Auto industry needs to drop some assumptions about boomers

06/7/2013 | MediaPost Communications

With boomers accounting for an ever-larger share of the new-car market, some fallacies about their buying habits need to be set aside, writes Mark Bradbury. Among these is the notion that boomers' brand loyalties are established and largely unchangeable. With that in mind, domestic manufacturers could make a good deal more progress with boomers if they were willing to abandon marketing aimed mainly at younger consumers, Bradbury writes.

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