Automakers fear the digital generation is yawning at cars

03/28/2013 | New York Times (tiered subscription model), The

Younger consumers' traditional interest in cars is being replaced by a fascination with personal tech devices, and that "could jeopardize billions of dollars in automotive sales," Stuart Elliott writes. "The digitalization of our world ... [has] allowed a certain level of independence. That's what the automobile used to provide," says Audi marketer Loren Angelo. Audi and other automakers are placing emphasis on the high-tech features of autos to attract millennials, and Toyota is boosting its music and documentary-video program to attract Gen Y to Scion, while buying space in Teen Vogue for the first time.

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