CONTROL PATRIOTISM PATRIOTISM
SELF-IMAGE

17. 17
What they value differs by
age and even geography
PURCHASEVALUESMEDIA
NATIONAL GREAT LAKES
18-34
GREAT LAKES
18-34
GREAT LAKES
Auto: Fun and Exciting
Auto: High Quality
Auto: Energy Efficient
12.5%
36.9%
28.9%
-11%
8%
1%
10%
19%
-7%
24%
-10%
-22%
Personal Freedom
Self Preservation
Enjoyment
TV and Online Phone
Recommended Brands
“Follow” Brands
20.2%
15.8%
26.5%
7%
-10%
9%
-10%
-31%
28%
-45%
6%
-12%
29.5%
50.4%
42.8%
-10%
1%
2%
53%
19%
31%
92%
28%
14%
*Values are indexes more/less likely to be motivated to purchase based on attribute

18. 18
Millennials by Geography and Brand
PURCHASEVALUESMEDIA
NATIONAL GREAT LAKES
18-34
GREAT LAKES
18-34
GREAT LAKES
Auto: Fun and Exciting
Auto: High Quality
Auto: Energy Efficient
12.5%
36.9%
28.9%
-11%
8%
1%
10%
19%
-7%
-6%
-11%
16%
Personal Freedom
Self Preservation
Enjoyment
TV and Online Phone
Recommended Brands
“Follow” Brands
20.2%
15.8%
26.5%
7%
-10%
9%
-10%
-31%
28%
-16%
-20%
16%
29.5%
50.4%
42.8%
-10%
1%
2%
53%
19%
31%
92%
5%
18%
*Values are indexes more/less likely to be motivated to purchase based on attribute

19. 19
What are they looking for?
FUEL EFFICIENCY
COST EFFECTIVENESS
32% of Chevrolet’s Millennial
customers consider it to be
“very important.”
Among Millennials seeking cost-
effective cars, they are 46% more
likely to chose Nissan.
SEEKING INNOVATION
Honda and Ford customers are
70% more likely to value
innovation than Nissan buyers.
SUSTAINABLE PRODUCTION
Toyota buyers are 50% more likely
to value sustainable production
than Chevrolet owners.

20. 20
What are they driving?
Current Ownership
Next Purchase Intent

21. 21
What do you do?
Don’t believe the hype
Dig deeper to understand why
Ask, Observe, and Analyze
Leverage technology to
combine datasets in new ways
Connect with different
audiences

22. 22
UNDERSTAND WHY
Contact us today to learn how the
motivations of Millennials—and all auto-
buyers—can impact your future campaigns
Resonate is the only solution delivering motivations-based targeting and
analytics across all digital media channels.
PHONE NUMBER EMAIL ADDRESS
703-266-3200
info@resonateinsights.com

23. About Resonate
23
Resonate has pioneered a new model for using “big data” to develop a sophisticated
understanding of consumer motivations, values, attitudes and beliefs. Marketers need to
understand “why” the audiences they target take action. Resonate answers that question, while
making it simple to put that knowledge to work creating positive results for political campaigns
and marketing initiatives.
For more information, visit: resonateinsights.com